45% of Respondents Are Extremely or Very Concerned That Global Trade Issues Will Affect Their Ability to Find the Products They Want to Purchase During the 2025 Holiday Season
Approximately a Quarter of Americans Have Not Recently Purchased a Clothing, Electronic or Grocery Item They Need to Want Due to Current Economic Conditions
o9, a leading enterprise AI software platform provider for transforming planning and decision-making, today released a new survey at its Growth Leaders Summit 2025 that reveals how American consumers’ perceptions of tariffs and the current economic climate may impact their 2025 holiday season purchasing behavior.
The U.S. Shopper Spotlight: o9 Consumer Survey 2025, in collaboration with TEAM LEWIS, found that 45% of 1,000 Americans surveyed between Aug. 18-22, 2025 are extremely concerned or very concerned about global trade issues affecting their ability to find the products they want to purchase during the upcoming holidays. Across the board, about one out of five Americans said they have not recently purchased a product they need or want from the following categories due to the current economic climate: clothing (24%), groceries (22%), and electronics (21%). When they do make a purchase, 75% of Americans agree that they are more likely to buy based on a need and 55% will usually wait until the product is on sale.
Regarding overall holiday spend, nearly one in three (32%) of survey respondents said they plan to cut back due to tariffs or trade restrictions, while 31% indicated they will switch to lower-cost brands or products. More than two in five (42%) of Americans said quality or durability would make them purchase a more expensive item from one brand over one that’s less expensive from another brand.
Imported goods will also be impacted during the holidays, according to the survey. Half of the respondents believe the rise in prices for everyday items within the last six months is a result of new or ongoing tariffs, and that the products most impacted by tariffs or trade-related supply chain issues are electronics (36%), food and beverage items (35%), and cars and automotive goods (31%). Just over a quarter (26%) of Americans plan to buy fewer imported goods this holiday season, while 43% said their decision to buy imported products depends on the price difference. Twenty-seven percent say they’d still purchase the product even if it’s more expensive due to tariffs.
Overall, the o9 survey demonstrated that American spending habits are shifting in response to rising costs and uncertainty, with consumers looking to adopt more value-driven shopping habits that balance affordability with quality ahead of the 2025 holiday season. While the survey focused on U.S. shoppers, consumers across other markets are facing similar challenges. To cater to these evolving demands while maintaining profitability, brands everywhere must understand price sensitivity across various product categories and consumer segments. Those that embrace technology, data analytics and agile decision-making will be best positioned to thrive in a changing trade environment. AI-powered platforms like the o9 Digital Brain offer real-time scenario planning, advanced price sensitivity analysis and supply chain optimization, allowing companies to transform market challenges into opportunities.
“Tariffs in their current form are being used more unpredictably and aggressively than in decades past, and our new shopper spotlight survey reflects the impact of that among American consumers,” said Adam Ben-Yousef, Senior Vice President, Revenue Growth Management, o9. “Despite today’s uncertain economic environment, brands that can connect pricing, promotions and portfolio strategy with real consumer behavior are better equipped to navigate tariff volatility with clarity and control. With the right data, tools and collaboration in place, companies can make smarter tradeoffs, strengthen brand equity and deliver value in ways that last far beyond the 2025 holiday season, regardless of what the market throws their way.”
To learn more about o9, visit www.o9solutions.com.
Survey Methodology
TEAM LEWIS surveyed 1,000 U.S. adults online from Aug. 18-22, 2025. The sample was census balanced by age and gender. Respondents were independently sourced from Veridata Insights.
About o9
o9 Solutions is a leading AI-powered platform for integrated business planning and decision-making for the enterprise. Whether it is driving demand, aligning demand and supply, or optimizing commercial initiatives, any planning process can be made faster and smarter with o9’s AI-powered digital solutions. o9 brings together technology innovations—such as graph-based enterprise modeling, big data analytics, advanced algorithms for scenario planning, collaborative portals, easy-to-use interfaces and cloud-based delivery—into one platform. For more information, please visit www.o9solutions.com.
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Contacts
Jenni Ottum
jennifer.ottum@o9solutions.com