Retail
Instant Intelligence: How consumers are responding to tariff-fueled price hikes
Survey shows 38% of shoppers are paying more attention to the price of goods — and finding ways to cut costs.
With tariffs all but certain to impact household budgets, U.S. consumers are exploring new ways of shopping to curb the effects of price increases. Findings from our latest survey reveal changes in buying habits are already taking shape.
What we found: Our survey of 500 Americans ages 18 to 70, which gauges consumer sentiment around tariffs, shows 44% believe tariffs have already increased the price of goods and services.1 Respondents are processing the news by proactively cutting costs:
In fact, 25% of U.S. consumers are buying more generic-label products.
23% are using more coupons.
22% are diversifying their search for better deals.
19% are grocery shopping less frequently.
And, overall, 38% of consumers surveyed are paying more attention to the price of goods.
The survey was conducted by The Trade Desk Intelligence and market research firm Appinio in 2025.
What it means: The findings indicate that shoppers notice when marketers lead with empathy — 36% say they appreciate when brands emphasize affordability or special deals in ads during economic downturns.1 For effective marketers, advertising during times of economic turbulence means doing more than identifying intent. They must meet consumers where they are, both financially and emotionally.
Sources:
1. The Trade Desk Intelligence and Appinio, U.S. Economic Impact Study, n=500, A18+, April 7 – 14, 2025.