Gartner Marketing Survey Finds Nearly Half of Consumers Expect to Buy More American Goods Amid Economic Uncertainty
Marketing Leaders Must Adapt Strategies to Address Economic Challenges and Inflation Concerns
Forty-seven percent of consumers expect to buy more American-made products this year, according to a survey by Gartner, Inc.
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Figure 1: Source: Gartner (May 2025)
A Gartner Consumer Community survey of 212 US consumers, conducted in March 2025, found that 42% consumers agreed that they have decided to wait to make a major purchase, up from 2024 when only 28% consumers were reconsidering such expenditures (see Figure 1). By the third quarter of 2025, Gartner predicts 60% of consumers will have elected to delay a major purchase. And by the end of the year, Gartner predicts 60% of consumers will buy on secondhand and peer-to-peer marketplaces.
"The current wave of economic uncertainty is reshaping consumer behavior in profound ways," said Kate Muhl, VP Analyst in the Gartner Marketing practice. "There is a clear shift towards more deliberate purchasing decisions and budget-conscious shopping strategies, as individuals prioritize financial stability over immediate gratification.
"Marketing leaders who adapt to these changes by strengthening their brand value, and consistently delivering on core consumer promises, will be more likely to see their organizations thrive."
Consumers Prefer Brands to Stay Neutral but Consistency Matters Even More
While the majority (68%) of consumers are not looking for brands to take stands on social or political issues right now, 55% say that when a brand reverses course on social and political issues, they lose trust in that brand. Furthermore, a third of consumers who distrust brands that reverse course report boycotting a brand in the last year (compared to only 20% of those unbothered by brands reversing course).
"In today's intricate landscape, marketers must navigate the delicate balance between brand activism and consumer sentiment with caution. While it's a challenging time to initiate new socio-political campaigns, altering existing stands requires subtlety and discretion to avoid alienating consumers," advises Muhl.
Gartner clients can read more in the report: "Quick Answer: CMOs Must Prepare for Consumer Reaction to Tariffs".
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Elizabeth Bishop
Gartner
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Juliette Dixon
Gartner
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