Tariff news is a constantly shifting topic. But as the Trump Administration sends a variety of shifting signals regarding taxes on foreign goods, consumer spending patterns tied to economic concerns are intensifying along with the uncertainties.
For a sense of how things are looking in early May, survey data from Attain finds nearly half of consumers (49%) reported shopping less for clothing, electronics, and household goods in the past month, with 47% planning to further reduce spending in these categories over the next quarter.
The survey, which compiled responses from consumers during April 2025, highlights that income stability has emerged as the primary concern influencing overall spending decisions today, cited by 42% of respondents. Rising prices followed closely behind at 35%, demonstrating the tangible impact of inflation on household budgets.
“Economic anxiety is no longer theoretical,” says Bob Regular, CEO of contextual advertising platform Infolinks. “It is reshaping how and where Americans spend, and brands are feeling the pullback in real time. When nearly half of consumers are cutting back on essentials like clothing and electronics, media strategies must evolve. The smartest advertisers are prioritizing lean, direct paths to high-intent audiences and questioning every layer of spend that doesn't deliver measurable value.”
This consumer caution, as The Outcome’s JohnMcDermott recently reported, is manifesting in both agency and platform company shifts to consumers’ own strategic shopping behaviors. The data shows that price and deals have become the dominant factor influencing retail purchasing decisions, with 62% of Attain survey respondents ranking it as their top consideration.
Quality (18%) and brand loyalty (9%) have taken a distant backseat to cost concerns. Moreover, 39% of consumers regularly shop sales, while 19% make it a habit to compare prices before making purchases, Attain says.
All that said, transaction data reveals a more nuanced reality beneath these cautious sentiments. Despite expressed concerns, March spending in clothing and accessories actually increased 17% year-over-year, reaching an average of $181 per consumer.
Still, Allen Adamson, co-founder and managing partner of brand consultancy Metaforce, questions the apparent contradiction between stated intentions and actual spending.
“I am always skeptical of data based on consumers telling marketers what they plan on doing,” Adamson says. “Remembering that if you ask folks on January 1 if they'll hit the gym and eat healthier this year, you know they will give you the answer they think will make them look good.”
Adamson suggests that rather than suppressing consumer spending, tariffs may actually be creating an unexpected urgency. That view is borne out by some of Attain’s data. For instance, in a sign that people are getting big ticket items out of the way in anticipation of harder times, furniture spending surged even more dramatically, climbing 31% to $159 per consumer, based on a comparison of March 2024 to March 2025 data.
“Tariffs are doing what no advertising or promotion can do, creating a ‘buy now or regret it later’ mindset,” he said. “Consumers are acting like it’s Black Friday in May, and it may be their last chance to get a car or other products this cheap or before they are no longer available.”
The demographic analysis from Attain’s data highlights that spending patterns vary significantly across population segments.
Millennials and both middle and high-income households consistently over-indexed across all retail categories, while Boomers and low-income households showed reduced spending. This suggests that economic anxiety is not uniformly distributed, with certain demographic groups feeling more insulated from current pressures.
Regional differences were also apparent in the Attain findings, with Middle Atlantic shoppers showing the highest engagement across all categories, while West South Central and Mountain regions consistently under-indexed in spending.
For advertisers and retailers, the challenge lies in navigating this complex landscape where consumer sentiment and actual behavior don't always align. While consumers express caution, their spending in certain categories suggests they're still making purchases – albeit with different priorities and strategies.
Adamson advises against dramatic strategy shifts. “Given that the economic roller coaster is self-inflicted and can change in a sound bite, I don't think it’s time for advertisers to make a significant GPS adjustment. However, a change in creative tone may be prudent. Now is not the time for a hard sell. It's the time for soft reassurance.”
