64% of Shoppers Say Higher Prices Are Their Top Issue

Shoppers have been feeling the heat this summer when it comes to prices, as economic concerns and tariff uncertainties persist. A July survey conducted by Wunderkind found that not only are current higher prices driving anxiety, but the ongoing unpredictability around costs and not knowing exactly how they may change is a challenge many consumers are facing. 

• 64% of survey respondents cite “higher prices” as their top issue, with that share rising to 70% among women and 68% with Gen X.
• Close behind is unpredictable price increases, cited by 47% of respondents. 
• Other worries include out-of-stock products (21% of consumers), while a small albeit notable 9% are frustrated with the lack of promotions currently. 

Wunderkind notes, “For marketers, the message is clear — price transparency and regular promotional activity will be crucial. Brands that proactively address pricing fears, and ensure availability and smooth fulfillment, will build trust and encourage conversion in a price-conscious market.”

Download Wunderkind’s July tariffs report here to get more consumer insights.