Survey: 65% of Americans have already changed their spending due to Iran war fears — and another 18% plan to follow

The war in Iran is already reshaping how people shop — and the shift is still gaining momentum.

A new survey by ecommerce marketing platform Omnisend shows that 65% of consumers have already changed their shopping habits due to concerns about the conflict and its economic impact. On top of that, another 18% say they are planning to change their behavior soon, meaning more than 8 in 10 consumers are either reacting or preparing to react.

At the same time, 73% expect prices to rise over the next three months due to the conflict in Iran. 83% of those who expect price changes say they are worried about rising gas and fuel prices, followed by 73% concerned about grocery costs and 53% concerned about utilities. 

“Consumers don’t need to fully understand geopolitics to feel its impact — they see it every time they fill up their car or check out at the grocery store,” said Marty Bauer, ecommerce expert at Omnisend. 

“What’s striking is how quickly this uncertainty translates into action. People aren’t waiting for prices to rise further — they’re already cutting back, delaying purchases, and becoming far more selective about where they spend. For retailers, this means the next few months won’t just be about higher costs, but about earning every purchase from increasingly cautious shoppers.”

Almost half of consumers are cutting back on non-essentials, and a third started comparing prices before purchase

As price expectations rise, consumers are actively changing how they spend. The most common response is cutting non-essential spending, reported by 45% of shoppers. At the same time, 36% are looking for discounts, coupons, or promo codes, and 35% are comparing prices more often before making a purchase.

Around a third (28%) are also trading down and switching to cheaper or store brands.

Spending cuts are hitting discretionary categories first. 42% say they would cut dining out or takeaways, followed by 18% cutting travel and around 9% reducing spending on entertainment and fashion.

Essentials, however, remain protected. Groceries are the least likely category to be cut, with 37% saying they would avoid reducing food spending.

“Shoppers are becoming far more strategic with every dollar,” said Marty Bauer, ecommerce expert at Omnisend. “What we’re seeing isn’t panic — it’s prioritization. Consumers are protecting what they see as essential and quietly reshaping everything else, from trading down to cheaper brands to hunting for deals before they commit. For businesses, the challenge now is clear: if you’re not offering visible value, you’re likely to be the first thing customers cut.”

Half of Americans are stocking up because they expect the prices to keep rising

Consumers are not just cutting back — many are also moving purchases forward. Nearly 48% say they are more likely to buy items sooner because they expect prices to increase.

The most common categories for early purchases include:

• Pantry staples (58%)
• Household essentials (57%)
• Personal care products (49%)

This suggests growing concern about both price increases and potential supply disruptions.

What this means for retailers and ecommerce brands

• Focus on clear value, not just lower prices. As shoppers become more price-sensitive, brands should clearly communicate why their products are worth the cost — whether through quality, durability, or bundled offers.

• Expect softer demand in non-essential categories. With consumers cutting discretionary spending first, retailers in fashion, home, and lifestyle should prepare for slower conversion rates and adjust expectations.

• Use email and SMS to highlight timely offers. With nearly half of consumers buying earlier, brands can use email and SMS campaigns to reach shoppers at the right moment with relevant deals and reminders.

• Make comparison easy — or risk losing the sale. As more shoppers compare prices and options, clear product information, reviews, and competitive pricing are critical to stay in consideration.