Kubera
July 7, 2025
•
5
min read
Tariffs are no longer just a trade policy issue. They have become a visible part of how shoppers think about pricing, values and the brands they support. According to PYMNTS Intelligence and Visa Acceptance Solutions, nearly half of U.S. consumers now expect tariffs to raise prices at double the current inflation rate.
This shift is forcing retailers to respond not just with pricing strategies, but with a clear understanding of their customers’ beliefs.
The study outlines three key consumer profiles:
These groups are not just shopping segments. They are cultural identities. Each reflects a different set of expectations about what retailers should offer and why.
More than 80% of consumers have already taken steps to adjust for the financial impact of tariffs. On average, each shopper has made five changes, including buying fewer items, switching brands and delaying purchases. Nearly half have already changed their shopping habits.
Retailers are adapting in several ways:
These changes reflect a larger trend. Consumers are looking for brands that reflect their views and offer transparency around sourcing, pricing and intent.
As tariffs become more visible to the average shopper, one-size-fits-all messaging is becoming less effective. Retailers need to tailor communications, segment audiences and reflect distinct priorities across different groups.
Technology can help, but so can brand clarity. Businesses that communicate their values clearly, and offer flexible options to meet shifting demand, will be better positioned to adapt when tariffs change again.
Tariffs are changing more than prices. They are changing expectations. Today’s consumer wants more than a low-cost option. They want context, values and transparency. Retailers that fail to deliver may lose trust before they lose a sale.
At Kubera Payments, we help businesses across North America move millions of dollars daily, whether in-store, online, or on mobile. Our team of payment experts is here to guide you through the complexities of payment processing, ensuring your transactions are secure, reliable, and PCI-compliant. We have strong relationships with a wide network of acquirers and can help you find the right front-end and technology solutions to work together.
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Contact our team at sales@kuberapayments.com or 604-484-9278.