Rethinking Your Marketing Strategy in a Tariff-Driven Economy

Tariffs aren’t just a talking point on the news; they’re reshaping the way Americans shop, spend and make decisions. As a business owner and someone who’s worked with hundreds of companies navigating turbulent markets, I’ve seen firsthand how quickly economic pressures can shift customer behavior. Right now, we’re seeing consumers become more cautious, more value-driven, and more willing to switch brands for a better deal.

At Dream Local Digital, we’re working closely with clients to respond to this shift with agility and empathy. Whether you’re a challenger brand looking to grow or a legacy brand trying to hold your ground, your marketing strategy needs to evolve.

Let’s break down what’s happening and how to respond.

Consumers Are Feeling the Pressure and Paying Attention   

According to recent consumer data, 91% of shoppers are aware that tariffs are driving up prices. That level of awareness is unusual, and it’s powerful. It tells us consumers aren’t just passively absorbing price changes; they’re actively noticing, reacting and adjusting their behavior.

This is your opportunity to lead with empathy and transparency in your messaging. For example, the same study found that men reported higher tariff awareness than women (71% vs. 55%), which means your communications can (and should) be fine-tuned by demographic. The more you understand your audience, the more you can connect in meaningful ways.

Value-First Messaging Isn’t Optional — It’s Expected   

Here’s something that really jumped out to me: 43% of shoppers say they’ll opt into email or text communications in exchange for better pricing or early access to deals, and for Gen Z, that number jumps to 54%. This tells us loud and clear: Value isn’t just important; it’s the price of admission.

If you’ve been holding off on building your SMS or email marketing strategy, now’s the time to dive in. These channels are your most direct path to deliver value, whether that’s through timely promotions, exclusive access or early-bird offers. We’re helping our clients create loyalty programs and deal-driven content that not only drives conversions but also builds long-term trust.

Brand Loyalty Is Up for Grabs   

This stat stopped me in my tracks: Fewer than half of consumers (46%) say they’ll remain loyal to their go-to brands, even when those brands are transparent about pricing changes.

For up-and-coming businesses, this is your chance to capture market share. Lead with clarity. Deliver consistently. Show up for your customers again and again. For established brands, it’s time to stop leaning on legacy and start re-earning loyalty every day through messaging, service and value.

Consumers Are Spending Differently, and So Should You   

We’re seeing clear behavioral shifts:

• 23% of Americans are cutting back on nonessential purchases.

• Gen Z is changing where they shop to chase better prices.

• 37% plan to reduce their summer and holiday spending.

This isn’t about trends. It’s about necessity. And your marketing needs to reflect that. Campaigns right now should promote essentials, reframe luxury as long-term value, and create urgency without pressure. Limited-time offers, seasonal bundles or even payment plans can help consumers justify spending with you instead of a competitor.

Know Where the Pain Is and Speak to It   

The pinch is real, especially in:

• Groceries and essentials (53%)

• Apparel and fashion (46%)

• Tech and electronics (41%)

• Auto parts and maintenance (36%)

If your business falls into or supports any of these categories, lean into messaging and marketing strategies that speak directly to the financial stress your customers are feeling. Offer cost-saving bundles, spotlight long-term value, and if you have it, use financing or loyalty rewards to reduce friction at checkout.

 A Strategy That Meets the Moment   

We’re in a marketing environment where necessity is the driver. That means your strategy needs to be:

• Agile: Adjust quickly to price or supply chain changes.

• Transparent: Be upfront about availability, delays or price changes.

• Empathetic: Reflect what your customers are going through.

• Data-Driven: Watch behavior, test messaging and make updates based on results.

At Dream Local Digital, we’ve helped clients navigate economic shifts before, and we’re doing it again now. The businesses that adapt, stay visible and keep delivering value will not only weather this storm, they’ll emerge stronger on the other side.

If your strategy still looks like it did six months ago, it’s already outdated. Your customers have moved on. It’s time your marketing caught up.

Need Help Navigating This New Normal?

Let’s talk. Our team is here to help you realign your marketing strategy for today’s economic reality, without sacrificing results.