Consumer discussions in the U.S. over the past 7 days reached 600K mentions - down from 1.5 million last week.
Consumer Sentiment in the US about tariffs:
Over half of online conversations about tariffs reflect neutral sentiment, but a striking 41% continue to be negative week over week (the negative sentiment is holding strong). There is a widespread consumer concern around tariffs, while only 2% express any form of support.
Consumer Demographics
Gender split
Consumer Emotion
Sadness, fear, and anger were the most expressed emotions in recent consumer conversations.
sadness: 78k posts (13%)
fear: 74k posts (12%)
anger: 42k posts (7%)
Together, sadness, fear, and anger accounted for 32% of the 596k total posts, highlighting the negative and emotional weight behind consumer reactions to tariffs.
Consumer behavior shifts amid tariff pressure
consumers report price hikes across essential: consumers are voicing frustration over rising costs, particularly in categories like electronics, toys, and groceries
shoppers notice fewer product options: many consumers are sharing that their favorite brands are missing from shelves and websites, citing trade tensions and import challenges as the cause of limited choices.
growing preference for US-made products: online conversations show a noticeable shift toward supporting domestic goods, with users expressing a desire to avoid imported items impacted by tariffs and to support local businesses.
confidence in the market is slipping: consumer posts reflect a more cautious consumer base, with individuals discussing delayed purchases and increased savings due to uncertainty around future tariff developments
Shipping issues disrupt online orders: complaints about delays, added fees, and halted shipments are growing, particularly in relation to international orders
Key consumer trends emerging from social media conversations about tariffs
growing interest in the U.S.-made & locally made products category: Consumers are increasingly turning to domestic goods in response to rising costs of imported items. This trend reflects both economic concerns and a desire to support local businesses
Back-to-school discussions increasing: Parents are shopping earlier than usual to avoid price hikes on essentials like backpacks and school supplies as they fear that by the summer products will have limited availability and a higher price.
confidence in the economy is slipping: mentions of “sticker shock” are rising as consumers expect higher prices across several categories (most mentioned are groceries and electronics). Consumer conversations online showcased a broader decline in economic confidence.
spending slows: consumers are pulling back on purchases and prioritizing saving
Consumers are focused on building up their savings: consumers are actively discussing saving money in the event that the economy worsens and are highly focusing on the topic of “savings” this week
What’s next?
At RILA GLOBAL CONSULTING, we help brands stay ahead of emerging consumer trends like this — because in today’s landscape, understanding what your customers feel is just as critical as understanding what they buy.
