Consumers worried about recession, tariffs; expect to change shopping behavior

Shoppers worry most about tariffs-related price increases in essential categories like groceries.

A majority of households across the political spectrum are concerned about tariffs, a recession and stock market volatility.

That’s according to the findings of two surveys of representative U.S. households conducted by Numerator in April, both of which revealed growing unrest on the economic front. The surveys revealed that 83% consumers anticipate making changes to their shopping behaviors in preparation for new tariffs. 

Nearly half (48%) of consumers said  they will look for sales or coupons, followed by delaying purchases until prices stabilize buying fewer imported goods (both 32%). Thirty-one percent expect to stock up on items prior to tariff-induced price increases, and 25% say they switching to U.S.-made alternatives (25%). 

In other findings, shoppers worry most about tariff-related price increases in essential categories like groceries (60%), household goods (42%) and gasoline (40%). All categories except gasoline saw increased concern from February to April, especially household goods (+8 points), automobiles (+7 points), home appliances (+7 points) and personal care products (+6 points).

[READ MORE: Total retail sales rise 1.4% in March as consumers rush to beat tariffs]