Consumers Turn to AI and Transparency as Tariffs Reshape Shopping Habits
As U.S. tariffs ripple through the economy, American consumers are recalibrating their spending habits, and marketers and communicators are being forced to rethink how they reach increasingly cautious audiences. According to Wunderkind’s U.S. Tariffs: Consumer Impact Survey (October 2025), 60% of consumers describe themselves as cautious, pessimistic, or panicked about the economy. Only 21% feel optimistic. The message for brands is clear: empathy, transparency, and value-first storytelling now drive consumer connection.
“U.S. shoppers remain highly value-driven in the face of tariffs and price pressures,” the report notes. “Caution dominates economic sentiment, with consumers cutting back on non-essentials and seeking deals.” For communicators, that means every message must balance realism with reassurance. As Wunderkind emphasizes, “Brands must combine affordability, clarity, and multichannel flexibility to win.”
Consumers Seek Value and Transparency
Nearly half of consumers say they’re hunting for deals more often, and 38% are visiting brand websites directly to compare prices. Transparency has become a loyalty driver, with 51% of respondents saying clear communication about price increases boosts brand loyalty. For Gen X and Millennials , the two most responsive groups, brands that explain pricing decisions win trust and repeat business.
Communicators can no longer afford to sugarcoat economic realities. As Wunderkind’s data shows, 53% of Americans believe they personally bear the brunt of tariffs, while only 15% think brands or manufacturers absorb the cost. “Marketers should use transparent pricing and cost-relief framing when speaking to skeptical women and older consumers,” the report advises.
AI Becomes a Shopping Companion
Amid price fatigue, consumers are turning to artificial intelligence for smarter spending. Half of all U.S. consumers now use AI to find better deals, with Millennials leading the way at 38%. While Boomers remain hesitant, nearly two-thirds have never tried AI for shopping with younger buyers redefining their path to purchase.
For marketers, that signals a major shift in digital strategy. AI isn’t just a consumer tool; it’s a communication touchpoint. Brands that integrate AI-driven personalization into emails, texts, and ads, what Wunderkind calls “agentic marketing decisioning,” can meet consumers where value meets convenience. The report’s conclusion is direct: “Optimized digital and mobile touchpoints, with transparent pricing, are now non-negotiable in driving engagement and sales.”
The Holiday Season Through a Tariff Lens
With tariffs and inflation shaping budgets, the 2025 holiday season will be defined by restraint. Wunderkind found 32% of shoppers will focus more on discounts for Black Friday and Cyber Monday, while only 6% plan to spend more. Yet optimism isn’t entirely gone 47% expect to spend the same or more on deal days, especially Millennials who are more likely to increase participation in early retail events.
For communicators crafting seasonal messaging, this data reinforces the need for flexibility and timing. Promotions should be early, highly visible, and grounded in real value and not hype. As the report concludes, “Brands that pair transparency with strong discounts and flexible, multichannel engagement will be best placed to win over budget-conscious yet motivated shoppers.”
What Communicators Should Learn
For PR and marketing leaders, this is a pricing story and a communications challenge. Consumers expect brands to be honest about costs, proactive in outreach, and personal in engagement. Storytelling around stability, savings, and shared struggle builds empathy in an uneasy market. The communicators who succeed will turn economic uncertainty into an opportunity for trust and differentiation.
