A survey AI software platform o9, revealed 45% of consumers were extremely or very concerned global trade issues would affect their ability to find products they want to purchase during the upcoming holidays.
The survey, conducted in concert with marketing agency Team Lewis, found 75% of respondents agree they are more likely to buy based on a need and 55% will usually wait until the product is on sale.
Regarding overall holiday spending, 32% of survey respondents said they plan to cut back due to tariffs or trade restrictions, while 31% indicated they will switch to lower-cost brands or products. Price wasn’t everything to everyone, as 42% of respondents said quality or durability would make them purchase a more expensive item from one brand over one that’s less expensive from another.
Half of the respondents said they believe the rise in prices for everyday items within the last six months is a result of new or ongoing tariffs. They said products most affected by tariffs or trade-related supply chain issues are electronics, selected by 36%; food and beverage items, by 35%; and cars and automotive goods, by 31%. Overall, 26% said they plan to buy fewer imported goods this holiday season, and 43% said their decision to buy imported products depends on price difference. Some 27% maintained they would still purchase even if tariffs made something more expensive.
The survey demonstrates American spending habits are shifting in response to rising costs and uncertainty, with consumers adopting more value-driven shopping habits that balance affordability with quality, o9 asserted.
“Tariffs in their current form are being used more unpredictably and aggressively than in decades past, and our new shopper spotlight survey reflects the impact of that among American consumers,” said Adam Ben-Yousef, o9 senior vice president, revenue growth management. “Despite today’s uncertain economic environment, brands that can connect pricing, promotions and portfolio strategy with real consumer behavior are better equipped to navigate tariff volatility with clarity and control. With the right data, tools and collaboration in place, companies can make smarter tradeoffs, strengthen brand equity and deliver value in ways that last far beyond the 2025 holiday season, regardless of what the market throws their way.”
