The number of Americans who support tariffs are up from last year, according to a new survey by Omnisend. That’s despite the fact that 56% of respondents said they believed consumers ultimately bore the cost of tariffs through higher prices.
“Compared to a year ago, support for tariffs has surged from 34% in 2025 to 46% in 2026, signaling a significant shift in consumer sentiment,” Ominsend reported.
Nearly 70% of shoppers said tariffs influenced their shopping decisions, with 57.5% saying they had made a conscious effort to buy more US-made products over the past year.
The survey also found that while people wish to buy items made in America, it’s not necessarily easy to find them:
Buying American Is Rising — but Discovery and Trust Lag Behind
Interest in buying U.S.-made products is strong, but the survey shows that identifying them online remains difficult. Only 29.0% of shoppers say it is “very easy” to find and purchase Made in the USA products online, while 25.9% say it is somewhat or very difficult.
To compensate, consumers are doing more work themselves:
41.2% read product descriptions and labels more carefully
32.5% use marketplace filters or search terms
31.1% visit Made-in-USA–specific websites
18.7% contact brands directly to ask where products are made
Despite these efforts, 40.0% say they purchased a product they believed was Made in the USA only to later discover it wasn’t.
What about the cost of buying Made in USA goods? Omnisend’s survey found that while consumers are open to paying a premium, tolerance is limited. “27.6% say they would pay up to 5% more, 21.9% would pay up to 10% more, and only 9.2% would accept a premium above 10%. Meanwhile, 29.8% say price matters more than product origin.”
Omnisend made the following suggestions for brands to adapt to tariff-driven shifts in behavior:
- Make product origin impossible to miss. Clearly display where products are made and shipped from on product pages and filters.
- Lead with total-cost transparency. With 21.1% avoiding international purchases unless duties are shown upfront, hidden fees are a dealbreaker.
- Compete on predictability. Faster, more reliable delivery and clear returns policies now rival price as decision drivers.
- Explain price changes proactively. Email and SMS can help set expectations for shoppers who already believe consumers pay tariff costs.
- Treat trust as a conversion lever. With 40% experiencing Made-in-USA confusion, clear labeling is a competitive advantage.
The Omnisend survey was conducted in January 10-14, 2026, with quotas placed on age, gender, and place of residence to achieve a nationally representative sample of US users. More information about the survey is available on the Omnisend blog.
