Based on a May 2025 First Insight study of over 3,000 consumers and 300 executives across the U.S., U.K., and E.U., there is a major divide between consumer expectations and retail strategies amid rising tariffs. While 83% of U.S. executives are adjusting pricing strategies to protect margins, 75% of U.S. consumers expect price hikes and only 24% fully trust tariff-related price justifications. Over 70% say they’d switch to generic brands if prices rise, while 79% would be more loyal to brands that absorb the added costs. Executives anticipate quick price impact and reduced holiday spending.

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