With new tariffs already taking effect, and the potential for more on the horizon, Americans are rushing to make purchases before prices climb even higher., Americans are rushing to make purchases before prices spike. From consumers stocking up on essentials to small businesses adjusting pricing strategies, the fear of cost increases is driving a wave of economic urgency.
CouponFollow surveyed 800 consumers and 200 small business owners across the U.S. to see how this pressure is shaping real-time spending decisions. The results show a nation acting fast to beat inflated prices.
Americans are adjusting their spending habits in anticipation of rising prices. Whether it's stocking up on essentials or acting fast on larger purchases, consumers are trying to stay ahead of tariff-induced inflation.
Over 1 in 3 Americans (36%) have recently made a purchase specifically to avoid potential price hikes due to tariffs, and 1 in 4 are stockpiling essentials.
1 in 5 Americans have made a larger or more impulsive purchase than usual because they fear future price hikes.
1 in 10 consumers are buying big-ticket items sooner than they planned in order to avoid price increases, but others are putting these plans on hold.
Top 5 Large Purchases Americans Are Delaying:
More than 4 in 5 Americans (84%) worry that tariffs will drive up the cost of everyday goods, and a nearly identical share (83%) don't believe businesses only raise prices when it's necessary due to tariffs.
Concerns about tariffs raising prices, by generation:
Concerns about tariffs raising prices, by region:
How Americans view the impact of U.S. tariffs:
Top categories Americans are most worried will become more expensive:
Over 1 in 3 Gen Zers (34%) and nearly 3 in 10 millennials (29%) say they don't feel confident navigating today's economic shifts as consumers.
Small businesses are facing their own version of economic uncertainty.
Rising tariff concerns are forcing many to make tough decisions about pricing, inventory, and customer communication.
66% of small business owners expect tariffs to affect their operations in the next 12 months, and 94% anticipate a negative impact.
64% of small business owners have yet to make any changes in response to tariff concerns, but others have:
How small business owners view the impact of U.S. tariffs:
How small business owners perceive tariff headlines:
Industries Most Likely to Be Affected by Rising Tariffs
51% of small business owners say their customers have become more price-sensitive in the past six months, meaning shoppers are more focused on finding the best deals and less willing to accept higher prices.
37% of business owners admit they don't feel ready to explain price hikes to shoppers.
With prices in flux and tariffs on the table, both consumers and businesses are making fast, strategic decisions to stay ahead. From stockpiling groceries to delaying vacations or shifting supplier relationships, the pressure is real and growing. For budget-conscious shoppers, now is the time to keep a close eye on spending and stay flexible.
We surveyed 800 American consumers and 200 American small business owners to investigate how tariff changes are reshaping both consumer and business behaviors. Among consumers, the average age was 40; 50% were female, and 50% were male. Generationally, 6% were baby boomers, 30% were Gen X, 46% were millennials, and 18% were Gen Z. Among small business owners, the average age was 47; 53% were female, 45% were male, and 2% were non-binary. Generationally, 14% were baby boomers, 49% were Gen X, 29% were millennials, and 8% were Gen Z. The survey data was collected in May 2025.
CouponFollow helps online shoppers save time and money by tracking the web's best deals and promo codes. Visit the site to start saving instantly at your favorite stores.
Feel free to share this content for noncommercial purposes. Just include a link back to this page with proper credit to CouponFollow.