Tariffs are reshaping how Americans shop, but habits aren’t changing as dramatically as anticipated.
We partnered with Suzy Market Research to survey 1,000+ American consumers in an effort to understand how tariffs are impacting shopping behaviors. There is a clear pattern in the data: People are definitely paying attention to cost, but they’re also rethinking how they determine value.
The majority of shoppers say they haven’t changed whether they shop in store or online due to tariffs. About 42% say they saw no difference in prices between the two. And while 26% believe they can get lower prices online, shoppers aren’t just hunting for deals. They’re looking for value in a broader sense — trust and experience matter just as much as cost, no matter where they shop.
Tariffs have made shoppers more thoughtful and value-conscious. And they’re relying on in-store experiences to help them feel confident when prices are uncertain.
Shoppers are sensitive to price changes
Some retailers have managed to absorb the tariff costs so far, but in general, retail costs have risen about five percentage points compared to pre-tariff levels. This may not seem that drastic, but it’s noticeable, as 68% of shoppers in our survey say they’re somewhat or very familiar with how tariffs impact prices.
Consumers adapt to these increases in different ways:
- 50% have been buying fewer items
- 41% have switched to cheaper brands
- 37% have sought out coupons and promotions
- 33% have delayed purchases
However you slice it, tariffs are creating friction in the shopping economy. People aren’t making buying decisions as quickly as they used to. They’re gathering more information and weighing their options more carefully before committing.
They want to feel confident in their buying decisions. When they do, they’re more willing to spend. The in-store experience plays a major role in boosting buyer certainty — 61% of respondents feel reassured by clear promotional signage. Price lock guarantees, savings banners and messaging that emphasizes value all help reduce shopper anxiety and make them feel better about opening their wallets.
Deliberate shopping is on the rise
Consumer optimism has taken a hit this year, and shoppers are responding with a more pragmatic, deliberate approach because they’re trying to regain a sense of control in a time when everything feels unpredictable.
Shoppers are taking the time to compare prices, research brands and honestly ask themselves what they really need. But they’re still open to being persuaded if there’s immediate value. Around 60% say promotions and coupons influence their buying decisions, even in the face of widespread price increases.
In-store messaging that reinforces the promise of value can help ease purchase anxiety during price hikes. Close to half (44%) of shoppers we surveyed said value messaging helps them feel smarter about what they’re buying. Digital signage and audio messages that emphasize “more value for your money” give consumers the confidence boost they need to commit to a purchase.
Loyalty resonates with shoppers
Just over half (51%) say loyalty program messaging has this same reassuring effect when there’s a price hike. In-store signage and messaging that emphasize the value shoppers get from a membership or rewards program reaffirms their confidence when buying.
There’s also value in brand awareness. Another 47% of respondents say brand familiarity wins out over climbing costs. They’ll stick with the brands they know and love, trusting in their quality and reliability — even in the face of higher prices. Younger generations (25-34 year olds) respond particularly well to brand storytelling when shopping compared to other generations.
This tells us that trust has become just as important as price in how people evaluate purchases. When everything feels uncertain, in-store experiences that highlight recognizable brands and remind customers of their rewards can help ease some of the anxiety at checkout.
The opportunity for renewed in-store engagement
Most people haven’t changed where they prefer to shop, but a few have shifted more online, and some are heading back into physical stores.
In the three months before our survey:
- 83% visited big box retailers like Target or Walmart
- 71% said grocery stores like Albertsons or Kroger
- 58% said discount stores like Dollar General or Family Dollar
Online commerce is growing, but it’s clear that in-person shopping is still a mainstay in people’s buying habits.
The in-store experience has a unique ability to calm the anxiety that sends shoppers hunting for better deals. Retailers like Walmart are leaning into retail media to meet customers where they are while also absorbing some of the increased cost to keep sales volumes up.
This points to a bigger shift around media revenue becoming a critical buffer against economic shocks like tariffs. These tariffs are hitting both retailers and advertisers, and as advertisers face rising costs, they’re shifting budgets toward tactics that deliver immediate, measurable ROI.
That presents a major opportunity for retailers, who sit at the last mile of the customer journey. The ones who move fast and connect media to in-store experiences will be best positioned to weather volatility and still deliver value to customers.
Tariffs aren’t radically changing shopper behaviors, but they are turning consumers into more intentional buyers. Their belts are tighter, but they’re willing to spend if they feel confident about their purchase. By creating compelling in-store experiences and communicating value clearly at every touchpoint, retailers can turn tariff-driven anxiety into an opportunity to deepen customer relationships.
