Tariffs Prompt Shift in Summer Travel, Back-to-School Shopping

For many people, summer 2025 is looking a little different, and economic uncertainty is largely to blame. Not only are people reporting less travel this year, but tariffs have also prompted a shift in the back-to-school shopping season, according to new data from a Wunderkind survey. 

• 61% of consumers are traveling less this summer, with 42% traveling “much less,” especially among millennials (52%) and Gen Z (51%). On the flip side, 64% of Boomers report no change to travel plans. 
• Moving on to back-to-school, almost a third (29%) of respondents will spend less due to inflation and tariffs. 
• Gen Z leads the cutbacks at 39%, while millennials stand out for planning to shop earlier (24%) to avoid potential price hikes. 
• 34% of overall consumers will be focusing more on deals, and essentials taking priority for 28%

Download Wunderkind’s full report here for more insights on how tariffs are affecting consumer behavior.