U.S. Tariffs: Consumer Impact Report, August 2025

Tariffs aren’t just headlines, they continue to reshape how Americans spend, save, and shop. In this August 2025 report, we uncover how persistent price pressures are influencing sentiment, driving deal-seeking, and redefining brand loyalty. Get exclusive insights into:


  • Why 58% of consumers feel cautious, pessimistic, or panicked about the economy
  • How 37% of consumers are visiting brands websites directly in search of deals
  • The demographic divides shaping reactions to tariff deadlines and price hikes
  • Strategies to engage cost-conscious shoppers without sacrificing brand equity
With nearly a third (30%) of consumers planning to spend less this Black Friday/Cyber Monday and 64% saying they’d save a tariff rebate or spend it only on essentials, brands must adapt. This report shows how to earn trust, spotlight value, and thrive in a value-driven market.
“This report is a roadmap for brands navigating today’s tariff-driven economy. It translates shifting consumer sentiment into clear, actionable strategies, so marketers can cut through the noise, build trust, and turn price sensitivity into lasting loyalty."

Tim Glomb, VP of Content, Wunderkind