A yr in the past, we requested U.S. customers how they felt about tariffs and whether or not these insurance policies have been altering how they store. This yr, we requested once more — and the solutions obtained extra settled.
Assist for tariffs elevated from 34% in 2025 to 46% in 2026. And even with that assist, those self same buyers aren’t anticipating it to be cost-neutral: 56% say customers in the end bear the price by way of increased costs.
So no, buyers aren’t confused, they usually don’t suppose tariffs are “free.” It’s extra like, extra individuals assist them even whereas anticipating costs to rise.
Tariff buying habits at a look
Right here’s what stood out most:
- Assist is up yr over yr: 46% again tariffs, up from 34% in 2025, whereas 56% say customers bear the price
- Month-to-month budgets are up: Amongst buyers who elevated on-line spending, budgets rose by practically $190/month on common (weighted midpoint calculation)
- Tariffs are driving “Purchase American” habits: 68.7% say tariffs influenced their choice to purchase extra “Made within the USA” merchandise (33.0% “so much,” 35.6% “considerably”), and 57.5% made a acutely aware effort to take action prior to now yr
- Willingness to pay extra is up: 59% would pay additional for U.S.-made items (vs. 40.1% in 2025) — 27.6% as much as 5%, 21.9% as much as 10%, and 9.2% greater than 10% — although 29.8% nonetheless prioritize worth over origin
- Cross-border buying creates actual friction: When ordering internationally, buyers report slower-than-expected supply instances (41%), surprising duties or taxes (17%) at supply, and further dealing with or customs charges (24%) — experiences which can be actively reshaping habits
- Belief and transparency are main points: 40.0% of buyers say they purchased a product they believed was Made within the USA solely to later uncover it wasn’t; 27.8% saved the product, whereas 12.3% returned it
What individuals consider vs. what they do
Although many patrons count on tariffs to lift costs, they aren’t essentially chopping spending. Amongst customers who reported that their on-line buying spending elevated over the previous yr, month-to-month budgets have been up by practically $190 on common (primarily based on a weighted midpoint calculation).
That enhance possible displays a mixture of elements, reminiscent of increased costs, tariff-related prices, and adjustments in buying habits — together with a larger willingness to pay modest premiums for U.S.-made items.
“Shoppers aren’t confused about tariffs — they know precisely the place the price exhibits up, and it’s on the receipt,” mentioned Marty Bauyer, Ecommerce Skilled at Omnisend. “The survey confirmed that as a substitute of merely buying much less to economize, persons are buying in another way. They’re searching for fewer surprises, clearer pricing, and sellers they belief — and more and more, meaning selecting home choices at any time when they will.”
Tariffs are reshaping the place People store
For a lot of buyers, cross-border ecommerce has grow to be extra sophisticated than it was, and that have is altering habits:
- 32.0% say they now persist with U.S.-based sellers
- 23.4% actively keep away from ordering from worldwide sellers
- 21.1% solely store internationally if duties are proven upfront
On the similar time, worldwide buying hasn’t disappeared. 36.1% say they nonetheless order internationally when costs are considerably decrease. So the sample right here is fairly easy: buyers will nonetheless purchase throughout borders, however they’re much less prepared to cope with uncertainty.
“Tariffs didn’t kill cross-border ecommerce — they simply raised the usual,” Bauyer mentioned. “When buyers get hit with lengthy supply home windows, shock duties, or additional charges on the door, they don’t simply complain. They modify their habits. Predictability has grow to be a product function, and sellers that may’t present it are dropping floor.”
Shopping for American is trending — however sellers don’t make it straightforward
Sure, customers need to purchase extra U.S.-made merchandise. However a lot of them wrestle to seek out them on-line.
Solely 29.0% say it’s very straightforward to seek out and buy Made within the USA merchandise on-line, whereas 25.9% say it’s considerably or very tough.
So buyers do what buyers all the time do when one thing issues to them — they begin doing additional homework:
- 41.2% learn product descriptions and labels extra fastidiously
- 32.5% use market filters or search phrases
- 31.1% go to Made-in-USA–particular web sites
- 18.7% contact manufacturers on to ask the place merchandise are made
Even with all that effort, 40% nonetheless say they purchased one thing they believed was Made within the USA, solely to later uncover it wasn’t. Simply an “oopsie” from the vendor’s facet?
“When 4 in 10 buyers say they purchased one thing considering it was Made within the USA and it in the end wasn’t, that’s not a minor inconvenience — that creates a belief downside,” Bauyer mentioned. “And belief is dear to rebuild. If manufacturers need to win on this atmosphere, origin can’t be imprecise, buried, or implied. It must be clear, constant, and verifiable.”
Buyers can pay extra for U.S.-made items
Shoppers are open to paying a premium for merchandise made within the U.S. (which is nice information when you promote them). 59% say they might pay a premium, up from 40.1% in 2025.
However they’re not open to paying any premium. Right here’s what buyers say they’d tolerate:
- 27.6% would pay as much as 5% extra
- 21.9% would pay as much as 10% extra
- 9.2% would pay greater than 10% extra
And practically 29.8% say worth nonetheless issues greater than the place the product is made.
So sure — “Made within the USA” can justify the next worth. Simply don’t count on it to work as a clean test.
“That is the place manufacturers must watch out,” Bauyer mentioned. “Sure, buyers can pay extra — however not indefinitely, and never with out a purpose they will perceive. The winners would be the manufacturers that pair a good premium with clear worth: transparency, reliability, and a buying expertise that doesn’t punish individuals with hidden prices.”
What ecommerce manufacturers ought to do subsequent?
If tariffs are shifting habits towards predictability, belief, and transparency, ecommerce manufacturers have a reasonably clear playbook right here.
1. Make product origin unimaginable to overlook
Don’t bury it in a dropdown or go away it “implied.” If you wish to win buyers who care about home merchandise, make it apparent on:
- Product pages
- Collections
- Filters
- Onsite search outcomes
2. Lead with total-cost transparency
With 21.1% avoiding worldwide buying until duties are proven upfront, hidden charges are a conversion killer. If additional prices exist, don’t make prospects uncover them as if it’s a plot twist.
3. Compete on predictability (not simply worth)
The cross-border ache factors are loud:
- 41% say supply was slower than anticipated
- 24% confronted dealing with/customs charges
- 17% obtained hit with duties/taxes at supply
Meaning supply velocity, reliability, and return insurance policies aren’t “good extras.” They’re dealbreakers.
4. Clarify worth adjustments proactively
Shoppers already consider they’re paying the tariff prices anyway. So if costs shift, don’t let that flip into silent resentment. E mail + SMS may help set expectations earlier than buyers get to checkout.
5. Deal with belief like a conversion lever
With 40% experiencing Made-in-USA confusion, clear labeling is a aggressive benefit. Not as a result of buyers need a lecture. As a result of they need to purchase one thing with out feeling tricked.
“Tariffs have turned transparency into technique,” Bauyer added. “When you can present buyers precisely what they’re paying, the place the product comes from, and when it can arrive, you’re not simply lowering friction. You’re constructing confidence, and confidence is what drives conversion when budgets are tight.”
Methodology
This Omnisend survey was performed January 10-14th, 2026, amongst U.S. customers. Quotas have been positioned on age, gender, and place of residence to attain a nationally consultant pattern of U.S. customers.
The “practically $190 extra per 30 days” determine represents a weighted common enhance amongst respondents who reported increased month-to-month on-line buying spending. Respondents chosen spending enhance ranges (e.g., lower than $50, $50–$99, $100–$199, $200–$299, $300–$499, $500+). Omnisend calculated the typical month-to-month enhance by assigning a midpoint worth to every vary and weighting it by the variety of respondents in every class. The $500+ class was calculated conservatively utilizing $500 because the midpoint.
