Will Negative Customer Reviews Linked to Tariff Costs Harm Retail Brands?

While tariffs have been the talk of the international community, particularly in the United States, as of late, most of the discussion has centered around the impact these trade measures might have on both stateside retailers and U.S. consumers as a whole.

One tangential outcome that has flown somewhat under the radar, however, is how tariffs might be affecting public-facing customer reviews, a topic taken on by Modern Retail reporter Julia Waldow in a May 23 column.

According to industry insiders speaking with the outlet, retailers have begun noticing a gradual uptick in customer reviews referencing the financial strain caused by U.S. tariffs, reflecting the pressure both businesses and shoppers are starting to feel.

"Tariffs for most goods imported into the U.S. stand at a minimum of 10%. To adapt, many brands have spent the last few months raising prices, updating shipping terms or scaling back inventory," Waldow wrote. "Now, shoppers frustrated by these changes are airing their grievances in online reviews, which could present a challenge for brands looking to win over more shoppers during an economically challenging time."

Brands and Reviewers Weigh In

Waldow cited a quartet of sources, all of them indicating that reviews mentioning tariffs were becoming more prevalent.

Kuru footwear and apparel brand American Tall both pointed to standout reviews coming from customers citing complaints related to tariffs. In the former instance, Kuru saw one irritated customer vent about the increased costs showing up in recent weeks — "this is all prior to what is about to happen with the tariffs war," they wrote — while for American Tall, a buyer instead visited review platform site Pissed Consumer to complain about a $62 collect-on-delivery fee added to their bill "because of tariffs."

Perhaps due to the mountain of news articles, email missives, and marketing appeals being made from brands themselves, Waldow suggested that consumers are acutely aware of the impact that tariffs are having on their purchasing power.

Kuru CEO Bret Rasmussen chimed in on the subject.

"Our customers are definitely conscious of [the tariffs] and aware of what’s happening and how it’s changing their behavior,” he said.

“We are monitoring what our customers are telling us and trying to better understand the impact tariffs and price increases will have,” he added.

As for Pissed Consumer, it collects negative reviews across approximately 200,000 brands, with three-quarters (75%) of its traffic coming from the United States and Canada. And despite hosting 230 industries, divided up into sections, Michael Podolsky — the site's founder — suggested that tariff-related reviews were most prevalent in the automotive, e-commerce, electronics, grocery, and retail sectors.

"That’s where we see tariff discussions picking up," Podolsky observed.

“Consumers are genuinely smart, and they do understand that tariffs are an additional tax placed on goods," he said.

Counterpoint: Some Reviewers Endorse 'Made in America' Movement

While the balance of reviews noted above may be negative, some customers instead are taking the opposite path — endorsing protectionist policy as a way of spurring demand for items manufactured in the United States.

Two such reviews were pulled by Modern Retail, one for a zip-up sweatshirt from American Giant (which manufactures its garments in the United States), which read: "Totally sourced and made in the USA is a major plus!"

A second review for NorthShore incontinence products read: "Thank you for this product, please work to move all material and assembly done in the U.S.”

While Waldow noted that some customers may choose not to purchase goods at all due to tariff-related price hikes — and therefore never leave a review — their absence can still reflect a broader sentiment that's easy to overlook. Even so, the emotional responses found in reviews remain a valuable source of insight for retailers.