Tariff Fears Spark Sudden Tech Buying Rush in US

A nationwide CNET survey conducted in March 2025 reveals that millions of US consumers are rushing to purchase smartphones, laptops, and household appliances early to beat anticipated price hikes triggered by Donald Trump’s shifting tariff policies.

Editor’s note: This survey is based on data from March 2025. Please refer to our summer 2025 tariff survey for the latest findings.

final-2 — Zooey Liao and James Martin/CNET

Recent shifts in President Donald Trump’s trade agenda have introduced fresh uncertainty for tech buyers. Following the introduction of an additional 125% reciprocal tariff on Chinese imports, the administration temporarily exempted consumer electronics, such as smartphones and laptops. However, a baseline 20% tariff on all Chinese imports remains active and could escalate, threatening to make consumer technology substantially more expensive in the near future.

To understand the mechanics of these import taxes, certified financial planner Patti Brennan explains the direct impact on consumers. “If there’s a 10% tariff on smartphones, US-based companies must pay 10% more to import those products from overseas,” Brennan noted. “That added cost has to be absorbed, and historically, businesses pass these expenses directly to the consumer.”

With trade policies in constant flux, consumers face a critical dilemma: secure their electronics now or gamble on waiting for future deals.

Key Findings from the Tariff Survey

Fear-Driven Purchases: US adults are feeling intense pressure to buy electronics, particularly smartphones, laptops, and home appliances, before potential price surges.
Widespread Pressure: Approximately 38% of surveyed shoppers reported feeling prompted to buy items early due to tariff concerns.
Early Action: One in ten consumers completed major purchases late last year or early this year to avoid price hikes, while another 10% plan to accelerate their shopping timelines.
Delayed Spending: Conversely, 27% of shoppers are postponing major purchases exceeding $500, while 18% plan to target seasonal sales events to offset rising costs.

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Gen Z and Millennials Lead the Panic Buying Trend

Demographic data reveals a stark generational divide. Younger consumers are experiencing the highest level of anxiety, with 48% of Gen Z and 45% of millennials admitting they felt compelled to make purchases ahead of tariff implementations.

In contrast, over 60% of Gen X and baby boomers reported feeling unaffected by this pressure. Usha Haley, a professor at Wichita State University’s Barton School of Business, suggests that younger demographics are inherently more vulnerable to peer influence and the fear of missing out (FOMO) compared to older generations.

How US Households Are Adjusting Budgets for Tariffs

To prepare for potential inflationary pressures, the majority of US adults are actively restructuring their personal finances. Many are opting to curb non-essential expenditures, such as dining out and travelling (40%), while 19% are prioritising saving a larger portion of their income.

Smartphones and Laptops Top Pre-Tariff Shopping Lists

For consumers concerned about rising hardware costs, the strategy has been to buy now. Personal electronics lead the list of preemptive purchases, with smartphones and laptops being the primary focus.

According to the survey, 48% of US adults have either bought or plan to buy a smartphone to beat the tariffs, while 42% have done the same for laptops. Other high-priority categories include major home appliances, televisions, and smart home systems.

Why Some Shoppers Are Postponing Major Purchases

While many are rushing to buy, a significant 27% of US adults are taking the opposite approach, delaying purchases valued over $500. Additionally, 18% plan to rely on major annual discount events to buffer against tariff-induced inflation, while 11% had already secured their items late last year or in early 2025.

For those who have already saved the necessary funds, buying immediately may be the safest strategy. Michael Coon, associate professor of economics at the University of Tampa, notes: “If you expect prices to rise, buying now is logical. However, if everyone adopts this mindset simultaneously, the sudden surge in demand will naturally drive prices up anyway, mimicking pandemic-era supply constraints.”

Coon advises shoppers to dedicate time to comparing retailer offers, as a few minutes of research can yield substantial savings.

To Buy or Not to Buy: What the Economists Say

The central question remains: is it financially sound to purchase electronics immediately to avoid tariff penalties?

If you have dedicated savings ready, buying now or waiting for scheduled retail events offers price security. However, if you lack the cash reserves, experts strongly advise against using high-interest debt to fund these acquisitions.

“Credit cards are great tools if you have the money to pay off your purchases immediately. However, the average credit card interest rate is over 20%, which means interest charges could end up costing you even more than higher tariffs.”

— Evan Zimmer, CNET personal finance editor

Brennan echoes this sentiment, advising consumers to focus on actual necessity rather than speculative fear. “Do not purchase items solely because you anticipate price hikes, as the final policy outcomes remain highly unpredictable,” she warned.

Expert Buying Guide: Laptops, TVs and Smartphones

Navigating the current market requires strategic timing. Industry experts shared their insights on how to approach major tech categories in the coming months.

Smart Timing for Laptop Discounts

According to Josh Goldman, a laptop reviewer and editor, the decision to buy depends on your immediate requirements. “With import taxes threatening to disrupt pricing, those who need a new laptop and have the budget should not wait,” Goldman advised. “We are entering a prime promotional window, with spring sales, graduation events, Memorial Day, and back-to-school promotions offering the best discounts outside of Black Friday.”

For budget-conscious buyers, Goldman suggests exploring certified refurbished devices from reputable outlets like Apple, Best Buy, BackMarket, and eBay Refurbished, which are less vulnerable to tariff adjustments.

Why Last Year’s TV Models Are Your Best Bet

For those seeking a television upgrade, David Katzmaier, senior editorial director, recommends targeting 2024 models immediately. Retailers are currently slashing prices on last year’s stock to clear inventory for incoming 2025 displays.

While the newest 2025 models will command premium prices until the autumn holidays, Katzmaier suggests waiting if your current TV functions well. “While future tariffs could influence pricing later in the year, their direct impact on holiday promotional events remains uncertain,” he noted.

Smartphones: Repairing vs Replacing Amid Tariff Fears

Patrick Holland, smartphone reviewer and editor, urges consumers to evaluate whether an upgrade is genuinely necessary. Given that modern smartphones easily last three to five years, hardware issues can often be resolved economically.

“If your battery doesn’t hold a charge like it used to but everything else on your phone is fine, it’d be a lot easier and cheaper to replace the battery than to buy an entirely new phone — tariffs or not.”

— Patrick Holland, CNET editor and smartphone reviewer

With major releases like the iPhone 17 and Google Pixel 10 scheduled for later this year, pricing details remain unconfirmed. However, consumer tech prices are generally less volatile than everyday commodities. For those who must upgrade, Holland recommends leveraging carrier trade-in promotions rather than relying on long-term financing contracts, which can obscure the true cost of the device.

Survey Methodology

All statistical data presented is provided by YouGov Plc. The study analysed a representative sample of 2,305 US adults aged 18 and over. The online fieldwork was conducted between March 3 and March 5, 2025, with data weighted to reflect the broader US demographic profile.