Key stat: 29.5% of consumers say tariff-fueled price hikes would immediately impact their buying habits, and only 2.3% say their buying habits wouldn’t be impacted at all by price, according to a February 2025 Omnisend survey.

Beyond the chart:

• Temu and Shein both abruptly cut their US ad spend in April, per an April Sensor Tower report.
• 46% of Gen Zers would switch to less expensive brands and product alternatives if there are price increases related to tariffs, per a March Collage Group survey.
• 53.0% of consumers shop through Temu once a year, and 28.7% do so monthly, according to a February Omnisend survey.

Use this chart: Marketers and retailers can use this chart to recognize that value isn’t enough to build brand loyalty, and allocating resources to upper-funnel marketing efforts and product quality can help them maintain consumers amidst economic challenges.

Related EMARKETER reports:

• FAQ: How the US-China Trade War Is Affecting TikTok Shop, Temu, and Shein (EMARKETER subscription required)
• The US Online Marketplace Shopper (EMARKETER subscription required)

Note: Data was provided to EMARKETER by Omnisend. This data is being featured as part of our special coverage of the impact of tariffs.

Methodology: Data is from an April 2025 Omnisend survey. 1,000 US adults ages 18-75 were surveyed during February 2025.