Nearly eight in ten (77 percent) Americans believe tariffs will impact their household finances wth and 41 percent saying it’s already hurting their wallets, according to a survey of 1,000 U.S. adults by the market research firm Savanta.
The survey found 66 percent have noticed price increases on groceries, and 42 percent say the same for clothing. Of the respondents, 71 percent have changed or are considering changing their purchase decisions with 61 percent having switched to cheaper brands in recent months. About a 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 Democrats and 55 percent of independents believing 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, Americas at Savanta. “What used to be a geopolitical lever is now a household pressure point.”
The survey was taken from June 13 to 14.
