Americans Adjust Their Spending as Tariff Predictions Worsen Economic Outlook

A recent survey conducted by the marketing research firm Savanta has revealed that a substantial portion of the American population is bracing for increased tariffs and the subsequent effect on their economic well-being. With tariffs dominating headlines, consumers are not sitting idly by; they are already adapting their spending habits in anticipation of higher costs.

According to the findings, 54% of Americans are convinced that the rising tariffs will negatively impact the economy. Similarly, nearly half of the respondents (48%) expect these tariffs to increase over the course of the coming year. The implications of these tariffs extend beyond general economic concerns. In fact, a striking 77% of respondents anticipate that tariffs will significantly affect their household finances, while 41% claim they are already feeling the financial pinch.

Kyle Gollins, Head of Commercial at Savanta, indicated the shift in consumer awareness, stating, "Americans may not follow every trade policy detail, but they know when their household expenses go up. What used to be a geopolitical lever is now a household pressure point." This highlights a significant change in how tariff policies are perceived by the average consumer.

Political Divide on Tariff Opinions

The survey results also revealed a notable political divide regarding the anticipated impact of tariffs on the economy. Among Democrats surveyed, a substantial 73% believe that tariffs will be detrimental, while 55% of Independents share this view. In contrast, only 33% of Republicans perceive tariffs as harmful to the economy.

Adaptation to Price Increases

As concerns about higher prices loom, many Americans have begun altering their purchasing decisions. The survey indicates that 66% of respondents have noticed price hikes in grocery items, with 42% observing similar increases in clothing prices. This has prompted a significant shift in consumer behavior: 71% of those surveyed are either changing or contemplating changes to their buying habits, with 61% opting for more affordable options in recent months. Furthermore, 35% of Americans classify tariffs as a hidden tax on consumers, illustrating a growing awareness of how these policies directly impact their wallets.

Jennifer Kim, a research analyst at Savanta, commented on the observable behavioral changes: "We're witnessing real-time shifts in consumer habits, from brand loyalty to budgeting. Even those who may not diligently follow trade headlines are feeling the economic strain."

Understanding of Tariff Policies

Surprisingly, the survey findings also challenge the notion that tariff policies are too intricate for the public to comprehend. A majority of Americans (56%) expressed a moderate to strong understanding of how U.S. tariffs function, suggesting that their concerns are grounded not just in emotion, but also in informed awareness.

The survey conducted by Savanta included responses from 1,000 U.S. adults aged 18 and older and was carried out from June 13-14, 2025. The margin of error stands at +/- 3%.

About Savanta: Savanta is a leading data, market research, and advisory company committed to delivering insightful analysis and empowering technology to support its clients. They specialize in high-impact consulting that informs and inspires strategic decisions.

As the discussion around tariffs continues to unfold, the implications for consumer behavior and economic trends remain a crucial area to watch in the coming months.