Tariffs Raise US Consumer Focus on Price, but “Made in USA” Can Still Matter
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Tariffs Raise US Consumer Focus on Price, but “Made in USA” Can Still Matter

/ Quick Take

Price is the dominant purchasing criterion for US consumers (no wonder given 2025’s new tariffs), ahead of quality, according to a survey of 1,067 US adults by stakeholder intelligence firm Caliber. Although not a top criterion, local production can also appeal to consumers if the price remains reasonable.

Price is the dominant purchasing criterion for US consumers (no wonder given 2025’s new tariffs), ahead of quality, according to a survey of 1,067 US adults by stakeholder intelligence firm Caliber. Although not a top criterion, local production can also appeal to consumers if the price remains reasonable.

Trusted Insights for What’s Ahead®

  • Prioritize value offerings and price deals. Given continued high prices after years of persistent inflation (still consistently above the Federal Reserve’s target of 2%) and fear of further increases from recent and pending tariffs on imported goods, it is no surprise that price tops the list of factors that US consumers consider in their purchases (Figure 1). Apart from promotions, consider beginning or continuing to offer affordable versions of products, loyalty deals, and value packages.
  • But don’t lower the product quality or quantity—unless you transparently communicate such a change. You could offer and explain stripped-down versions as lower-cost/better-va

Authors

Shahar Silbershatz

Shahar Silbershatz Shahar Silbershatz

Co-founder and CEO
Caliber

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Denise Dahlhoff, PhD

Denise Dahlhoff, PhD Denise Dahlhoff, PhD

Director, Marketing & Communications Research
The Conference Board

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