Numerator, in a report assessing consumer reaction to U.S. tariffs, revealed 83% of shoppers in the United States say they’re aware of new or proposed tariffs, up significantly from 53% in December 2024.
Although awareness is high, understanding tariffs remains mixed, according to the Numerator report, “Tricks of the Trade: Consumers React to U.S. Tariffs.” Just 34% of shoppers surveyed for the report said they fully grasp how tariffs affect prices, while 48% have a general idea but lack details, and 17% admit to having little-to-no understanding of the issue. Eight in 10 worry about the impact of tariffs on their finances or shopping, Numerator stated. Shoppers worry most about tariff-related price increases in essential categories such as groceries, selected by 55%;gasoline, by 41%; household goods, by 34%; and medical supplies, by 29%.
Other findings of the Numerator report:
- 64% of consumers are concerned about tariffs raising the price of everyday goods, 44% about limited availability of certain products and 25% about a potential slowdown in economic growth.
- 76% of consumers anticipate making changes to their shopping habits in response to tariffs and will look for sales or coupons to offset tariff price increases, selected by 23%; stocking up ahead of price increases, by 23%; or delaying purchase until prices stabilize, by 22%.
- 13% of consumers expressed concern that tariffs might impact their jobs or the industry in which they are employed.
- 46% of consumers said they think tariffs in general have pros and cons depending on how they’re implemented, while 21% think they’re harmful, and 16% think they’re helpful.
- 53% of consumers believe opinions on tariffs are largely shaped by political affiliation.
When it comes to the latest wave of tariffs, shoppers are understandably split, with 35% supporting the tariffs, 23% feeling neutral or having no opinion and 38% opposing them. Opinions are stronger on the negative side, with those who strongly oppose tariffs outnumbering those who strongly support at 28% to 14%, respectively, according to Numerator.
Numerator based the report on a February 11 survey of 1,000 consumers in the United States.
