Chicago – Awareness of new or proposed tariffs among U.S. consumers jumped sharply last month, reaching 83% in February, up from 53% in December, according to the latest Numerator data.
The consumer insights company’s report, Tricks of the Trade: Consumers React to U.S. Tariffs, highlights growing concerns about the economic effects of tariffs:
- 64% worry about rising prices for everyday goods.
- 44% fear limited availability of certain products.
- 25% are concerned about a potential slowdown in economic growth.
Top Categories of Concern
Consumers are particularly worried about tariff-driven price increases in key categories:
- Groceries (54.8%)
- Gasoline (41.0%)
- Household goods (34.0%)
Changing Shopping Habits
With tariffs affecting prices, 76% of consumers anticipate adjusting their shopping behaviors:
- 23% plan to look for sales or coupons to offset price increases.
- 23% will stock up ahead of anticipated hikes.
- 22% intend to delay purchases until prices stabilize.
- 13% are concerned tariffs may impact their job or industry.
Mixed Opinions on Tariff Policies
Despite rising concerns, consumer opinions on President Trump’s tariff policies remain divided:
- 46% believe tariffs have both pros and cons, depending on implementation.
- 21% consider them harmful.
- 16% see them as beneficial.
- 53% think views on tariffs are shaped by political affiliation.
When it comes to the latest tariff measures:
- 35% support the tariffs.
- 23% are neutral or have no opinion.
- 38% oppose, with strong opposition (28%) outpacing strong support (14%) by a 2-to-1 margin.
Numerator’s findings are based on a February 11 survey of 1,000 U.S. consumers. As tariff policies evolve, consumer sentiment and shopping behaviors will likely continue to shift.
