Tariffs are driving up costs and forcing millions to rethink everything from summer vacations to daily purchases, according to a new UserTesting study.
Consumers Adjust Spending and Habits
The study, conducted with Talker Research and surveying 4,000 adults in the U.S., U.K., and Australia, found that 42% of respondents are buying fewer products, 27% are switching to generic or store brands, 18% are shopping second-hand more often, and 20% are traveling less. Most notably, 39% say tariffs have caused them to reconsider their summer travel plans.
Price hikes are highly visible: 72% of Americans, 55% of Australians, and 68% of Brits report noticing tariff-related increases. Nearly half of U.S. and U.K. consumers who noticed these hikes say they’ve already switched away from favorite brands to get better value.
Domestic Brands and Emotional Impact
Tariffs are also changing preferences, with 54% of Americans, 61% of Brits, and 64% of Australians now more likely to buy domestically made products. Across all three regions, 53% of respondents prefer domestic brands. This shift isn’t just about price—it’s about loyalty and awareness of product origin.
Emotionally, tariffs are taking a toll. In the U.S., 37% say tariffs make them feel stressed and 23% feel overwhelmed by economic changes. In Australia and the U.K., 31% say tariffs make them angry, while 26% of Brits report feeling sad about the economic outlook.
Trust Hinges on Brand Transparency
Despite price hikes, most consumers aren’t blaming brands—yet. The study found that 54% of Americans, 65% of Australians, and 55% of Brits say their perception of brands hasn’t changed. What matters most is honesty: 72% of Americans, 82% of Australians, and 80% of Brits say transparent communication about pricing is essential for trust.
Bobby Meixner, VP of Solution Marketing at UserTesting: “Whether tariffs remain or not, it’s clear they’ve already reshaped consumer habits. Consumers understand that price hikes may be out of a company’s control. What they’re looking for is honest, upfront communication—and they’re making purchase decisions based on it.” said.
Global Outlook Remains Uncertain
The study also found that 78% of Australians and 62% of Brits believe U.S. tariff policy has negatively impacted their economies. Over a quarter of global respondents believe their country’s economy will never return to pre-tariff conditions, and many expect at least 19 months before recovery. In the U.S. and U.K., 19% are considering a second job, side hustle, or longer hours just to keep up.
About the Study
Commissioned by UserTesting and conducted by Talker Research, the survey reached 4,000 adults between June 4 and June 12, 2025.
UserTesting helps organizations create exceptional customer experiences through actionable human insights, serving more than 3,000 customers worldwide, including 75 of the Fortune 100.
