Support for tariffs among US consumers rose from 34 per cent in 2025 to 46 per cent in 2026, an Omnisend survey found.
And even with that support, those same shoppers aren’t expecting it to be cost-neutral: 56 per cent say consumers ultimately bear the cost through higher prices.
Tariffs are driving ‘Buy American’ behaviour, willingness to pay more is up, but trust and transparency are major issues.
And even with that support, those same shoppers aren’t expecting it to be cost-neutral: 56 per cent say consumers ultimately bear the cost through higher prices.
Tariffs are driving ‘Buy American’ behaviour, willingness to pay more is up, but trust and transparency are major issues.
