According to a new Gartner survey, nearly half of U.S. consumers (47%) plan to increase their purchases of American-made products this year, highlighting a trend toward local sourcing and domestic support. The findings suggest a shift in consumer values, driven by economic uncertainty, supply chain awareness, and evolving purchasing priorities.
“The current wave of economic uncertainty is reshaping consumer behaviour 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 prioritise financial stability over immediate gratification.
In a poll conducted in March 2025 among 212 U.S. consumers, Gartner uncovered signs of growing caution around big-ticket items. As many as 42% of respondents stated they chose to delay significant purchases, such as appliances, vehicles, or home upgrades—a notable jump from just 28% who expressed similar hesitancy in 2024.
By Q3 2025, Gartner forecasts that 60% of consumers will hold off on major purchases, reflecting a more conservative approach to personal spending. The forecast also projects that by year’s end, a majority—60%—will be turning to secondhand platforms and peer-to-peer marketplaces for their shopping needs, signalling an embrace of thrift, sustainability, and value.
Brand neutrality is preferred, but consistency is crucial
Regarding a brand’s position on social or political matters, most consumers (68%) aren’t asking companies to take sides. However, neutrality alone isn’t enough. Over half of respondents (55%) said that when a brand changes its stance on social or political issues, it erodes their trust in that brand. This underscores a key point: it’s not about taking a stand, but about standing firm.
The consequences of inconsistency can be severe. Among those who said they distrust brands that shift positions, a third admitted to boycotting at least one brand over the past year. That’s much higher than the 20% boycott rate among consumers who are unbothered by brand backtracking.
For companies navigating today’s polarised and scrutinised landscape, these insights highlight the importance of maintaining a consistent identity and message, regardless of whether or not they engage in public discourse.