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The State of Americans' Views on Tariffs: An Initial Assessment

Voters' belief in proposed tariffs' positive impact on the economy may ultimately override concerns about rising consumer costs
November 26, 2024 at 5:00 am UTC

Key Takeaways

  • More voters than not think president-elect Trump will act on his campaign promises to enact tariffs — defined as taxes on imported goods — even as many don’t fully understand the underlying mechanics and think U.S. consumers will ultimately bear the cost of them.

  • With respect to the existing tariffs on China, a majority of Americans currently support them — with more U.S. adults than not believing the tariffs are good for the U.S. economy despite being bad for U.S. consumers.

  • This logic partially extends to the additional tariffs that Trump has proposed: A plurality of voters say 10% blanket tariffs would benefit the U.S. economy. But higher tariff rates — even if limited to a single country like China or Mexico — see declining levels of perceived benefits, such that for all other Trump administration tariff proposals we examine, more Americans than not think they will hurt the economy.

  • Voters’ belief that the U.S. government imposes tariffs to protect and/or grow domestic industries — and by extension, U.S. jobs — suggests they are mentally balancing this perceived plus against the risk that they will have to pay more for imported products.

  • Trump’s longstanding support for tariffs coupled with executive powers that will facilitate their implementation, make additional restrictions almost a foregone conclusion. Industries that are not already preparing for this outcome should do so rapidly.

  • For U.S. companies that would be disadvantaged by further tariffs and anticipate seeking exemptions, focusing on where tariffs cost jobs in export-oriented industries is a good strategy.

  • Forthcoming research anticipated for December will investigate U.S. consumers’ understanding of and views on retaliation risks emanating from U.S. trading partners, trade diversion, and whether informing consumers of the estimated additional costs arising from the Trump administration’s tariff proposals affects their support for them.

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President-elect Donald Trump placed tariffs firmly in his pantheon of campaign-trail promises, at various times promising 10% or 20% across-the-board tariffs, 60% tariffs on China, and tariffs on Mexico ranging from 25% to 100% depending on its compliance with his vision for the U.S.-Mexico border. 

Voters take Tariff Man at his word

A majority of U.S. voters think Trump will enact 10% blanket tariffs, and a plurality think he will enact each of the other proposals. Republicans are unsurprisingly even more credulous, with majorities saying they believe Trump will enact each of the floated plans.

Voters take Trump at his word on tariff plans

The share of voters who think the Trump administration is likely or unlikely to implement each of the following:
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Survey conducted Nov. 15-17, 2024, among 2,185 registered voters, with a margin of error of +/-2 percentage points.

Voters do not have a unified understanding of tariff mechanics

Voters nevertheless do not have a clear understanding of the mechanics of who pays a tariff, which is essentially a tax on imports. Generally speaking, a U.S. firm that is importing foreign goods would pay the cost of any tariffs due to the U.S. government. But 35% of U.S. voters believe that foreign companies exporting goods to the United States are responsible for paying them, rising to 42% of Republicans, compared with only 27% of Democrats. By contrast, a higher share of Democrats (34%) identified that tariffs are fees paid by U.S. importers, compared with only 18% of Republicans.

A plurality of voters think foreign companies pay the tariffs

Voters' foremost understanding of who pays the cost of a tariff to the U.S. government
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Survey conducted Nov. 15-17, 2024, among 2,185 registered voters, with a margin of error of +/-2 percentage points. “Other” values not shown.

Voters believe they’ll foot the bill as consumers

But the entity that pays the government may not ultimately be the one bearing the cost. Regardless of who pays the tax to the U.S. government, voters believe that U.S. consumers will be the ones to foot the bill. A near-majority (45%) of voters, and over a third of Republicans, identified domestic consumers rather than companies or foreign governments, as those who would ultimately bear most of the cost.

Voters think U.S. consumers ultimately bear the cost of tariffs

Shares of voters who think each of the following bears the majority of the cost from U.S. tariffs
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Survey conducted Nov. 15-17, 2024, among 2,185 registered voters, with a margin of error of +/-2 percentage points. “Other” values not shown.

More voters think lower universal tariffs would be better for the economy than higher targeted tariffs

Despite many voters’ assessments that the cost of the proposed tariffs will fall on U.S. consumers, voters think that some proposals are more likely to benefit the U.S. economy than not. In particular, the idea of blanket 10% tariffs is viewed most favorably, with 46% saying those would be “very” or “somewhat” good for the economy. A 20% universal tariff rate leaves voters more ambivalent, with the difference between those anticipating positive and negative impacts on the U.S. economy within the margin of error. Conversely, more voters than not anticipate a negative impact from higher, non-universal tariff proposals — such as 60% tariffs on imports from China, or 25% tariffs on imports from Mexico — with the difference falling outside the margin of error. In our view, this suggests that voters are focusing on the percentage of the tariff when unable to calculate the true cost when comparing blanket tariffs versus a tariff on a single large import market like Mexico or China.

Voters balk at high tariff rates, even if they are more limited in scope

The share of voters who believe the following tariff proposals would be good or bad for the U.S. economy:
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Survey conducted Nov. 15-17, 2024, among 2,185 registered voters, with a margin of error of +/-2 percentage points.

U.S. voters decisively say tariffs are used for economic protectionism 

Voters view tariffs through the lens of economic protectionism: A plurality (35%) of Americans say the United States imposes tariffs primarily to protect and help U.S. industry grow for economic interests, compared with far fewer (13%) who cite a national security rationale. Voters are least likely to think that the government uses tariffs to raise government revenue or correct trade deficits.

U.S. voters see economic protectionism as tariffs’ main purpose

Shares of voters who say each of the following is the main reason the United States imposes tariffs:
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Survey conducted Nov. 15-17, 2024, among 2,185 registered voters, with a margin of error of +/-2 percentage points. “Other” values not shown.

Voters’ belief in tariffs as a tool of blatant protectionism flies in the face of the Biden administration’s professed “small yard and high fence” approach to economic statecraft vis-a-vis China in particular, which largely aimed to limit the use of export controls and investment screening to protect industries important for national security, like semiconductors or advanced battery technology. But voters’ views here also potentially explain why the administration was so timid on promoting trade openness, both keeping (and expanding) Trump’s tariffs on China and eschewing muscular trade negotiations that would have granted market access, albeit reciprocally. 

Views of the existing U.S. tariffs on China offer signposts for how these dynamics could play out come January 

Americans’ views on the existing tariffs on China are instructive when it comes to how multifaceted views could play out in the context of the Trump administration’s proposals, specifically when it comes to public support for tariffs that are perceived as benefiting the U.S. economy: In short, even if consumers see tariffs in a negative light, they may nevertheless support them if they believe they benefit the U.S. economy on the whole. In the context of the existing tariffs on China, more U.S. adults than not think the tariffs are detrimental to their own and consumers’ well-being, but good for the overall economy. The issue is highly polarized: Republicans generally say that the current China tariffs are beneficial on all fronts, while Democrats on balance think the opposite. But a majority of Americans on both sides of the aisle still say they want to keep them in place.  

U.S. adults think existing China tariffs are bad for their own well-being, good for the economy

Shares of U.S. adults by political identification who think the existing China tariffs are good or bad for each of the following:
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Survey conducted Nov. 1-11, 2024, among 999 U.S. adults, with a margin of error of +/-3 percentage points.

Americans on both sides of the aisle favor keeping China tariffs in place

Shares of U.S. adults who favor keeping China tariffs in place
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Survey conducted Nov. 1-11, 2024, among 999 U.S. adults, with a margin of error of +/-3 percentage points.

While contradictory on the face of it, these data points suggest that voters believe in the utility of tariffs to protect jobs and industries even if they hurt consumers, and are mentally balancing this perceived plus against the fact that as consumers, they would potentially face greater household expenses if additional tariffs are imposed. This questionable mental arithmetic could also help explain why the perceived benefits of tariffs for the U.S. economy decline as a function of the proposed tariff rate, regardless of whether they are targeted or across the board — consumers may simply infer that a higher tariff rate means the cost to them will outweigh the benefits they think tariffs have for preserving U.S. industry and jobs. 

In general, research has shown that consumers are more prone to notice the acute negative impact of free trade, such as the risk of job loss from a factory closing down, than the diffuse positive effects, like prices for all goods they buy slightly decreasing. And the reverse is also true. If people perceive tariffs as helping protect their jobs, they are less likely to shift their views based on cost of living increases. Attribution is also an issue. If a factory is offshored to China, consumers can clearly blame globalization, whereas if prices decline across the board, the cause may be harder to pinpoint.

What comes next?

Looking ahead, many experts predict that president-elect Trump will in fact be able to use the levers of his office to impose tariffs as he sees fit. Trump is a tariff true believer, advocating publicly for tariffs on Japan in the 1980s. The combination of the will and the way leads us to side with voters in generally believing that major additional tariffs are forthcoming. U.S. corporations are meanwhile preparing by stockpiling intermediate goods and considering relocating some of their production. They have also cited plans to pass costs on to consumers. In our view, this is the right approach for companies to pursue.

Forthcoming research anticipated for December will investigate U.S. consumers’ understanding of and views on retaliation risks emanating from U.S. trading partners, trade diversion, and whether informing consumers of the estimated additional household expenses arising from the Trump administration’s tariff proposals affects their support for them.

A headshot photograph of Sonnet Frisbie
Sonnet Frisbie
Deputy Head of Political Intelligence

Sonnet Frisbie is the deputy head of political intelligence and leads Morning Consult’s geopolitical risk offering for Europe, the Middle East and Africa. Prior to joining Morning Consult, Sonnet spent over a decade at the U.S. State Department specializing in issues at the intersection of economics, commerce and political risk in Iraq, Central Europe and sub-Saharan Africa. She holds an MPP from the University of Chicago.

Follow her on Twitter @sonnetfrisbie. Interested in connecting with Sonnet to discuss her analysis or for a media engagement or speaking opportunity? Email [email protected].

A headshot photograph of Deni Koenhemsi
Deni Koenhemsi
Head of Economic Analysis

Deni Koenhemsi leads Economic Analysis at Morning Consult. Previously, she was a senior associate at S&P Global, where she managed a team of economists, forecasted commodity prices and advised Fortune 500 companies on their procurement and planning decisions. She received a bachelor’s degree in international relations from the University of Richmond and a master’s degree in international economics from American University. For speaking opportunities and booking requests, please email [email protected]

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