As Americans head into summer 2025, uncertainty is shaping consumer behavior, from the checkout aisle to the couch. Horizon’s latest Consumer Pulse surfaces how continued inflation, tariff concerns, and broader financial unease are shaping real-world behaviors and how brands can stay relevant in this shifting environment.

Wait-and-see is the dominant mood

While many aren’t making dramatic spending cuts, nearly 3 in 4 say they’ve either already changed or expect to change how they shop. Shoppers are stretching purchase cycles, leaning into private label, and actively hunting for better value, trends that started before “Liberation Day” and show no signs of slowing.

At-home entertainment is holding strong

In the face of economic stress, consumers are turning inward. Four in ten say they plan to stay in rather than go out, making at-home entertainment the second-most common coping strategy. Streaming is up 15% YoY, while live TV remains steady and news viewership is surging, particularly among adults under 55.

Multicultural Audiences = Early Indicators

Multicultural consumers are feeling the pressure and acting on it. Hispanic consumers are focused on job security, cutting back on live events, and shifting toward shared resources. Black consumers are prioritizing debt management but staying loyal to beloved brands and entertainment. Asian consumers, highly attuned to economic news, are comparison shopping and stocking up. These groups represent both heightened sensitivity and powerful economic potential, making culturally attuned strategies more important than ever.

The future is in flux, but with data-driven insight, brands can stay ahead. 

*Source: Horizon Media Consumer Pulse. Survey fielded 4/8/25 – 5/12/25; n=3,758. Proprietary data unless otherwise cited.

Download the full report below.