American consumers in the US are bracing themselves for the impact of the ongoing trade regulation changes, with 91% of consumers making financial changes to offset the price of tariffs, according to a survey from Zappi.
Customers are using a number of ways to cut costs, with 49% of respondents cooking at home more often, 45% reducing their impulse purchases, 44% ordering less takeout, and 22% postponing technology updates.
With the newly implemented tariffs adding economic pressure to shoppers, 46% stated they would be most likely to buy a product with the label ‘’Made in America.’’
This aligns with findings from SmartScout, which revealed that searches with the terms “made in USA products only” have surged by 220% year-over-year.
However, consumers are still remaining budget conscious, with only 20% willing to pay more for US-made products and 28% prioritizing a cheaper option regardless.
Shoppers have become more price-conscious, with 56% of shoppers responding that they would cut off snacks, fast food, cosmetics, wine and spirits, and tech products if they increased by 10%.
However, the results revealed that product quality still plays an important role in shoppers’ decisions, with 87% responding that quality is the most important factor when purchasing an item. Other factors that are the most important to shoppers are the price (85%) and availability (83%).
A recent survey also found that there is increasing worry over trade concerns among American shoppers, as consumer sentiment plunged by 30% between January and April.
The survey was carried out in April 2025 with 1,000 people between the ages of 18 and 75.
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