Survey: 87% of Consumers Concerned About Tariff Impacts

A recent Numerator survey indicates significant consumer apprehension regarding U.S. tariffs, with 87% expressing concern and 63% specifically worried about price increases on everyday goods. This widespread anxiety is poised to impact consumer spending, as 82% anticipate altering shopping habits by cutting nonessential purchases and delaying big-ticket items. Crucially, 57% foresee a negative impact on the U.S. economy, and 77% fear a recession within the next year, signaling potential headwinds for consumer-driven sectors and broader market sentiment.

Analysis

Survey: 87% of Consumers Concerned About Tariff Impacts Nearly 90% of U.S. consumers expressed concern about U.S. tariffs, according to a survey conducted by Numerator. Updated with new data, Numerator’s Tricks of the Trade: Consumers React to U.S. Tariffs article references survey responses from more than 30,000 verified U.S. consumers between April and July 2025 on how shoppers are bracing for price hikes, supply shifts, and modified shopping behavior. Key responses include: - 77% of U.S. shoppers say they're aware of new or proposed tariffs with awareness peaking in April before slowly falling to 71% by early July. - While awareness is high, understanding remains mixed. About a third (36%) of shoppers say they fully grasp how tariffs affect prices while nearly half (47%) have a general idea but lack details. In addition, 15% admit to having little to no understanding of the issue. - 87% are concerned about the impact of tariffs on their finances or shopping. - 63% are worried about tariffs raising the price of everyday goods, 59% about general inflation, and 48% about higher prices on nonessential items. - Shoppers also reported worries around limited product availability (45%), the impact on the stock market (34%) and slower economic growth (30%). - Shoppers worry most about tariff-related price increases in essential categories like groceries (58%), household goods (43%), gasoline (40%), and medications/medical supplies (36%). - More than half (57%) of U.S. consumers believe tariffs will have a negative impact on the U.S. economy, and 77% are concerned about a recession within the next year. - 82% of consumers anticipate making changes to their shopping habits in response to tariffs, such as cutting back on nonessential spending (47%), looking for sales or coupons to offset tariff price increases (42%), delaying nonessential or big-ticket purchases (32%), or switching to lower-priced retailers or discount stores (29%). - 19% of consumers expressed concern that tariffs may impact their job or industry. - 41% think tariffs in general have pros and cons depending on how they're implemented while 25% think they're harmful, and 23% think they're helpful. Many Americans (60%) also believe opinions on tariffs are largely shaped by political affiliation. - 32% of consumers support the current tariffs, 22% feel neutral or have no opinion, and 45% oppose. Opinions are stronger on the negative side with those who "strongly oppose" outnumbering those who "strongly support" 30% to 13%. Published: September 30th, 2025 Share this Feature Recommended Reading: | ADVERTISE | SPONSORED CONTENT | FRANCHISE TOPICS - Multi-Unit Franchising - Get Started in Franchising - Franchise Growth - Franchise Operations - Open New Units - Franchise Leadership - Franchise Marketing - Technology - Franchise Law - Franchise Awards - Franchise Rankings - Franchise Trends - Franchise Development - Featured Franchise Stories | ADVERTISE | SPONSORED CONTENT | Starting your own Snapology education franchise is affordable, flexible, and provides a great opportunity for success. Find out more today on how you... Request Info Own a highly profitable business that impacts lives in your community by jumping into action as an Urban Air franchisee owner. Cash Required: $750,000 $750,000 Request Info A Numerator survey reveals significant and widespread consumer apprehension regarding U.S. tariffs, with 87% of respondents expressing concern over their financial impact. This sentiment, rated as "strongly negative" with a sentiment score of -0.75, is translating directly into planned behavioral shifts, as 82% of consumers anticipate altering their shopping habits. Key intended changes include reducing nonessential spending (47%), delaying large purchases (32%), and migrating to discount retailers (29%). This defensive posturing is underpinned by broad macroeconomic fears, with 57% of consumers believing tariffs will negatively impact the U.S. economy and a striking 77% concerned about a recession within the next year. The primary source of anxiety is the potential for price inflation on essential goods, specifically groceries (58% concerned) and household items (43%). The data also indicates a notable political division, with 45% opposing the current tariffs versus 32% in support, suggesting that trade policy will likely remain a contentious and unpredictable factor for the foreseeable future.

Key Decisions for Investors

• Re-evaluate exposure to consumer discretionary sectors, particularly those reliant on big-ticket items, as a significant portion of consumers (32%) plan to delay such purchases in response to tariff concerns.
• Positions in discount retailers and manufacturers of private-label goods may offer a defensive advantage, as 29% of shoppers plan to trade down to lower-priced alternatives to offset rising costs.
• Given that 77% of consumers fear a near-term recession, a defensive portfolio tilt should be considered, with a focus on companies possessing strong pricing power to navigate inflationary pressures on essentials.
• The politically polarized view on tariffs introduces significant policy uncertainty, requiring investors to monitor trade developments for headline risk, especially in import-heavy sectors.