Americans Brace for Tariff Hikes, Adjust Spending Accordingly

Survey shows most expect tariffs to rise, hurt the economy, impact household finances

NEW YORK, July 9, 2025 /PRNewswire/ -- As new tariff discussions dominate headlines, a national survey from marketing research firm Savanta reveals that Americans aren't waiting for policy to change before acting. They're already adapting their spending in anticipation of higher costs.

More than half of Americans (54%) believe U.S. tariffs will hurt the economy, and nearly half (48%) expect them to increase over the next year. The concern isn't limited to abstract economics. 77% expect tariffs to impact their household finances, and 41% say it's already hurting their wallets.

"Americans may not follow every trade policy detail, but they know when their household expenses go up," said Kyle Gollins, Head of Commercial, Americas at Savanta. "What used to be a geopolitical lever is now a household pressure point."

The issue also carries a political divide:

• 73% of Democrats and 55% of Independents believe tariffs will hurt the economy
• Just 33% of Republicans share that view

Tariffs Are Reshaping Consumer Behavior
Faced with rising prices, Americans are adjusting fast:

• 66% have noticed price increases on groceries, and 42% say the same for clothing
• 71% have changed or are considering changing their purchase decisions
• 61% have switched to cheaper brands in recent months
• 35% view tariffs as a hidden tax on consumers

"We're seeing real-time behavioral shifts, from brand loyalty to budgeting," said Jennifer Kim, research analyst at Savanta. "Even for those who don't follow trade headlines, they're feeling the economic stress."

Most Americans Say They Understand Tariff Policy
The findings also challenge the idea that tariff policies are too complex for public knowledge. A majority of Americans (56%) say they have a moderate or strong understanding of how U.S. tariffs work, suggesting that concern isn't just emotional, but informed.

About Savanta
Savanta is a data, market research, and advisory company. We inform and inspire our clients through powerful data, empowering technology, and high-impact consulting.

Survey Methodology
The poll conducted by Savanta had a sample size of n=1,000 U.S. adults aged 18+ and was conducted from June 13-14, 2025. The margin of error is +/- 3% per 1,000 completes.

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SOURCE Savanta Group LLC