• by Ray Schultz , Columnist, April 16, 2025

Consumers are worried about the impact of tariffs on the economy. And they are planning to spend less — in every area, judging by a new study from Klaviyo, conducted by OnePulse. 

Of the shoppers polled, 83% plan to reduce their spending in the weeks to come. This will hit all verticals, not just those related to retail/ecommerce.  

But 35% of consumers want to buy now before prices go up. And 25% are waiting to see prices increase.  

Another 28% are waiting and may switch to cheaper alternatives. 

Meanwhile, 61% are cutting down their restaurant spending, while 47% are reducing their restaurant expenditures and 41% are cutting back on their travel spending.

If there is any good news, it is that 28% of shoppers will remain loyal to their preferred brands. 

Want to reach them via email or other channels? They want frequent discounts or promotional offers (54%), better prices (33%) and consistent product quality (37%).  But only 8% say quality is a priority in their purchasing decisions. 

“Consumers aren't just price conscious right now,” says Jake Cohen, head of industry and insights for Klaviyo.  “They’re turning to brands they trust first and they’re looking for guidance.” 

Cohen continues to “use this moment in time to connect with their customers and start a two way dialogue. Be transparent around pricing and supply chain challenges and find meaningful ways to reward customer loyalty. For many brands, this could be a big opportunity to build stronger and more authentic relationships with their customer base that can convert later down the line.” 

OnePulse surveyed 500 U.S. consumers.