Nearly eight in ten (77 percent) respondents believe tariffs will impact their household finances, with 41 percent noting it has already hurt their wallets, according to a survey of 1,000 U.S. adults by the market research firm Savanta.
The survey found that 66 percent of participants have noticed price increases on groceries, and 42 percent found the same for apparel. Of the respondents, 71 percent have changed, or are considering changing, their purchasing decisions, with 61 percent having switched to less expensive brands in recent months. About one-third (35 percent) view tariffs as a hidden tax on consumers.
“We’re seeing real-time behavioral shifts, from brand loyalty to budgeting,” said Jennifer Kim, research analyst at Savanta. “Even for those who don’t follow trade headlines, they’re feeling the economic stress.”
The issue also carries a political divide, with 73 percent of registered Democrats and 55 percent of Independents noting that tariffs will hurt the economy, while just 33 percent of Republicans share that view.
“Americans may not follow every trade policy detail, but they know when their household expenses go up,” said Kyle Gollins, head of Commercial for the Americas at Savanta. “What used to be a geopolitical lever is now a household pressure point.”
Savanta conducted its survey from June 13 to 14, 2025.
Image courtesy Gap
