Shifting Priorities: How U.S. Consumers are Redefining Their Spending Strategies

Recent survey findings reveal that American shoppers are adjusting their spending habits, largely influenced by the unpredictable tariff strategies of President Donald Trump and ongoing economic instability, as reported by CNN.

KPMG’s latest American Perspectives survey, released on May 15, highlights a noticeable shift in consumer behavior. This study surveyed 2,500 adults to understand their financial outlook and how they’re navigating various economic changes—ranging from tariffs to advancements in generative AI and the evolving landscape of higher education.

The survey was conducted between April 3 and April 23, capturing sentiments during a critical time when Trump announced notable tariffs on numerous imports from China on April 2. This was followed by a temporary easing of some tariffs announced on May 12 amid efforts to reduce trade tensions with China.

According to KPMG’s findings, many consumers are opting to postpone major purchases and tighten their budgets to avoid falling into debt. A striking 68% expressed reluctance towards taking on additional credit. Notably, around 43% indicated they would delay buying a vehicle due to these tariff concerns.