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Survey shows 35% of shoppers plan to buy products now before tariffs go up and 28% plan to wait and potentially switch to cheaper alternatives

April 22, 2025 //  by Finnovate

More than eight-in-10 (83%) respondents said they are planning to pull back on spending in the coming weeks, according to a survey by OnePulse for e-commerce platform Klaviyo. Six-in-10 (61%) respondents say they plan to cut back their spending at restaurants, followed by clothing/accessories (47%) and travel/hotels (41%). Meanwhile, 35% of respondents plan to buy products now before tariffs go up, 25% are waiting to see if prices increase and 28% plan to wait and potentially switch to cheaper alternatives.  Close to three-in-10 (28%) respondents plan to remain loyal to their preferred brands. However, when asked the best ways to keep them brand-loyal, respondents were most likely to cite frequent discounts or promotional offers (54%), consistent product quality (37%) and better prices (33%). While 37% of respondents said cite product quality is key to building brand loyalty, only 8% prioritize quality in their purchasing decisions. The survey also found that the two biggest communication asks for brands right now are transparent pricing updates and clear info about delays or supply chain issues. 

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