Understanding The Impact of Tariffs on Travel Plans, Celebrations, and Big Ticket Spending
July 2025
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Nearly 3-in-4 Americans are feeling negatively about the current financial situation. These sentiments have remained unchanged over recent months.
Perceptions of current economic situations
%
of Americans feel negatively about the current economic situation
vs 73% in late June
Top emotions around current economic situation
Stress
16%
vs 10% in late June
Anxiety
16%
vs 17% in late June
Frustration
14%
unchanged vs late June
Pessimism
12%
vs 20% in late June
Overall optimism about the future has remained relatively stable compared to late June. However, as tariffs begin to set in, optimism is slowly rising among Americans
Level of optimism about the future
- 8-10 (vs 19% in late June) 18%
- 5-7 (vs 34% in late June) 38%
- 1-4 (vs 47% in late June) 44%
Level of optimism about financial future
- 8-10 (vs 17% in late June) 19%
- 5-7 (vs 41% in late June) 43%
- 1-4 (vs 42% in late June) 38%
*10 being very optimistic on the scale
Nearly half of Americans plan to travel in the next 6 months, with domestic trips far outpacing international plans
Travel plans for the rest of 2025
%
of Americans are planning to travel within the next six months
- Americans planning to travel within the USA 42%
- Americans planning to travel internationally 13%
Many Americans are choosing to stay stateside, citing a desire to explore the U.S., stay close to home, and avoid the logistical and safety concerns of international travel. Limited time off and a preference to support domestic tourism also play key roles.
Reasons for not leaving country
Net 29% of Americans cite logistical and planning concerns, while net 25% cite health and safety concerns.
- Want to explore more of the US 31%
- Prefer to stay close to home 30%
- Have limited time off, which makes domestic trips easier to manage 22%
- Feeling safer with the US 21%
Are There Places You’re Avoiding Right Now? Here’s What Travelers Say
I am only avoiding countries that are in active wars or very strict regime such as Israel, Iran, Democratic republic of Congo, Somalia, Myanmar, etc.. I am willing to travel to many places but those cross my limit for safety.
All. The climate in other countries has turned less US friendly due to the current political establishment.
All countries right now due to the climate around Americans and if I’ll be able to get back in the country. I’m also on a huge financial pickle right now and I can’t afford to travel anywhere.
No, but I’m avoiding travel outside of the country in general as I’m concerned about getting back into the US as a transgender person who has a passport which lists my preferred gender.
Compared to past years, many Americans are traveling less. However, this does not appear to be driven by tariffs, as evidenced by the 71% who have not changed their plans since tariffs were implemented.
%
of Americans have not made any changes to their travel plans in the past few months.
%
of Americans are traveling less frequently compared to previous years
Many of those who did change their upcoming travel plans have cancelled or postponed their trips. Others have changes to the type or budget of their trip
Ways Americans are changing the way they travel
[Among Americans who are making changes to their plans]
- of Americans cancelled or postponed a trip 80%
- of Americans have changed their lifestyle or shifted priorities 62%
- of Americans changed the budget & cost of their trip 52%
- of Americans changed the type of trip they are taking 40%
Financial strain is the top reason Americans are changing their travel plans—followed by shifting priorities and a sense that travel isn’t worth the cost
Reasons for changing travel plans
%
of Americans have changed their travel plans due to financial reasons
- Cost of travel has gone up 61%
- My personal budget is tighter now 56%
%
of Americans changed their travel plans due to value perceptions
- Travel no longer feels “worth it” 27%
- I found better options closer to home 5%
%
of Americans changed their travel plans due to lifestyle changes
- Travel just hasn’t felt like a priority lately 17%
- I’ve shifted my focus to local travel instead 16%
We asked Americans what they would tell a friend if they were rethinking their summer plans because of tariffs. Americans are split between encouraging people to go and to wait on traveling for now
M, 25, Northeast
F, 71, South
I would agree with a wait and see approach, as too much is in flux at this time.
I’d tell them to do what they think is best according to their financial situation. If they don’t have a lot of money, I’d tell them to scale back or stay home.
Go for it! You never know what will happen tomorrow.
I would tell them to do it anyway because I don’t see it getting any less expensive anytime soon.
Americans would like to do a variety of travelling – domestic and international travel, visiting family/friends, sightseeing– but financial, political, and safety concerns, are key barriers to travelling.
F, 29, Northeast
F, 65, Midwest
I would probably do a staycation and keep it around my town to keep cost low.
I would love to go to Europe and Australia but the cost of getting there is too much for me right now. Looking at most cost friendly options and trying to save for those.
I’m not planning any travel as it is more difficult now than ever before. While I enjoy international travel, the thought of having to buy a burner phone, going through customs with an ICE presence and just the normal hassle is no longer worth it.
I’d like to go to Asia. Cost of travel and local expenses impact my decision. I’d like to have a longer trip to make the most of it since the flight tickets are expensive.
We Asked Which Travel Brands Are Winning Right Now—Here’s What Stood Out
Certain travel brands are real standouts to consumers, helping them navigate the difficult waters of traveling
I feel Expedia is on top of their game currently, they are my go-to for anything travel.
Marriott hotels are great. All airlines are horrible with Frontier leading the pack. Southwest was great but now they are the same as the rest of them, nickel and dime the customer to death.
TripAdvisor is a brand I would say is doing everything right, they are my go-to brand. What they are doing right is their reliability.
Delta. It offers easy flights change without inconvenience.
Many Americans are changing how they celebrate—citing rising costs, tighter budgets, and a desire for simpler, lower-pressure gatherings—and most expect their holiday spending to stay the same or even go down.
As financial pressure grows, Americans are rethinking how they celebrate—especially birthdays, family gatherings, and cultural holidays.
%
of Americans say they’ve changed how they celebrated or spent money on holidays/special occasions in the past few months
Holidays or Occasions Most Impacted:
Birthdays
%
Family gatherings or reunions
%
Religous or cultural holidays
%
Anniversary
%
Many Americans are changing how they celebrate—citing rising costs, tighter budgets, and a desire for simpler, lower-pressure gatherings—and most expect their holiday spending to stay the same or even go down
Why Americans are Changing Their Celebration Plans
%
Prioritize more urgent spending
%
Price to organize was too high
%
They wanted something more simple
%
Wanted to avoid putting pressure on others to spend
How Americans expect their spending on holidays/celebrations to change
%
Expect to spend the same amount
%
Expect to spend less
%
Expect to spend more
How Americans Feel About Upcoming Holidays
Neutral
43%
Excited
27%
Anxious/Stressed
14%
Dreading Them
11%
As financial pressure continues, Americans are approaching back-to-school spending with caution—though most expect it to stay the same.
[Among Americans where BTS shopping is relevant]
%
Expect to spend less on supplies
%
Expect to spend more on supplies
%
Expect their spending to stay about the same on supplies
Americans had this advice for brands for this year’s back-to-school sales
Advertise that you’ve lowered the prices, even a little, to help families. Do a promotion where the brand donates some free products to schools or to the knapsack given out by City of Boston to some school kids. Work with some sports figures in some giveaways.
This year may be though for many families financially. Keep that in mind.
Offer good, better, best product lines and focus on building quality and value into every tier of whatever it is you manufacture.
I challenge them to price match what the prices used to be in 2019-2020 and then make a splash about it. Increased prices are wooing no one.
Beyond back-to-school, economic anxiety is driving hesitation around bigger purchases—with most Americans holding off for now.
%
of Americans say they are not likely to make a big-ticket purchase in the next few months
Reasons for Americans pausing on big ticket purchases
For those still planning big-ticket buys, it’s about experiences, essentials, and the home—more than luxury or indulgence.
- Feel prices are too high 44%
- Are being more cautious with their budget 38%
- Feel there is too much uncertainty within the economy 32%
- Don’t feel comfortable making a big purchase 29%
- Are trying to pay off debt or build up savings 28%
Big ticket purchases Americans are planning
Despite financial concerns, some Americans are still looking to spend on big ticket items, such as events, home renovation, and home furniture and electronics.
- Events or experiences 13%
- Large electronics or appliances 13%
- Major home repair or renovation 12%
- Furniture 11%
A word on our approach...
Fine Print:
A Nationally Representative Angus Reid Group Sample
Sample Size: n= 301 Americans aged 18+ years old
Fieldwork dates: June 13-18, 2025
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Coming Soon:
Over the next several months, we’ll be diving deeper into how tariffs and economic uncertainty are shaping everyday life. From travel plans to the impact on media consumption, personal wellness, big-ticket purchases, and budgeting strategies — we’ll explore it all. We’ll also cover shifting consumer trust in brands and retailers, impulse spending trends, and how special occasions and summer holidays are being affected.
Stay tuned for fresh insights!
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