Tracking U.S. Consumers' Views on Tariffs
Surveys conducted monthly among roughly 2,200 U.S. adults, with a margin of error of +/-2 percentage points.
While the details have changed quickly, President Trump has made tariffs a centerpiece of his administration’s policy toolkit, creating risks for U.S. consumers and companies alike. This tracker uses proprietary Morning Consult survey data to comprehensively monitor U.S. consumers’ attitudes surrounding the tariffs, including awareness and support, inflation expectations and spending behavior, and corporate blame. The tracker updates monthly. The latest data comes from a survey conducted July 10-14, 2025, among roughly 2,200 U.S. adults, with a margin of error of +/-2 percentage points.
Key Takeaways
The support for tariffs among adults declined compared to June. While support among Republicans rose, it fell among Democrats and Independents. However, awareness of tariffs remains high.
The majority (51%) of adults believe that tariffs are bad for the economy, while only 32% think they are good. These percentages have not changed much since May 2025. Similarly, 49% of adults believe that tariffs are bad for their household finances, with 22% having no opinion and 29% believing that tariffs are good for their household finances. Gen Z has become less likely to think tariffs will be good for the economy and for their personal finances, while wealthy consumers are the least concerned about the effect on their finances.
51% of adults believe that tariffs on imported goods are a major factor in rising inflation, and 22% believe that they are a minor factor. Unsurprisingly, 43% are very concerned about the price of essential products, and 40% are similarly worried about their ability to save.
Most U.S. consumers believe that companies will pass on the cost of tariffs; however, the percentage of those who believe that the entire cost will be passed on has dropped from 33% to 30%.
Mirroring reporting on it now being Trump’s economy, even Republicans are now more likely than before to blame President Trump for any price increases they attribute to tariffs.
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Tariff timeline
Approval & Awareness
U.S. consumers’ approval of tariffs
U.S. consumers' awareness of tariffs
Economic Impact & Cost Pass-Through
U.S. consumers' views of tariffs' effects on the economy
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers' views of tariffs' effects on the economy
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers' views of tariffs' effects on their household finances
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers' views of tariffs' effects on their household finances
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers' tariff concerns
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers’ expectations that companies will pass along tariff costs
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers' expectations for how much of the tariffs' costs U.S. companies will pass on
Inflation & Consumer Spending
U.S. consumers' tariff-driven inflation perceptions
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
The share of U.S. consumers who say they are spending more or less on purchases in each of the following categories because of tariff-related price increases
Actions U.S. consumers say they are taking in response to tariffs
Surveys conducted monthly among roughly 2,200 U.S. adults, with a margin of error of +/-2 percentage points.
The amount by which U.S. consumers estimate the tariffs increased their household’s expenses in the preceding month
Surveys conducted monthly among roughly 2,200 U.S. adults, with a margin of error of +/-2 percentage points.
How U.S. consumers say their savings will change
Surveys conducted monthly among roughly 2,200 U.S. adults, with a margin of error of +/-2 percentage points.
Perceptions of Corporate Responses
U.S. consumers’ perceptions of American companies’ responses to the tariffs
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers’ preferred corporate responses to tariffs
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
Attributing Blame
U.S. consumers’ views on who benefits from tariffs by political affiliation
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
U.S. consumers’ views on who benefits from tariffs, trended
Surveys conducted monthly among roughly 2,000 U.S. adults, with margins of error of +/-2 percentage points.
Whom U.S. consumers blame for inflation they attribute to tariffs
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
Whom U.S. consumers blame for inflation they attribute to tariffs
Surveys conducted monthly among roughly 2,000 U.S. adults, with a margin of error of +/-2 percentage points.
Methodology
All survey data presented in this tracker was collected through Morning Consult’s proprietary survey research capabilities. All survey interviews are conducted online. Data is weighted to approximate representative samples of U.S. adults.
The most recent survey was conducted June 13-15, 2025, among roughly 2,200 U.S. adults, with a margin of error of +/-2 percentage points.
About Morning Consult
Morning Consult is a global decision intelligence company changing how modern leaders make smarter, faster, better decisions. The company pairs its proprietary high-frequency data with applied artificial intelligence to better inform decisions on what people think and how they will act. Learn more at morningconsult.com.
Email [email protected] to speak with a member of the Morning Consult team.
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].
Amy He leads Industry Analysis at Morning Consult. Prior to joining Morning Consult, Amy served as the executive editor at eMarketer, and was a China reporter for many years. She graduated from New York University with a bachelor’s degree in journalism and East Asian studies. For speaking opportunities and booking requests, please email [email protected].
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]