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At the time of writing, President Trump’s 25% tariffs on most imports from China and Mexico and the decision to double China’s tariffs to 20% took effect this week, fueling concerns among Americans and unsettling global markets. The tariffs could trigger retaliatory measures and increase prices on everyday consumer goods, from groceries to automobiles.
According to CivicScience data, Americans have grown increasingly concerned about recent trade policies and tariffs on household expenses. Among U.S. adults, the percentage ‘very’ concerned about tariffs rose 6 points from January to February. The percentage ‘very’ concerned has remained consistent since February (42%), but the percentage ‘somewhat’ concerned increased by four percentage points (36%). Democrats and Independents lead in strong concerns; however, the percentage of Republicans ‘very concerned’ is up slightly from last month.
There is more apparent movement among Republicans when looking at the percentage of those ‘somewhat’ concerned, now at 43%, up from 36% in February.
So while overall strong concern is driven by the other side of the aisle than the current administration, it is an indicator to watch.
Answer our Poll: Will tariffs impact your purchasing decisions?
Ways Consumers Would Cut Back
Comparing consumer data from early February, when the tariffs were first set to take effect, to post-announcement data in early March reveals notable shifts in behavior. The same percentage of consumers say they would reduce spending if tariffs drive higher prices. Consumers now report a notably higher likelihood of trimming what they spend on travel and essentials like groceries and gas, full-service restaurants, and clothing/apparel.
Use this Data: The press, brands, and marketers can use this chart to understand where consumers’ priorities may lie if tariffs lead to higher prices.
If tariff-driven price increases impact their favorite brands, consumers are now less likely to continue purchasing them as normal than they were in February. Instead, more say they would either buy less often or switch to a more affordable brand. However, fewer consumers now say they would stop purchasing from the brand entirely.
Additional data revealed that most consumers (66%) would delay at least one upcoming major purchase due to potential tariff impacts. Unsurprisingly, car buying is the most likely to be postponed, given the expected price increases. Electronics follow closely behind. Beyond these categories, delays are relatively evenly distributed across major purchase types, with luxury items and travel seeing a slight edge.
How can brands and marketers leverage CivicScience data? Fresh insights offer a glimpse into how key consumer segments—Target shoppers, Walmart shoppers, and Amazon Prime members—feel about tariffs, recession outlook, and their debt situation:
- Tariff concerns: Fifty-eight percent of Target shoppers are ‘very’ concerned about tariffs, outpacing Walmart shoppers (55%) and Amazon Prime Members (53%).
- Recession fears: Amazon Prime members are most likely to be ‘very’ concerned about a recession (56%), compared to Walmart (54%) and Target shoppers (53%).
- Uncomfortable about their debt situation: Walmart shoppers are most likely to be ‘very’ uncomfortable with their current debt situation (53%), followed closely by Target shoppers (51%) and distantly by Prime members (43%).
Weigh In: Do you support or oppose the newly announced tariffs on Canada, Mexico, and China?
The data is clear: A growing concern over tariffs—particularly among key demographics—will likely impact consumer spending habits. Behaviors are already shifting in noteworthy ways as Americans become less brand loyal, less resilient in spending for essentials, and likely to delay major purchases. Brands and marketers must remain nimble as their customers will likely become more selective in spending amid the turbulent and uncertain economic climate.
