Interestingly, opinions vary by income group.

Low and, most of all, middle income adults are the MOST opposed to adding tariffs.

High earners are less bothered. This group has thrived lately despite elevated inflation, potentially reducing their tariff concerns.

ALL categories had net opposition overall - despite many remembering 2018/2019 (the period following the last tariff implementation) as "good". What's dif this time?

1) Inflation was low for yrs heading into '18; much higher this time

2) Ppl think these tariffs will cost more

my favorite too!!

full analysis here!
pro.morningconsult.com/analysis/con...

Our Consumer Health Index (CHI), which we track daily, isn't the only sign of a turnaround either - our spending data by income runs monthly so only have it through Oct, but that 3-month demand boost is showing up in reported purchasing growth among low earners as well!

This data comes from Morning Consult's daily tracking of thousands of US consumers, so we can keep monitoring pretty much in real time. So far in November, Walmart customer CHI scores kept going up while Target's are still lagging:

This metric has historically related to consumer spending; the big slump over the summer corresponded with retailers grappling with elevated price sensitivity and trading down.

That story appears to be changing, with the index gathering steam toward recovery.

Full analysis here!
t.co/tCHdEeWpf5

...and/or subscribe to our Economic Pulse Check newsletter to read the highlights from the pod convo and get alerted when our next ep drops! (Hint: That will be December 4th)
pro.morningconsult.com/newsletters?...

....or listen on Spotify:
open.spotify.com/show/11q9QQ5...