In a Numerator report, Tricks of the Trade: Consumers React to U.S. Tariffs, 83% of consumers in the market researcher’s survey in the United States said they’re aware of new or proposed duties, up significantly from 53% in December 2024.
Yet, consumer clarity about tariffs is mixed. Only 34% of shoppers said they fully grasp how tariffs affect prices, while 48% said they have a general idea but lack details, and 17% admit to having little-to-no understanding of the issue.
As consumers look at the issue, Numerator stated:
- 80% are concerned about tariff impacts on their finances or shopping.
- 64% worry about tariffs raising the price of everyday goods, 44% worry about the limited availability of certain products and 25% worry about a potential slowdown in economic growth.
- 76% anticipate changing their shopping habits in response to tariffs, such as looking for sales or coupons to offset price increases, 23% stocking up ahead of price increases, 23% delaying purchase until prices stabilize, 22%.
- 13% of consumers expressed concern that tariffs may affect their job or industry.
- 46% think tariffs generally have pros and cons depending on how they’re implemented, while 21% think they’re harmful and 16% think they’re helpful.
- 53% believe political affiliation shapes opinions on tariffs.
Shoppers worry most about tariff-related price increases in essential categories, including groceries (55%), gasoline (41%), household goods (34%) and medical supplies (29%).
Regarding the latest proposed duties, 35% of consumers support the tariffs, 23% feel neutral or have no opinion and 38% oppose them. Opinions are stronger on the negative side, with those who strongly oppose outnumbering those who strongly support 28% to 14%.
