Tariffs & consumer breaking points: Where will shoppers draw the line?
Discover how U.S. consumers are responding to rising prices — and when they’ll stop spending.
WHAT YOU'LL GET
The impact of US tariffs
New tariffs are hitting American wallets — and the impact may be sharper than expected. Our latest research dives into the behaviors and attitudes of 1,000 consumers across the U.S., revealing which categories are most vulnerable to a price hike and where consumers are reaching their limit.
We explore:
Which categories will take the biggest hit with just a 5–10% price increase
Why 80% of Americans feel unprepared for the financial impact of tariffs
How politics, income, and media shape consumer understanding and support for tariffs
What it all means for brand loyalty and innovation strategy
If you’re in marketing, insights, or innovation, this report is your cheat sheet to shifting consumer priorities — and how to stay ahead of them.
A 5–10% price increase is enough to change behavior in most categories. For example, 56% of consumers would stop buying snacks at just a 10% markup.