Summary
As tariffs and rising prices reshape U.S. consumer behavior, shoppers are redefining what value means this holiday season. Wunderkind’s October 2025 Tariff Impact Survey finds that 6 in 10 Americans feel cautious or worse about the economy, driving more deal-hunting, retailer-switching, and demand for price transparency. From Gen Z’s AI-assisted savings to Boomers’ focus on stability, every generation is adjusting. For brands, the message is clear: loyalty now belongs to those who lead with clarity, affordability, and trust
As tariffs continue to shape prices and consumer confidence heading into the BFCM 2025, U.S. shoppers are making every dollar, and every decision, count. What was once a temporary reaction to inflation has evolved into a full-blown shift in buying behavior: deal-hunting is habitual, brand loyalty is conditional, and transparency is the new trust signal.
Wunderkind’s October 2025 Tariff Consumer Impact Survey shows 6 in 10 Americans feel cautious or worse about the economy, and they’re changing how, where, and when they shop. This month’s findings reveal the new rules of value-first marketing, and how brands can thrive when every shopper is a strategist.
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Economic Caution Becomes the Default Setting
By October, consumer unease has deepened: 60% of U.S. shoppers now describe themselves as cautious, pessimistic, or even panicked about the economy. Optimism has slipped to just 21%, with women and younger generations leading the pullback.
This persistent anxiety is directly reshaping spending habits. As tariffs raise prices, “cautious confidence” has become the defining mood ahead of BFCM. Men and Boomers show slightly more optimism, but even they’re balancing that with tighter wallets.
Price Pressure Fuels a Deal-Seeking Boom
Tariffs are forcing a nationwide shift from cutbacks to clever saving. Nearly half of U.S. consumers (47%) report seeking deals more often, outpacing those cutting back on non-essentials (37%) or shopping less overall (34%).
Gen X top the charts for deal-seeking (53%), while Millennials and Gen Z are most likely to switch retailers (21–22%), signaling low loyalty in exchange for better prices. Women edge out men in hunting discounts, though men lead in checking where products are made, a subtle sign of renewed interest in sourcing transparency.
Digital Deal-Seeking Is the New Normal
The online battlefield has intensified. 38% of shoppers now visit more websites to find the best deals, while 26% use browser extensions or coupon apps to automate savings. Gen Z leads the charge, especially in leveraging AI tools and social forums, while Boomers largely resist digital adaptation (63% report no change). This shift signals a critical truth: digital convenience is now part of perceived value.
Here, AI isn’t just a buzzword, it’s reshaping consumer deal-hunting behavior. Half of U.S. shoppers now use AI either occasionally or regularly to find better deals, though hesitation remains high. Millennials (38%) and Gen Z (26%) lead adoption, while nearly two-thirds of Boomers have yet to try AI tools.
Transparency and Trust: Loyalty’s New Currency
In a landscape of uncertainty, honesty sells. 51% of U.S. consumers say transparent communication about pricing directly increases their loyalty, while another 29% say it “might” if handled well.
Gen X (56%) and Millennials (55%) are the most responsive, proof that visibility drives retention. Boomers, though less swayed by transparency alone, respond to stability messaging and consistent promotions.
Email remains the top loyalty lever, with 51% of consumers preferring to receive personalized offers via email, followed by text/SMS (25%) and in-app notifications (24%). Boomers still prefer physical mail (28%), while Gen Z skews toward app-based communication.
BFCM 2025 Spending: Cautious Yet Engaged
Even the holidays aren’t immune. 43% of Americans plan to cut back on Halloween spending, either spending less, skipping purchases, or switching to cheaper options. The pattern continues into Black Friday and Cyber Monday, where over 60% plan to spend less or focus on discounts.
Still, nearly half (47%) expect to spend the same or more during deal days, especially Millennials, who are the most engaged and responsive to early-access promotions.
Closing Insight: Value, Visibility, and Versatility Win
U.S. consumers are entering the 2025 holiday season with caution, price sensitivity, and a hunger for transparency. They’re not tuning out—they’re tuning in to brands that prove value clearly.
The bottom line:
 – Value-first is non-negotiable. Rising prices have made deal-seeking mainstream.
– Digital channels are loyalty drivers. AI, apps, and automation are now part of the savings journey.
– Transparency builds trust. Honest, proactive communication converts hesitancy into loyalty.
Brands that embrace these dynamics, combining clarity, flexibility, and personalization, will stand out in a tariff-charged economy. As Wunderkind’s October findings make clear, the winners this season will be those who make every message, price, and promotion feel like a deal worth trusting.