Tariff uncertainty hits U.S. goods and nonessential purchases
Consumers across the euro zone are changing their spending habits in response to U.S. tariffs, with many avoiding American products and cutting discretionary expenses. According to a new European Central Bank (ECB) study published Monday, these adjustments reflect growing unease over trade tensions and inflation.
Despite holding significant post-pandemic savings, households have remained cautious throughout the year. The study, part of the ECB’s Economic Bulletin, found that approximately 26% of survey participants have shifted away from U.S. goods, while 16% reported reducing their overall spending.
Spending cuts most common among lower-income households
The ECB analysis reveals a divide in consumer behavior based on income levels. Higher-income households were more likely to swap U.S. goods for alternatives, whereas lower-income groups tended to reduce overall consumption. The bank also noted that financial literacy influenced these decisions, with more informed consumers responding differently to tariff risks.
Importantly, most of the reductions affected discretionary spending, such as electronics and apparel, while essential items like food and healthcare were largely untouched.
Inflation expectations adjust upward
Beyond changes in purchasing behavior, the ECB observed a shift in consumer expectations around inflation. Some respondents reported raising their long-term inflation outlooks, suggesting that concerns about the inflationary effects of tariffs may persist longer than initially expected.
The study adds to a growing body of evidence that trade policy uncertainty is exerting pressure on consumer sentiment and behavior across the euro zone. With U.S. tariffs targeting European industries, including autos and steel, the full impact on both economies may take months to unfold.
