New Survey Reveals Consumer 'Yuletide Anxiety' Over Tariff Uncertainty

Business Wire

3 days ago

SACRAMENTO, Calif.--(BUSINESS WIRE)--A new national survey reveals that American consumers are increasingly anxious that tariffs on imported goods could dampen their holiday celebrations. The poll, conducted by Ipsos on behalf of the American Christmas Tree Association (ACTA) found that over half (61%) of respondents are concerned that tariffs will have an effect on Christmas — from the availability of decorations, toys and electronics to being able to afford the holiday season.
Among the key findings:
57% are at least moderately to very concerned that tariffs will make the holidays more expensive this year, and more than three-quarters (77%) of Americans think rising prices could negatively impact this year's holiday season.
Two-thirds of (68%) Americans believe essential holiday items will become unaffordable if tariffs lead to substantial price increases.
If prices on holiday items increase due to tariffs, seven out of 10 shoppers (70%) say they will take some type of action, including cutting back on spending (46%), buying fewer decorations or gifts (41%), or switching to homemade or alternative gifts (22%).
More than half of Americans (56%) agree the government should prioritize eliminating tariffs on essential holiday items to avoid price increases for shoppers.
The commercial impact is particularly noticeable when respondents revealed their annual holiday budget with spending falling into the following ranges – under $250 (25%), $250-499 (24%), $500-999 (23%), 1000-1999 (18%), and over $2000 (7%).
'Holiday celebrations are deeply rooted in tradition, and for many families, artificial trees and imported decorations are central to that experience,' said Jami Warner, Executive Director of ACTA. 'This survey makes it clear that Americans are feeling the pinch — and they want to preserve the joy of the season without breaking the bank.'
The findings come as policymakers consider extending or modifying tariffs on a broad range of consumer goods. The artificial Christmas tree industry, which relies heavily on overseas manufacturing, is among the sectors most directly impacted.
'We appreciate the Administration's actions to significantly lower the tariffs on Chinese imports, and we ask them to recognize the unintended consequences these tariffs have on the great majority of American families,' added Warner. 'Christmas should be a time of joy, not financial strain for consumers and the numerous small businesses that rely on holiday sales and face potential closure.'
About the Survey:
This poll was conducted by Ipsos from May 9 to May 11, 2025, using the probability-based KnowledgePanel®. This poll is based on a nationally representative probability sample of 1,019 adults age 18 or older. The margin of error is ±[3.3]% at the 95% confidence level.
The American Christmas Tree Association (ACTA) is a non-profit organization that serves as a resource for media and consumers seeking information and education on the Christmas tree industry. For continued Christmas tree supply updates and industry news updates, visit ChristmasTreeAssociation.org or follow ACTA on LinkedIn, Instagram, Facebook, or X.