Shoppers brace for tariffs, looking to sales and coupons to offset price increases

Key stat: Less than 10% of shoppers don’t expect to make any changes to their shopping habits due to tariffs, according to February 2025 data from Numerator.

Beyond the chart:

• Looking for sales or coupons is the most popular way consumers plan to deal with potential price increases, according to the same data.
• 95% of consumers worldwide would exchange their personal data for discounts or coupons, according to August 2024 data from Marigold.

Use this chart: Retailers can use this chart to prepare for upcoming shifts in consumer behavior, showcase domestic products, adjust inventory strategies to accommodate stockpiling, and highlight value wherever possible.

Related EMARKETER reports:

• Retail Trends to Watch in 2025 (EMARKETER subscription required)
• The First-Party Data Opportunity (EMARKETER subscription required)

Methodology: Data is from the February 2025 Numerator "Tariff Impact Survey." 1,023 US consumers were surveyed on February 11, 2025.