As the nation adjusts to new leadership in the White House, the Trump Administration's tariff plan is drawing widespread attention as a policy that could have far-reaching implications. Tariffs are taxes imposed by governments or a collection of countries such as the European Union that can be assigned to imported or exported goods.
Searches for “what are tariffs?” exploded by over 1,500% from August 2024 to November 2024 after news spread of the plan to add tariffs on Mexico, Canada, and China. Now, a new survey of 1,000 Americans finds many are already changing their shopping habits in anticipation of how these potential tariffs could impact their bank accounts.
Over 2 in 3 Americans Changing Shopping Habits In Anticipation of Tariffs
86% of Americans expect consumer price increases due to tariffs in 2025. Even if the initial plan to add tariffs up to 25% on some Mexican and Canadian goods and an additional 10% tariff for certain Chinese goods does not move forward, survey statistics show 76% believe the threat of tariffs will still raise prices in 2025.
Nearly 3 in 4 Americans are worried about how this could impact them financially, with 2 in 3 anticipating negative impacts. Because of this, 67% of Americans plan to change their shopping habits in 2025.
The top 5 shopping changes Americans are adopting include comparing prices more carefully, decreasing spending on imported goods, shopping at more local or small businesses, limiting international purchases, and shopping at thrift or secondhand stores.
Over 1 in 10 (12%) Americans have started stockpiling products over potential tariff concerns. A 50-year-old survey respondent from Colorado shared that she’s gathering products she regularly uses that are manufactured overseas. A 35-year-old man in Washington explained that he’s ordering more Chinese products from Temu and AliExpress, while a 28-year-old Texas woman said she’s stockpiling Korean and Japanese beauty products along with internationally made clothes.
If consumer prices go up, the first things most people plan to cut back on are non-essential items such as clothing or electronics. Nearly 2 in 3 (64%) will change their eating habits by no longer eating out or getting takeout as much, and 55% will cut down on traveling or vacations.
Why Americans Buy Internationally-Made Products
The top 3 reasons people make international purchases are:
- Cheaper costs
- Prefer certain brands/styles
- Convenience
Prices are a huge factor influencing American consumer purchase decisions. Over 2 in 3 (68%) Americans say higher costs keep them from purchasing products that are made in the U.S. In fact, 40% say it’s important to buy products made in the USA only if it’s cheaper than similar internationally-made products.
Over Half of Americans to Prioritize Purchasing Products Made in the U.S. in 2025
Despite the costly challenges, many Americans are looking to invest in products made in the country with 53% prioritizing purchasing products made in the USA in 2025. The most common American-made products people prefer are food and beverages and medicine or healthcare items.
One industry these tariffs are expected to influence is the manufacturing field. Increased tariffs on international countries can provide companies more opportunities to manufacture and produce goods at competitive prices in the U.S. According to the U.S. Bureau of Economic Analysis, manufacturing accounts for 11% of the U.S. Gross Domestic Product (GDP), and non-durable goods manufacturing was one of the top contributors to the 3% GDP increase in 2024. While 47% of people surveyed think America’s economy is based on manufacturing, 46% believe the tariff plan will revive manufacturing in the country.
No matter what changes come with these potential tariffs, our research shows Americans are going into 2025 with a cost-conscious mindset and looking to do what’s best for their wallet. Whether it’s putting more time and research into ensuring that they’re getting the best prices or prioritizing purchases at local and small businesses within the community, personal finance remains a critical focus for many in 2025.
Methodology
In January 2025, we surveyed 1,007 Americans about their shopping habits and plans. 54% were men, 44% were women, 1% were non-binary, and 1% would rather not say. Survey respondents ranged in age from 18 to 80 with an average age of 39.
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