American companies are grappling with supply chain adjustments and potential price increases in the wake of Liberation Day on April 2, when the U.S. announced a series of hefty tariffs on many core trading partners like China, India, and the European Union. In the time since, advertisers and consumers alike have been working to adjust.
In the meantime, one critical question emerges: How are consumers actually responding to these market shifts?
At EDO, we looked at the data for an answer. We analyzed real-time consumer engagement — such as branded searches or website visits — with TV advertising across tariff-impacted industries, in the month before and after April 2. These signals offer immediate insight and clarity into what messages are resonating, and a trusted leading indicator of future sales.
The results revealed patterns in how consumer behavior has changed across categories — from automotives to apparel — and how marketing spend has moved to meet that shifting demand.
Auto pumps the brakes while interest shifts lanes
As auto brands adjust to new economic realities, consumer interest in vehicles hasn't stalled out. Since Liberation Day, carmakers have responded to tariff uncertainties with significant budget reductions. Estimated spend in Luxury Auto decreased 11%, while Non-Luxury Auto dropped 42%.
However, ad effectiveness decreased 9% among Luxury Auto brands and just 3% among Non-Luxury Auto brands. While overall automotive interest may be cooling, Non-Luxury vehicle buyers remain responsive to advertising despite economic concerns.
The great appliance rush to beat the tariff clock
The kitchen has become ground zero for tariff anxiety. As consumers browse refrigerators and dishwashers, their urgency is palpable — driven less by immediate need and more by the looming shadow of price increases on these big-ticket necessities.
This surge has caught advertisers off guard. For example, Appliance advertisers reduced spend by 30% while ad effectiveness for the category surged 77% post Liberation Day. The pattern is even more pronounced in the Kitchen subcategory, where spending dropped 51% while ad effectiveness skyrocketed by 214%.
In this compressed window, every ad impression carries significantly more potential impact. Brands that maintain visibility could lock in years of future market share, while those cutting budgets may inadvertently surrender voice during a pivotal moment of consumer reconsideration.
Fashion brands confront a new wardrobe hierarchy
When economic winds shift, wardrobe decisions often follow more nuanced patterns than simple belt-tightening. The apparel category has largely increased advertising investments despite tariff concerns. Estimated spend for Accessories grew 11%, Clothing by 9%, and Jewelry and Watches by 59% since Liberation Day.
However, consumer responses have varied significantly by subcategory. In fact, only Accessories saw an engagement lift (+4%), while Clothing ad effectiveness remained stable and Jewelry ad performance dropped 24%. Shoe-related advertising presents another interesting contrast, with spend down 40% while consumer engagement increased by 9%.
The strong performance of Accessories and Shoes indicates consumers may be shifting toward "affordable luxury" refresh purchases rather than complete wardrobe overhauls.
Physical stores surge while online shopping cools
Consumers seem to be leaning away from digital-first habits. While Online Retail ad spend dropped only slightly (-2%), engagement sank 16%. Meanwhile, brick-and-mortar retailers saw surprising gains. Department Stores held their ground with flat engagement and an estimated 11% increase in spend. Clothing Stores were the biggest standout, with increased spend of 24% and a remarkable 48% boost in ad effectiveness.
These insights suggest shoppers are assigning greater value to the certainty and immediacy of physical retail. Forward-thinking marketers can optimize their creative strategy by emphasizing not just product selection but the consultative value and purchase confidence that comes from in-person shopping experiences.
Stay ahead of market changes without guesswork
As tariff policies evolve, consumer behavior will likely shift further as price changes reach retail shelves. Immediate engagement metrics provide a valuable early detection system for these behavioral changes weeks or months before they appear in traditional sales data.
By monitoring how consumers are interacting with advertising today, brands can better predict future revenue impacts, optimize media allocation, and adapt messaging strategy to shifting consumer priorities.
Is your brand navigating tariff-related uncertainty? Get in touch to learn how these real-time signals can empower you to plan with greater clarity in the months ahead.