SupplyChainBrain reports that a new survey conducted by k-ecommerce of 1,000 U.S. shoppers shows that a significant portion of U.S. consumers are concerned about tariffs pushing prices higher — and in response are cutting their spending. The survey reveals that 84% of U.S. shoppers worry about tariffs driving up retail prices; 44% report reducing overall spending; and 36% say they are delaying non-essential purchases. This trend coincides with Federal Reserve data from June 4 showing that 75% of service firms are passing tariff costs on to consumers. Major retailers — including Amazon, Walmart, Macy's, and Best Buy — have already announced plans to raise consumer prices. However, the survey finds that only 14% of consumers feel brands are clearly explaining price changes — a communication gap that risks escalating into a broader trust problem. Michael Netto, general manager of k-ecommerce, notes that forward-thinking manufacturers are working on flexible surcharge models, transparent communication, and tiered pricing structures to preserve consumer loyalty.
From a supply chain perspective, k-ecommerce, a subsidiary of Mensch und Maschine Software SE (Wessling Germany) operating within mdf commerce (Longueuil Quebec Canada; CEO Luc Filiatreault), provides a B2B e-commerce platform integrated with Microsoft Dynamics 365 and SAP Business One ERP systems. The Federal Reserve (Chair Jerome Powell), the U.S. central bank, monitors the macro effects of tariffs on price transmission through its Beige Book reports. The Trump administration (President Donald J. Trump, 47th) is implementing in 2025 a 145% tariff on imports from China, 25% on imports from Mexico and Canada, 50% on steel and aluminum, 25% on automotive, and global reciprocal tariff rates. Amazon (CEO Andy Jassy; Seattle WA), Walmart (CEO Doug McMillon; Bentonville AR), Macy's (CEO Tony Spring; New York NY), and Best Buy (CEO Corie Barry; Richfield MN) are leading U.S. retail chains with supply chains dependent on China at 30-70% levels.
From a supply chain perspective, U.S. consumer spending indicators — U.S. Bureau of Economic Analysis (BEA) Personal Consumption Expenditures (PCE) data, Conference Board Consumer Confidence Index, University of Michigan Consumer Sentiment Index, and NRF (National Retail Federation; CEO Matt Shay) forecasts — are key monitoring sources. As of March 2026, U.S. consumer confidence is trending near post-pandemic lows, with tariffs, employment uncertainty, and inflation persistence as chief concerns. Economists at Wells Fargo, JPMorgan Chase, Goldman Sachs, and Morgan Stanley have raised U.S. recession probability for end-2026 to the 35-50% range. BlackRock, Vanguard, and Fidelity have downgraded the retail sector to underweight. Other major e-commerce and B2B providers include Shopify (CEO Tobi Lütke; Ottawa Canada); BigCommerce (CEO Travis Hess; Austin TX); Salesforce Commerce Cloud (CEO Marc Benioff); Adobe Commerce (Magento); Oracle Commerce; SAP Hybris; commercetools (CEO Dirk Hoerig; Munich Germany); Spryker; and Mirakl (Founder Adrien Nussenbaum; Paris France).
From a supply chain perspective, tariff pass-through strategies include: (1) direct price transmission; (2) surcharge models; (3) supply source diversification (nearshoring, friendshoring); (4) margin absorption; (5) product feature reduction (shrinkflation); (6) supplier negotiation; (7) reformulation and SKU rationalization; (8) Foreign Trade Zone (FTZ) utilization; (9) tariff engineering (product reclassification); and (10) Harmonized Tariff Schedule (HTS) optimization. k-ecommerce emphasizes that consumers expect flexible payment options, transparent shipping fees, real-time inventory visibility, and automated surcharge calculation features. The Inflation Reduction Act (IRA), CHIPS and Science Act, and Build America Buy America (BABA) are incentivizing domestic supply chain investment in the U.S. — but these programs' impact materializes over the medium term. Ultimately, Netto's findings on tariff-concerned consumer behavior changes suggest that brands globally are fundamentally redesigning customer communication and pricing strategies — for supply chain managers, tariff pass-through management and transparent price communication appear to be core strategic priorities.
Key Points:
1. In the k-ecommerce survey, 84% of U.S. shoppers carry tariff concerns.
2. 44% are reducing spending; 36% are delaying non-essential purchases.
3. In Federal Reserve June 4 data, 75% of service firms are passing tariff costs on.
4. Amazon, Walmart, Macy's, and Best Buy have announced price increase plans.
5. Only 14% of consumers feel brands are clearly explaining price changes.
