New survey shows only 20% of Americans are ready to absorb tariff price increases

BOSTON – With uncertainty and the threat of tariffs disrupting the economy, many Americans are bracing for the financial impact and already adjusting their household budgets and daily spending habits. According to new research from consumer insights platform Zappi, just one in five consumers, 20 percent, feel ready to absorb the resulting price increases, and 31 percent say they are not prepared at all. The data reveals additional unease. More than half – 55 percent – of consumers say they are worried about tariffs, and only 34 percent believe that tariffs are good for the United States economy.

Zappi surveyed a nationally representative panel of 1,000 consumers about the economic impact of tariffs and their behavioral responses to rising prices and purchasing American-made goods. The survey also explores how demographic factors – such as age, gender, income and political affiliation – shape consumer readiness, understanding and attitudes toward tariffs.

Key findings from the survey include the following:

• The majority of Americans, 70 percent, believe that tariffs increase the price of everyday goods.
• Only 22 percent of consumers say they’re very familiar with how tariffs impact prices, while nearly half, 46 percent, say they’re only somewhat familiar.
• Notably, there is a correlation between news engagement and concern. According to the survey, 63 percent of those who follow trade news daily report being worried about tariffs, compared to 17 percent of those who never follow this type of news.
• Consumers are giving mixed support signals. According to the survey, 20 percent would support tariffs to reduce dependence on foreign manufacturing, while nearly one in five consumers – 18 percent – say that nothing would make them support tariffs.
• More than 90 percent of consumers (91 percent) are already making tradeoffs to manage rising prices.
• Nearly half of all consumers are cooking at home more often, at 49 percent, cutting back on impulse purchases at 45 percent, ordering less takeout at 44 percent and delaying technology upgrades at 22 percent.
• One in three consumers is switching to generic brands at 32 percent, eliminating non-essentials at 38 percent, or shopping at discount stores at 31 percent.
• Some consumer categories are more susceptible to tariffs than others. When asked at what point consumers would no longer buy their favorite products based on category, the survey found that a 5-10 percent price increase is enough to change behavior in most categories. In fact, more than half of consumers, 56 percent, would stop purchasing snacks, fast food, cosmetics, wine and spirits, and tech products if prices rose by just 10 percent.
• Quality reigns supreme for consumers as the most important factor at 87 percent, followed by price at 85 percent and availability at 83 percent. Country of origin matters to just 44 percent and ethical sourcing to 54 percent.
• Nearly half of respondents, 46 percent, say they’d be most likely to buy a product labeled “Made in America,” but only 20 percent are willing to pay significantly more for it. Almost a third, 28 percent, would choose the cheaper option regardless.
• Per the survey, 59 percent of Democrats believe tariffs are bad for the economy compared to just 20 percent of Republicans.
• Per the survey, 86 percent of Democrats believe tariffs increase the price of everyday goods, while 69 percent of Republicans share that view.
• While 57 percent of Republicans say they believe tariffs are good for America, only 27 percent feel prepared to absorb the higher costs they may bring.
• Just 19 percent of Democrats and 20 percent of Independents feel ready to handle tariff-driven price hikes, with Democrats the most likely to say they are not prepared at 40 percent, reflecting broader economic concerns across party lines.

This survey from Zappi asked U.S. consumers aged 18-75 across popular political affiliations about their awareness of, preparedness for and feelings about tariffs in April 2025.