Tariffs Reshape Consumer Habits Across the Globe

Article Summary

A new study from UserTesting and Talker Research reveals that tariffs are driving major shifts in consumer behavior, with over one-third of Americans reporting stress tied to rising costs. The survey, which included 4,000 consumers across the U.S., U.K., and Australia, found that:

42% are buying fewer products overall
27% are switching to generic or store-brand alternatives
20% are traveling less, and 39% have reconsidered summer travel plans entirely
18% are shopping second-hand more often

Tariff-related price hikes are widely noticed—72% of U.S. consumers say they’ve seen increases. Nearly half of those who noticed hikes have already switched away from favorite brands to find better value. Interestingly, 53% of global respondents now prefer domestic brands, suggesting tariffs are influencing not just spending but also brand loyalty and perceptions of product origin.

Transparency matters: 72% of Americans say honest communication about pricing changes is essential to maintaining trust. And with 19% considering a second job or side hustle, the economic ripple effects are clearly reshaping day-to-day life.

Full study summary from Chain Store Age

Local Business Types for Broadcasters to Consider Contacting

Independent Discount Retailers – As consumers seek value, these stores can use broadcast media to promote affordability and alternatives to national brands.
Second-Hand and Thrift Stores – With more shoppers turning to resale, these businesses can spotlight sustainability and savings through radio and TV campaigns.
Local Travel Agencies and Staycation Services – As travel plans shift, these advertisers can promote nearby getaways and budget-friendly experiences tailored to cautious consumers.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Smart Spending Starts Here” – Feature a discount retailer offering weekly deals and brand alternatives, with listener testimonials on savings wins.
TV Station Commercial Idea: “Thrifted & Thriving” – Showcase a second-hand store helping families stretch their budgets, with visuals of stylish finds and eco-friendly messaging.
Digital Advertising Campaign Idea: “Summer, Simplified” – Launch a campaign with local travel services promoting staycations, paired with interactive maps, itinerary ideas, and limited-time offers.