60% of US shoppers won’t buy if tariffs raise prices over 10%: Survey

A 2025 ESW survey finds 60 per cent of US consumers won’t accept tariff-driven price hikes over 10 per cent.
Seventy per cent plan to reduce spending, especially Millennials (78 per cent).
Gen Z is pre-buying big-ticket items, while Boomers will avoid imports.
Electronics, apparel, and home goods face the biggest cuts.
Consumers want free shipping, loyalty rewards, and price transparency.