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Tariffs are giving consumer demand a complete makeover, and it’s not exactly pretty. The summer of 2025 has changed how Americans shop, according to a recent July survey by Wunderkind, an AI-powered performance marketing platform. Tariffs and inflation are squeezing family budgets, and the pressure is forcing people to shop differently.
For instance, consumer spending during Prime Day and similar sales declined significantly in 2025, as just 28% of shoppers surveyed spent more during the event, while 39% spent less than previous years, Wunderkind reported.
The company said the data signals a climate where consumers are “more selective, weighing purchases carefully amid ongoing inflation and tariff uncertainty.” Wunderkind’s findings are based on survey data collected between July 11 and July 14 from 303 US consumers, evenly split across genders and adult age groups.
Shoppers surveyed who spent more during Prime Day did so mainly for better deals (32%), to stock up on essentials (25%), or to finish holiday and back-to-school shopping early (17%), per Wunderkind data. According to Adobe Analytics data, Prime Day generated $24.1 billion in online spending.
“The event came down to a dramatic finish, with savvy brands fine-tuning their promotional strategies until the final hours while consumers responded with significant purchasing activity in the closing stretch,” John Shea, head of commerce at PMG, said in a company blog post.
Price anxiety has ruled the summer shopping season, with 64% of consumers naming higher prices as their biggest worry and 47% concerned about unpredictable increases. Other issues like out-of-stock products affected about 1 in 5 shoppers, but price remains the overwhelming concern.
According to Wunderkind data, holiday shopping will kick off later than usual for many US shoppers this year, with the majority waiting until September (15%) or October (23%), rather than starting earlier than September (11%).
Shoppers are already planning changes for Black Friday and Cyber Monday 2025 shopping, and 30% surveyed said they plan to spend less money during the crucial holiday weekend.
However, there is one bright spot—Gen Z (36%) is more likely to shop early, in September or before, Wunderkind reported. But overall economic uncertainty is the reason why the majority of those surveyed plan to hold out for the best deals.