Find Out Now surveyed 1,412 GB adults on the 2nd April to produce a filtered sample of 1,011, nationally representative by age, gender, region and 2024 GE. Data tables can be found here.

The headline results can be found below. In summary, most people had heard of the incoming tariffs, with a majority in favour of the UK government taking retaliatory action, and strong support for prioritizing the EU in future trade negotiations. However, there was less consensus on how tarrifs would impact people’s household finances, there were large ‘Don’t know’ or ‘Not sure’ scores for every question, and a majority still thought it important to maintain strong trade relations with the US.

Q1. “How much do you know about the announcement of a 20% tariff on all goods entering the USA?”

• Know lots of details: 7%
• Know some details: 38%
• Aware but know no details: 31%
• Never heard of it: 25%

Q2. “Do you think this will have an impact on your household finances?”

• Yes: 34%
• No: 21%
• Not sure: 46%

Q3. “Do you support or oppose retaliatory tariffs by the UK Government on US goods?”

• Strongly support: 26%
• Somewhat support: 27%
• Somewhat oppose: 9%
• Strongly oppose: 5%
• Unsure: 33%

Q4. “What do you think the UK Government should do in response to the implementation of tariffs?”
(Sorted by highest ‘Should do this’ percentage.)

1. Seek to negotiate closer deals with other markets (e.g. EU, India)
   • Should do this: 65%
   • Should not do this: 5%
   • Don’t know: 30%
2. Seek to negotiate a trade deal with the USA to reduce tariffs
   • Should do this: 58%
   • Should not do this: 10%
   • Don’t know: 33%
3. Impose similar tariffs on US goods
   • Should do this: 51%
   • Should not do this: 12%
   • Don’t know: 37%
4. Provide direct support for UK businesses impacted
   • Should do this: 50%
   • Should not do this: 10%
   • Don’t know: 41%
5. Impose other restrictions on US companies
   • Should do this: 38%
   • Should not do this: 19%
   • Don’t know: 43%
6. Take no immediate action; just monitor the situation
   • Should do this: 15%
   • Should not do this: 43%
   • Don’t know: 42%

Q5. “In the long term, which regions or countries should the UK prioritize for future trade negotiations?”
(Sorted by highest percentage)

1. The European Union (EU): 56%
2. Asia-Pacific (e.g. Japan, South Korea): 33%
3. North America (excluding USA): 32%
4. India: 25%
5. China: 21%
6. South America: 19%
7. Africa: 17%
8. The United States (USA): 16%

• Don’t know: 35%

Q6. “How important is it for the UK to maintain strong trade relations with the US, even if they apply tariffs on UK goods?”

• Very important: 21%
• Somewhat important: 35%
• Not that important: 14%
• Not at all important: 4%
• Don’t know: 26%

Q7. “Do you believe the new US tariffs will lead to changes in the cost of everyday goods and services in the UK?”

• Yes, prices will go up significantly: 28%
• Prices may go up slightly: 38%
• No significant change in prices: 4%
• Don’t know: 30%