DONALD Trump’s tariffs are causing alarm across the UK with experts warning that “the real burden for retailers is the uncertainty tax”.
With a new 10% global tariff taking effect on 24 February, and the White House signalling it could rise to 15% under a temporary 150-day mechanism, tariff policy is once again in flux.
For UK shoppers and retailers, the question is not only whether prices rise, but how quickly and how unevenly the impact lands.
New consumer research from the ecommerce marketing company Omnisend shows how UK shoppers are reacting, and what it could mean for retailers and ecommerce brands.
A total of 34% of Brits say they’re worried tariffs could increase the prices of the products they buy and 33% are worried about the wider impact on the UK economy.
A total of 12% are worried about their business or job security while 33% think the UK should retaliate with its own tariffs on US goods.
Around 12% say they plan to buy more products from the UK to support local businesses while 64% would be willing to pay more for products labelled “Made in the UK”, most commonly up to 5% more.
The real burden for retailers is the uncertainty tax
Marty Bauer, Retail Analyst at Omnisend, said:“The real tax on brands right now is volatility. When tariff policy shifts in a matter of months, retailers cannot plan pricing, promotions, or inventory with any confidence. That tends to show up as fewer discounts, shorter promotions, and gradual price rises rather than a single overnight jump.
“Our research suggests British shoppers are already bracing for that. A third are worried tariffs will raise the prices they pay, with a further third worried about the wider implications on the economy.
“At the same time, people are signalling they want to make more intentional choices with their shopping. With Britain less likely to rely on its allies to keep prices down, consumers tend to shift to buying British. 12% say they plan to purchase more UK-made products, and 64% would pay a premium for items labelled ‘Made in the UK’, most commonly up to 5%.
“The implication for retailers is that you cannot treat your audience as one group. Clear pricing, honest messaging on sourcing, and tailoring offers and messaging to different shoppers matter more when budgets are tight and uncertainty is high. In volatile conditions, trust becomes a competitive advantage.”
Consumers are alert, not alarmed
Nouran Moustafa, Practice Principal & IFA at Roxton Wealth, said the tariffs are breeding uncertainty across the UK.
She added: “The data tells me consumers are alert, not alarmed. When a third of shoppers already expect price rises, that shift in sentiment matters because confidence often moves before prices do. Tariffs rarely hit all at once. The impact tends to filter through supply chains unevenly, with imported goods and retailers facing pressure first.
“Over time, that can mean higher prices or thinner margins. What stands out is that 64% would pay slightly more for ‘Made in the UK’ products, but most only up to 5%. That suggests support for local business exists, but affordability still dominates decision-making.
“For the UK economy, the bigger risk isn’t just price increases, it’s uncertainty. Businesses delay investment, households become cautious, and spending slows. If tariffs rise further or stay in place longer than expected, the drag on confidence could outweigh the direct cost impact.”
British shoppers are already bracing for it
Tony Redondo, Founder at Newquay-based Cosmos Currency Exchange, said some industries will be hit harder than others.
He continued: “The UK is currently in a ‘privileged but precarious’ position. While we have lower rates than the EU or Japan in some sectors, the British Chambers of Commerce warns that these new tariffs could still cost UK exporters up to £3 billion at a time when the UK economy has already flatlined.
“The 24 February implementation of a 10% US global tariff marks a volatile era for UK trade, but the real burden for retailers is the ‘uncertainty tax’. With the White House signalling a potential rise to 15% under a 150-day mechanism, businesses face a dilemma: raise prices now or absorb costs, hoping the measure expires in July.
“The UK’s Economic Prosperity Deal offers some insulation for sectors like pharma, but luxury goods and Scotch whisky face the full brunt. Small ecommerce brands are particularly vulnerable following the removal of thresholds, meaning even small parcels are now taxed.”
Photo by Jakob Owens on Unsplash.
