Updated: Nov 25, 2025
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.
Follow Circana's Updates on Tariffs
Price sensitivity and changes in priorities among consumers impact their decision-making across industries and categories. Circana data allows brands to activate strategies aligned with these changes.
