Key stat: 70% of US adults believe tariffs will lead to higher prices on food, electronics, and other goods, but only 26% are stocking up on items they think will cost more, according to a February 2025 survey from Ipsos.

Beyond the chart:

• Over half (54%) of US consumers believe they will be the ones to bear the cost of tariffs, according to a recent report from DKC.
• Despite this, 42% are at least somewhat pro-tariff, per the report.

Use this chart: Retailers can use this to prepare for shifting consumer spending habits as tariffs are enacted and develop messaging that educates consumers on any potential price increases.

Related EMARKETER reports:

• FAQ: How Trump Tariffs on Latin American Imports Will Affect US Brands (EMARKETER subscription required)
• US Forecast Trends to Watch in 2025 (EMARKETER subscription required)

Methodology: Data is from the February 2025 Ipsos "Poll on Consumer Behavior." 1,082 US adults were surveyed during February 11-12, 2025.