Rising prices across multiple fronts
Costs are increasing across multiple fronts at once, creating a compounding effect on household budgets.
Trade Winds Economic Pulse Report · April 2026
One year in: spending is more deliberate
One year after tariffs first made headlines, Americans are navigating an economy shaped by rising prices, global instability, and sustained cost pressure.
More intentional decisions
People are becoming more deliberate, carefully weighing how they live, spend, and plan for what's ahead.
Negative sentiment is high and shaping purchasing decisions
0
Negative
Feelings about current economy
0
Positive
Feelings about current economy
Top emotions driving sentiment
Frustrated
17%
Stressed
16%
Anxious
12%
Pessimistic
11%
Hearing directly from consumers
Female, Boomer, South
Female, Millennial, West
Male, Millennial, Northeast
Female, Gen X, South
The emotional backdrop is changing how decisions are made. Purchases are more considered, more scrutinized, and more selective.
"Grocery prices are for sure a worry. We haven't been able to save for a vacation in a while because cost of living has gone up so much."
Female, Gen Z, Midwest
"I'm trying to fuel up less often."
Male, Boomer, Northeast
"I'm keeping an eye on the creeping prices of things and finding ways to replace them or cut them from my list."
Male, Gen Z, West
"I am scouring yard sales and thrift stores for craft materials to make Christmas presents instead of purchasing new things as presents."
Female, Millennial, Northeast
"I have already drastically stopped spending on nonessential goods and services."
Male, Gen X, South
"Just being more conservative, spending less, driving less, cancelled vacation to Hawaii. The list is endless."
Female, Boomer, South
Optimism is limited and confidence is fragile
Outlook on the future (overall)
Scale: 10 = "Very optimistic", 1 = "Not optimistic"
Outlook on personal financial future
Scale: 10 = "Very optimistic", 1 = "Not optimistic"
Tariff awareness remains but attention has shifted
Over time, attention has shifted away from policy itself and toward the real-world impact. The focus is no longer on tariffs as a headline, but on how rising costs show up in everyday life.
0%
say they understand tariffs
Level of engagement with tariff news
0%
Following tariffs closely
0%
Keeping an eye on them, but not top of mind
0%
Concerned but less engaged
Grocery prices have the most impact
Where rising prices are hitting hardest in everyday life
0%
Groceries
0%
Energy & Utilities
0%
Dining
0%
Transportation
0%
Household Supplies
Gas prices are driving visible behavior change
0%
concerned about rising gas prices
How consumers are responding
Cutting non-essential trips
65%
Driving less overall
61%
Planning errands more carefully
57%
Subscriptions reveal how consumers are making trade-offs
Consumers aren't cancelling everything. They are prioritizing.
0%
watching subscription costs more closely
Considered canceling these services
0%
Video Streaming
0%
Gaming
0%
Food Delivery
0%
Music
0%
Retail Memberships
What this means for brands
Every purchase is now a decision. Consumers are actively filtering what is worth it and what is not. Brands must compete on whether they make it through that filter.
Value must be clear and immediate.
Consumers need to see why your product or service is worth the cost, right now.
Pricing must feel fair.
Transparency matters. Hidden fees and surprise increases erode trust quickly.
Support must be tangible and visible.
Show consumers you understand their pressure. Coupons, sales, flexible options — these signals matter.
What consumers are telling brands
"Be transparent with the costs. I know you need to make money. I know there are expenses you cannot avoid passing on to me. Trying to be deceptive about it such as shrinkflation is more frustrating than being clear about why the added costs are occurring."
Male, Gen Z, West
"Stop price gouging while giving CEOs bonuses. If consumers can't afford your products you'll lose our business."
Male, Millennial, Northeast
"Reduce the cost or provide more coupon options for the people who seek them out."
Female, Millennial, Northeast
"Many people are having a hard time affording the same things they did this time last year, and any help you could give would be greatly appreciated, such as having more sales and offering more coupons."
Male, Boomer, South
"Understand the big picture. Everything is going up, not just your individual services."
Male, Boomer, South
About the approach
What is Trade Winds?
Trade Winds is a mobile-first research community designed to capture real-time consumer sentiment as economic conditions evolve.
Who participates?
Everyday consumers who engage in short, conversational exercises via the Rival mobile research platform. This enables fast, in-the-moment insights.
When was this conducted?
April 2 to April 9, 2026
Why this approach?
Mobile, chat-based methods drive deeper and more candid responses. This helps reveal the human impact behind economic trends.
Methodology
U.S. adults (18+), Rival Audiences, N = 480
Mobile Chat
