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Circana's Tariff Talk May 2025 Report

Dan Joyner

Consultant, Complete Consumer

Households widely expect tariffs to drive price inflation, but they remain less decisive on job-related effects.

  • Writer: Dan Joyner
    Dan Joyner
  • May 30
  • 1 min read

Updated: Jun 3


An image of Circana's Spotlight report which reads "Tariff Talk May 2025 Update" - polarization grows as trade challenges rise.
Tariff Talk May 2025 Report by Dan Joyner

This report examines the implications of newly imposed U.S. tariffs, including a 10% universal tariff on all imports and elevated rates on select nations. In addition to analyzing shifting public opinions, inflationary concerns, and evolving shopping behaviors, this report offers practical advice for retailers and manufacturers navigating this dynamic consumer landscape.


How Are U.S. Consumers Reacting To Tariffs?


  • Nearly half of U.S. households now strongly support or oppose tariffs, reflecting increasingly divided public opinion.

  • 69% of households believe tariffs will drive higher prices; concerns about inflation are expressed by both supporters and opponents of tariffs.

  • A plurality of consumers remains uncertain about tariffs’ impact on employment or wages, with split expectations persisting.



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About the author

Bringing extensive experience in survey and longitudinal panel research, Daniel Joyner has studied consumers’ shopping and purchasing behaviors since joining Circana in 2004. In his two decades with Circana, Joyner has designed and led hundreds of consumer research projects, including new product and package tests, ad messaging and content evaluations, price sensitivity analyses, brand health tracking, and consumer segmentation.


As a previous member of the start-up team for the Checkout receipt panel, Joyner played a pivotal role in developing many first-to-market POS-calibrated longitudinal buyer analytic methodologies. His deep expertise in customer behavior and consumer panel analytics made Joyner a trusted advisor to many brands and retailers, helping them leverage panel research to uncover new growth opportunities and improve their marketing strategies.


Joyner’s research is anchored in the fundamental truth of consumer behavior: Loyalty is fleeting, and brands must constantly innovate to stay relevant. Passionate about transforming the way brands think about their customers, his insights equip brands to adapt, innovate, and thrive in today’s competitive omnichannel marketplace by embracing consumer-first strategies.

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