• by Ray Schultz , Columnist, August 26, 2025

Here's a tip for brands preparing to send one last email blast before the Labor Day weekend: Consumers are treating the holiday as a last chance to “tariff-proof” their households, judging by a study from Smarty, an online shopping destination. 

Labor Day has changed from an end-of-summer clearance sale into an economic survival strategy., the study says. 

Of the consumers surveyed, 30% are stockpiling goods such as appliances (23%) and home improvement materials (26), driven by fears of traffic-related price hikes. 

One factor is the generation gap. For instance, 37% of Gen Zers are buying seasonal items for next summer, while in contrast only 8% of Boomers are doing this. But only 22% are buying because of tariffs. They are simply looking at deals prior to stockpiling, focusing on mattresses/bedding (35%), home décor (33%) and tools/hardware (29%).  

Another factor is political orientation. Of the Republicans polled, 36% plan to stock up ahead of tariffs, compared to 26% of Democrats. In addition, Republicans are more likely to aggressively chase discounts (34% vs. 31%), target tariff-sensitive categories (32% vs. 27%) and devote more money to Labor Day sales — 43% plan to spend at least $300, while 37% expect to do so.  

“Labor Day’s transformation from a simple clearance weekend into a strategic economic tentpole reflects broader changes in how Americans approach spending in an era of economic uncertainty,” says Vipin Porwal, CEO and founder of Smarty. “Rather than being solely driven by tradition or seasonal needs, consumers are leveraging opportunities to fortify their households ahead of anticipated price changes.”

For the study, commissioned by Smarty, Propeller Insights surveyed 1,024 consumers in June 2025.