Back-to-school and holiday spending plans take a hit as Americans and Canadians rethink celebrations, travel, and big-ticket purchases
Chicago, IL and Vancouver, BC – July 23, 2025 – Reach3 Insights and Rival Technologies today released another wave of findings from Trade Winds, their ongoing research initiative exploring how consumers are navigating tariff-related economic uncertainty. New data reveals that financial pressure is reshaping how North American consumers plan to celebrate, shop, and travel in the months ahead.
According to the latest research in the United States and Canada:
“Despite the recent U.S. stock market rally, stress, anxiety, and financial strain continue to show up in nearly every facet of consumer life,” said Matt Kleinschmit, CEO and Founder of Reach3 Insights. “From travel and gifting to major household purchases, these results give brands across industries an early signal that traditional seasonal shopping patterns may look very different this year.”
Rising prices, tighter budgets, and shifting priorities are driving consumers to simplify or even skip events. In the U.S., 42% of Americans have already changed how they celebrate birthdays, holidays, and other special occasions. In Canada, 41% report similar changes, primarily due to cost concerns or a desire for lower-pressure gatherings.
While nearly half of Americans (49%) and two-thirds of Canadians (66%) still hope to travel this year, most are sticking closer to home. Domestic trips are far more common than international ones, with many citing planning challenges, geopolitical risks, and rising travel costs. Still, 71% of Americans and 62% of Canadians say they haven’t changed their travel plans due to tariffs, suggesting that financial strain, not policy alone, is influencing behavior.
Consumers on both sides of the border are also delaying large purchases. The top reasons include high prices, budget caution, and overall economic uncertainty. Those still planning to spend are prioritizing practical categories like home repair, furniture, and experiences rather than luxury items.
“People are feeling the squeeze but aren’t always blaming tariffs directly,” said Varun Jog, Research Director at Reach3 Insights and the study’s lead researcher. “What we’re seeing is a broader recalibration of priorities, and that has major implications for marketers heading into the fall and holiday seasons.”
Trade Winds combines mobile-first, chat-like surveys and in-the-moment video feedback from an ongoing insight community recruited from a nationally representative Angus Reid Group sample in the U.S. and Canada. The study uses Rival’s conversational research platform to capture emotions, behaviors, and attitudes with greater depth and immediacy than traditional methods.
To explore the latest findings or sign up for future updates, visit: https://www.reach3insights.com/trade-winds
Reach3 Insights and Rival Technologies are the pioneers in conversational research and the leading authority on insight communities. Rival’s mobile-first, conversational platform helps transform conventional surveys into personalized research experiences that emulate the way people communicate today. Reach3 is an award-winning full-service consulting firm that uses immersive, in-the-moment research designs and dynamic digital storytelling to deliver deep experiential insights. Amplified by AI, Rival and Reach3’s conversational research approach delivers higher response rates, deeper engagement, and faster time-to-insights. To learn more please visit rivaltech.com or reach3insights.com.
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Media contact: Marie Melsheimer, marie@andremktg.com, +1-541-815-3951
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