NATIONAL CONSUMER SURVEY: ONLY 20% OF AMERICANS ARE PREPARED TO ABSORB TARIFF PRICE INCREASES

91% of consumers are already managing rising prices: 49% are cooking at home more, 45% are cutting back on impulse purchases and 22% are delaying technology upgrades

BOSTON, May 21, 2025 /PRNewswire/ -- With uncertainty and the threat of tariffs disrupting the economy, many Americans are bracing for the financial impact and already adjusting their household budgets and daily spending habits. According to new research from consumer insights platform Zappi, just 1 in 5 consumers (20%) feel ready to absorb the resulting price increases, and nearly one-third (31%) say they're not prepared at all. The data reveals additional unease: More than half (55%) of consumers say they are worried about tariffs, and only 34% believe that tariffs are good for the United States economy.

Zappi surveyed a nationally representative panel of 1,000 consumers about the economic impact of tariffs and their behavioral responses to rising prices and purchasing American-made goods. The survey also explores how demographic factors—such as age, gender, income and political affiliation—shape consumer readiness, understanding and attitudes toward tariffs.

Key findings include:

Understanding of Tariffs and Their Economic Impact

• Price pressure: The majority of Americans (70%) believe that tariffs increase the price of everyday goods.
  
  
• Knowledge gaps: Only 22% of consumers say they're very familiar with how tariffs impact prices, while nearly half (46%) say they're only somewhat familiar.
  
  • There is a correlation between news engagement and concern: 63% of those who follow trade news daily say they're worried about tariffs, compared to 17% of those who never follow this type of news.
• Mixed support: 20% would support tariffs to reduce dependence on foreign manufacturing while nearly one in five consumers (18%) say nothing would make them support tariffs.

Behavioral Responses to Rising Prices

• Rising prices tradeoffs: Nine-in-ten consumers (91%) are already making tradeoffs to manage rising prices.
  
  • Nearly half say they're cooking at home more often (49%), cutting back on impulse purchases (45%), ordering less takeout (44%) and delaying technology upgrades (22%).
    
    
  • One in three are switching to generic brands (32%), eliminating non-essentials (38%) or shopping at discount stores (31%)—showing that price pressures are reshaping how people spend across everyday categories.
• Some consumer categories are more susceptible to tariffs than others: When asked at what point consumers would no longer buy their favorite products based on category, the survey found a 5–10% price increase is enough to change behavior in most categories. In fact, more than half of consumers (56%) would stop purchasing snacks, fast food, cosmetics, wine and spirits and tech products if prices rose by just 10%.
  
  
• Purchasing decisions and pricing: Quality reigns supreme for consumers as the most important factor (87%), followed by price (85%) and availability (83%). Country of origin matters to just 44% and ethical sourcing to 54%.
  
  
• Cost wins over American-made items: Nearly half of respondents (46%) say they'd be most likely to buy a product labeled "Made in America," but only 20% are willing to pay significantly more for it. Nearly one-third (28%) would choose the cheaper option regardless.

The Political Divide on Tariffs

• 59% of Democrats believe tariffs are bad for the economy compared to just 20% of Republicans.
  
  
• 86% of Democrats believe tariffs increase the price of everyday goods, while 69% of Republicans share that view.
  
  
• While 57% of Republicans say they believe tariffs are good for America, only 27% feel prepared to absorb the higher costs they may bring.
  
  • Just 19% of Democrats and 20% of Independents feel ready to handle tariff-driven price hikes, with Democrats the most likely to say they are not prepared (40%), reflecting broader economic concerns across party lines.

Conducted online in mid-April 2025, the survey asked U.S. consumers aged 18-75 across popular political affiliations about their awareness of, preparedness for and feelings about tariffs.

For more statistics and information, download the full Tariff Survey Report.

ABOUT ZAPPI

Zappi is a leading consumer insights platform that helps brands win with consumers. Through AI-powered software that delivers connected insights, Zappi empowers brands to make faster, smarter and consumer-driven decisions by leveraging real-time, continuous consumer feedback.

Trusted by over 350 brands worldwide, Zappi helps create successful products, develop impactful ads and build winning brands by keeping the voice of the consumer at the heart of every decision. Named the Best Marketing Insights Platform by the MarTech Breakthrough Awards in both 2023 and 2024 and recognized by Business Insider as one of the hottest martech companies, Zappi is setting industry standards.

As a certified B-Corp, Zappi is committed to net-zero emissions, fostering an equitable workplace and leveraging technology to benefit the communities the company serves. With over 300 employees across more than 13 countries and offices in Boston, London and Cape Town, Zappi's culture has been celebrated by Fast Company, Comparably, Quirks, Great Place to Work and more. To learn more, follow Zappi on LinkedIn, Instagram and X.

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SOURCE Zappi