American Shoppers Tighten Their Wallets Amid Rising Brand Costs

According to a recent survey by k-ecommerce, nearly 80% of shoppers have altered their purchasing habits due to tariffs, prompting many well-known brands to hike prices on various products.

The survey, which included 1,000 U.S. consumers, revealed that 84% are concerned about ongoing price increases driven by tariffs this year. Additionally, 44% reported cutting back on their overall spending while 36% admitted to postponing purchases of non-essential items.

Michael Netto, the general manager at k-ecommerce, pointed out that shifts in consumer behavior ripple through the entire supply chain. He noted that manufacturers are frequently adjusting prices in response to economic pressures—sometimes even weekly.

Recent data from the Federal Reserve indicated that around three-quarters of service providers have passed tariff-related costs onto customers in some form.A notable portion has also increased prices on goods and services not directly affected by tariffs—either as a way to distribute higher costs across their offerings or simply because they anticipate consumer acceptance of rising prices.Major retailers like Amazon and walmart have announced plans for price hikes as well due to these economic changes.

The k-ecommerce study found only 14% of consumers feel brands adequately explain why prices change. Interestingly, over one-third expressed they would hold a brand in higher regard if it transparently communicated the reasons behind any price increases. Netto emphasized that companies successfully addressing these concerns tend to be those “forward-thinking” manufacturers who implement flexible pricing models responsive to fluctuations in production costs. For brands aiming for customer loyalty amidst rising prices, he stressed the importance of real-time responses with clear explanations that foster trust with consumers.