As U.S. tariffs push prices higher, most consumers are rethinking their shopping habits, prioritizing value over brand loyalty. According to Wunderkind, 76% are open to switching brands for better deals, with only 10% remaining loyal regardless of price. Shoppers are delaying purchases, seeking sales, choosing private-label or second-hand options, and cutting back on non-essentials—especially in apparel and groceries. These shifts are expected to last through 2025 or longer, with most consumers adjusting summer spending and waiting for major sales.
Key Takeaways:
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Brand loyalty is declining as price sensitivity rises.
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Consumers are delaying, downgrading, or switching purchases, especially in apparel and groceries.
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Most expect these changes to persist through at least 2025.
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