Navigating tariff-fueled price hikes, 48% of shoppers prioritize apparel in spending plans

Here’s the thing:

As tariffs threaten to drive up prices and slow down the economy, U.S. consumers are getting more selective about how they spend, according to a new survey.

The survey, which gauges consumer sentiment around tariffs, finds that 44% of Americans believe tariffs have already increased the cost of goods and services. The findings indicate people are navigating rising prices with a focus on apparel, versus purchases like TVs and home appliances.

Nearly half of U.S. consumers surveyed (48%) say they’re prioritizing buying clothing and accessories in the next three months. That figure outpaces other categories: smartphones (34%), streaming services (33%), and beauty products (33%) also ranked relatively high, while big-ticket items like travel (21%), TVs (19%) and home appliances (16%) came in lower on the list.

Data debrief:

The survey of 500 Americans ages 18-70 reveals cutbacks in dining and groceries:

• Nearly half of respondents planning to dine out (45%) say they eat out less often, with 24% opting for quick-serve restaurants over sit-down.

• When it comes to groceries, 41% say they are seeking lower-cost food and beverage products and brands.

• And, overall, 38% of consumers surveyed say they are paying closer attention to the price of goods.

The survey also uncovers valuable insights about consumer perceptions of advertising during economic hardship. More than a quarter (28%) of respondents reported feeling that brands with a heavy ad presence during tough economic times appear disconnected from consumers’ financial struggles. But 36% say they appreciate brands that emphasize affordability and special promotions.

The survey was conducted by The Trade Desk Intelligence and market research firm Appinio.

Why it matters:

For marketers, timing and tone matter. Reaching in-market audiences with the right product is half the battle. Leading with empathy and value can build trust.

In today’s climate, effective marketing strategies must do more than identify intent — they must meet consumers where they are, both financially and emotionally.

The Current is owned and operated by The Trade Desk. This information is provided solely for background and is not a representation or guarantee of any future performance.