Strong majority of consumers express deep concern over tariff-driven price increases, optimove insights survey finds

A strong majority (55%) of U.S. consumers are 'very concerned' about tariffs, stating that price increases are already impacting their budgets, according to new survey results released today by Optimove Insights, the research arm of Optimove, the leader in Positionless Marketing.

The survey, conducted in April 2025 among 320 U.S. consumers aged 18–65 with household incomes of $75,000 or more, reveals that tariffs, alongside inflation, are reshaping consumer behavior at a critical time for brands heading into the summer shopping season.

Key Findings

• 82% of respondents expressed concern about inflation, with nearly half (47%) significantly changing their spending habits.

• Everyday essentials like groceries and gas are the top spending worry for 31% of consumers.

• Tariffs are tied with lifestyle costs, such as dining out and entertainment, as the second-highest spending concern (19%).

Recommendations for Marketers

Optimove recommends five key strategies for brands to respond to consumer concerns:

1. Lead with Empathy: Acknowledge the financial strain tariffs impose and reflect that understanding in marketing messaging.
2. Personalize Customer Interactions: Tailor communications based on individual consumer needs and current circumstances.
3. Communicate Transparently: Be upfront about how tariffs are affecting pricing and availability.
4. Offer Value and Support: Introduce promotions, loyalty benefits, and flexible options to ease financial concerns.
5. Stay Agile and Responsive: Continually adjust to shifting consumer sentiment and economic realities.

According to Rony Vexelman, VP of Marketing at Optimove, “Brands that integrate empathy and personalization into their marketing strategies can better ease consumer anxiety and differentiate themselves during economic uncertainty. To do so, marketers must be able to respond to consumers in real time which requires Positionless Marketing that frees marketing teams from the limitations of fixed roles, giving every marketer the power to execute any marketing task instantly and independently.”