Summary
Tariffs and inflation are reshaping U.S. shopping habits. Our September 2025 survey shows consumers cutting back, hunting for deals, and rewarding transparent brands. Discover key insights—spanning price sensitivity, loyalty, and holiday spending—that every marketer needs to act on now.
As tariffs and inflation continue to reshape the U.S. retail landscape, consumers are recalculating every purchase. The latest U.S. Tariffs Consumer Impact Survey (September 2025) reveals a market defined by caution, value-seeking, and shifting loyalty. For marketers, these shifts demand agile strategies, grounded in transparency, affordability, and personalization.
Confidence Cracks: 58% of Shoppers Feel Uneasy About the Economy
More than half of U.S. consumers (58%) describe themselves as cautious, pessimistic, or even panicked about the economy. Just 21% say they feel optimistic. Women are more concerned than men (62% vs. 52%), and Boomers are nearly as uneasy as younger cohorts, showing that no group is immune to tariff-driven stress.
For marketers. reassurance and stability must be at the core of your messaging. Brands that foreground trust, reliability, and affordability will resonate most with women and older shoppers. Meanwhile, aspirational tones may still engage men, who are almost twice as likely to feel optimistic.
Price Pressures Drive Pullback: 38% Cut Non-Essentials, 37% Hunt Deals
Consumers are responding to rising prices with clear behavior shifts:
– 38% are buying fewer non-essential items.
– 37% are seeking deals more often.
– 36% are shopping less overall.
Women are leading in non-essential cutbacks (45% vs. 32% of men), while Gen X is most likely to shop less overall (47%). On the flip side, Gen Z and Millennials show the highest willingness to switch brands (21% each), signaling weakened loyalty among younger buyers.
For retention, emphasize consistent savings and loyalty rewards for women and older shoppers. For acquisition, competitive pricing and “switcher-friendly” campaigns can help capture Gen Z and Millennial shoppers testing new retailers.
Transparency Builds Loyalty: Nearly Half Reward Brands for Honest Communication
Nearly 46% of U.S. consumers say they’re more likely to stay loyal to brands that are transparent about price increases, product availability, and offers. That number jumps even higher among Gen Z (53%) and Millennials (52%).
Marketers must make transparency a feature, not an afterthought. Use proactive messaging across email, SMS, and in-app notifications to reassure shoppers and differentiate your brand. Pair openness with personalized offers to turn honesty into retention.
BFCM Outlook: Majority Plan to Spend Less or Focus on Discounts
Looking ahead to Black Friday and Cyber Monday, a majority of consumers are tightening wallets:
– 32% expect to spend less than last year.
– 29% plan to focus more on discounts.
– 20% will prioritize essentials over gifts.
Only 7% expect to spend more, while Boomers lead the “no change” camp at 51%.
This BFCM, shoppers will be value-first. Highlight essentials, bundles, and early-access deals. Flexible financing will resonate with Millennials and Gen Z, while transparent communication on savings will be critical to win hesitant but motivated shoppers.
Closing Thought: Value + Transparency = Trust
The September 2025 survey makes one theme clear: price sensitivity is shaping every decision. Consumers are cautious, deal-driven, and selective. Brands that communicate openly and deliver visible, consistent value will win not just transactions but long-term loyalty.
Want the full picture? Download the complete September 2025 U.S. Tariffs Consumer Impact Survey to explore demographic breakdowns, AI shopping adoption, and detailed insights on how tariffs are reshaping U.S. retail behavior.