Incoming tariffs and associated price hikes could have an impact on brand loyalty.

Nearly seven-in-10 (68%) brand and retail executives expect a negative reaction to price increases from customers, according to a new survey from AI-powered retail platform First Insight . Seventy-three percent of consumers surveyed confirm they would be frustrated by price increases, and 83% of executives say they plan to raise prices anyway.

However, brands and retailers that don’t raise prices in the face of new import costs could see long-term loyalty increase. Nearly 80% of consumers would feel more loyal to brands that absorb tariff-related increases, while nearly three-in-four would abandon their favorite brand for a cheaper generic if retail prices rise.

A large majority of consumer

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