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President Donald Trump carried out his 2024 election campaign promise of imposing tariffs on Canada and Mexico this past weekend. Developments are changing by the minute, however, as the President announced a delay in the tariffs targeting Mexico and Canada. CivicScience has fresh data on consumers’ reactions to the proposed tariffs and where they might plan to cut back should those tariffs lead to rising prices. Here are three key data points to know: 

1. Americans are largely divided on whether they support or oppose the new tariffs, with unsurprisingly sharp political divides.

New CivicScience data presents mixed results regarding Americans’ opinions of the Trump administration’s tariff plans for Canada, Mexico, and China. Americans are more likely to oppose imposing tariffs on Canada and are just slightly more likely to oppose than favor doing the same on Mexico. On the other hand, a plurality of Gen Pop reports they support the administration’s Chinese tariffs.  

It’s not surprising that political affiliations shape support levels, with Republicans leading the charge. That said, the gap is significant, with at least 8 in 10 Republicans backing tariffs against Canada, Mexico, and China, respectively.


Weigh in: Do you support the use of tariffs on imports?


2. Six in ten Americans would find an alternative brand or stop purchasing an impacted product altogether if their favorite brand were impacted by tariffs.

If tariffs lead to higher prices on their favorite brands, CivicScience polling indicates that more than two in five American consumers will seek a more affordable alternative from a different brand. An additional 17% of consumers say they will stop purchasing the impacted product altogether. On the other hand, 40% say they will remain loyal to the affected brand, although this includes 20% who will buy the brand less often (excluding those unsure).

Looking at the data by age, younger consumers aged 18-24 show the most resilience in maintaining brand loyalty despite tariff impacts, with 22% indicating they will make no changes to their purchasing habits and 26% simply buying it less often. Consumers between 45 and 54 are more likely to seek alternatives, while those between 25 and 44 are the most inclined to stop buying the product entirely.

3. More than three-quarters of American consumers plan to cut back in at least one area if tariffs lead to higher prices, led by restaurant dining.

If tariffs affect their wallets, 76% of Americans plan to cut back on at least one of the following spending categories: Restaurants, led by fast food, top the list, followed by clothing, shoes, apparel, and live events. Fewer consumers expect to reduce spending on essentials like gas and groceries or beauty and personal care.


Let us Know: Will tariffs impact your purchasing decisions?


As tariff policies remain in flux, consumer sentiment suggests potential ripple effects across industries, particularly in dining and retail. Brands facing price-sensitive shoppers may need to rethink pricing strategies or loyalty incentives to maintain engagement.

How are your customers preparing for potential tariff impacts? Join Fortune 500 execs who trust CivicScience data for a real-time picture that helps them engage and retain customers in today’s ever-changing market.