Support for US tariffs up to 46% in 2026 over 34% in 2025: Omnisend

And even with that support, those same shoppers aren’t expecting it to be cost-neutral: 56 per cent say consumers ultimately bear the cost through higher prices.

So shoppers aren’t confused, and they don’t think tariffs are ‘free’. It’s more like, more people support them even while expecting prices to rise, a release from Omnisend said.

Among shoppers who increased online spending, budgets rose by nearly $190 per month on an average.

Tariffs are driving ‘Buy American’ behaviour: 68.7 per cent say tariffs influenced their decision to buy more ‘Made in the USA’ products (33 per cent ‘a lot’, 35.6 per cent ‘somewhat’), and 57.5 per cent made a conscious effort to do so in the last year.

Willingness to pay more is up: 59 per cent would pay extra for US-made goods (versus 40.1 per cent in 2025)—27.6 per cent up to 5 per cent, 21.9 per cent up to 10 per cent and 9.2 per cent more than 10 per cent—though 29.8 per cent still prioritise price over origin.

Cross-border shopping is creating real friction. When ordering internationally, shoppers report slower-than-expected delivery times (41 per cent), unexpected duties or taxes (17 per cent) at delivery and additional handling or customs fees (24 per cent)—experiences that are actively reshaping behaviour.

Trust and transparency are major issues. Forty per cent of shoppers say they bought a product they believed was Made in the USA only to later discover it wasn’t; 27.8 per cent kept the product, while 12.3 per cent returned it

Even though many shoppers expect tariffs to raise prices, they aren’t necessarily cutting spending. Among consumers who reported that their online shopping spending increased over the past year, monthly budgets were up by nearly $190 on average.

That increase likely reflects a mix of factors like higher prices, tariff-related costs and changes in purchasing behaviour, including a greater willingness to pay modest premiums for US-made goods.

Fibre2Fashion News Desk (DS)