NielsenIQ: Tariffs Prompt Americans to Delay Major Purchases

New data from NielsenIQ shows that rising tariffs and economic uncertainty are pushing U.S. consumers to delay major purchases, signaling increased caution even as inflation cools.

According to the firm’s latest insights, 43% of Americans say they are postponing big-ticket buys due to concerns over new or expected tariffs. The hesitation spans categories such as electronics, appliances, and home goods — areas where discretionary spending is most vulnerable to price increases.

The trend reflects a broader shift in consumer behavior: more emphasis on essentials, more price comparison, and a growing reluctance to commit to large expenses without clear value justification. NielsenIQ analysts warn that brands across both durable and non-durable categories will need to adapt messaging and value propositions to maintain relevance.

corpbrief insight:

Tariffs may target trade — but their ripple effect lands on household psychology. For CPGs and retailers alike, understanding how macro policy translates into micro hesitation is key to navigating demand in real time.