CHARLESTON, S.C. — With a new 10% global tariff taking effect Feb. 24 – and the White House signaling it could increase to 15% under a temporary 150-day rule – tariff policy is once again in flux. A recent survey by the ecommerce marketing company Omnisend shows how Americans feel about the change and how it’s already shaping shopping behavior.
Key findings from our latest U.S. consumer survey:
- Support for tariffs has risen to 46%, up from 34% last year
- 56% say consumers ultimately bear the cost of tariffs through higher prices
- Clear income divide:
- 54% of Americans earning over $100K support tariffs
- 42% of those earning under $75K support them
• 69% say tariffs have influenced them to buy more U.S.-made products
• 59% would pay a premium for American-made goods
The data suggests that while support for tariffs is growing, consumers understand prices may rise – and they’re already adjusting their shopping habits.
According to Omnisend ecommerce expert Marty Bauer, the bigger challenge for brands isn’t just higher costs – it’s constant change.
“The real tax on brands right now isn’t just 10% or even 15% – it’s volatility. When tariff policy shifts within months, retailers can’t confidently plan pricing, promotions, or inventory cycles. That uncertainty trickles down to consumers, and our data shows they’re already reacting," he said.
"Omnisend’s data shows that nearly half of US consumers support tariffs, but 56% also say they expect to pay more because of them. At the same time, almost 69% say tariffs are pushing them to buy more U.S.-made products, and 59% are willing to pay extra for those items. That tells us shoppers are adjusting and have become more intentional.
We also see a clear income divide. Support is stronger among higher earners, while lower-income shoppers are more cautious. That means brands can’t treat their audience as one group. Clear pricing, honest messaging about sourcing, and strong customer relationships will matter more than ever. In uncertain times, flexibility and trust become real competitive advantages,” he concluded.
