The Numerator Tariff Sentiment Tracker indicated 71% of consumers are aware of new or proposed tariffs on goods imported into the United States, and 81% of consumers understand how the duties can impact prices.
In an update to the market researcher’s study, more U.S. consumers oppose tariffs, at 43%, than support them, at 29%, with 28% neutral on the subject. Only 27% of participants in the tracker study said they believe tariffs would have a positive impact on the U.S. economy during the next year, while 58% felt they would have a negative impact. Moreover, 77% of consumers said they are concerned about the possibility of a recession in the coming year.
As consumers view prospects for the economy, Numerator noted:
- 86% are concerned about the impact of tariffs on their personal finances.
- 61% are worried about higher prices on everyday goods.
- 57% are concerned about general inflation.
- 47% are worried about higher prices on non-essential items.
- 43% are concerned about limited availability of certain products.
- 81% expect to adjust their finances or shopping habits in response to the tariffs.
Consumers in the study said they are most likely to cut back spending on non-essentials, at 45%; look for sales or coupons to offset price increases, at 41%; delay non-essential or big-ticket purchases, at 30%; switch to lower-priced retailers or discount stores, at 29%; and buy fewer imported goods, at 28%.
