Faced with the prospect of the US government imposing higher trade tariffs, European consumers are rethinking what they buy. This column explores how European consumers are reacting to the 2025 US tariff hikes and the reasons behind their responses. European consumers are very willing to switch away from US products, and the more they earn, the more likely they are to switch. Higher-income households appear to be motivated more by preference than by price. Geopolitics and trade wars may induce