The International Monetary Fund has released its World Economic Outlook that, in light of the Trump administration’s 10% tariff on all imports that went into effect April 5, predicts an anemic 1.8% growth rate for the United States. As recently as January, it had been 2.7%.

“For the United States,” research director Pierre-Olivier Gourinchas said, “the tariffs represent a supply shock that reduces productivity and output permanently, and increases prices temporarily.”

Odds are that most Americans weren’t tuned in for that announcement—but they didn’t need to be. In a recent Harris Poll, 72% of Americans, regardless of political affiliation, said they’re already worried about higher prices.

And while President Trump’s April 22 comment that tariffs imposed on Chinese imports “won’t be anywhere near that high”—meaning, not the 145% suggested after China imposed retaliatory tariffs of 125%—they also won’t be zero, and uncertainty persists.

Consumers bracing for a hit to their household budgets leave brands and retailers with their own anxieties. How will shoppers behave in the wake of price increases? What retailers will have an edge? And what can brands do to hold onto hitherto loyal customers?

Two recent surveys conducted by consumer and data insights firm Numerator and marketing technology platform Wunderkind suggest several behavioral trends that are likely to result. We’ve parsed a few ways that brands can respond to them.

1. Amazon’s grip might slacken

Wunderkind’s data shows 56% of consumers, regardless of age, are willing to wait longer to receive their purchases if it means money saved. That inclination could shave off some of the edge that Amazon, with its next-day delivery promises, has long lorded over other retailers.

“Not only are [consumers] willing to wait, but they are shopping for discounts—going beyond the marketplace and visiting more brand websites to understand where the best price is,” said Tim Glomb, Wunderkind’s vp of digital, content and AI. “Brands have a huge opportunity to play with price and sell direct[ly] from their websites.”

2. Be prepared to dangle the carrot

According to Numerator, nearly half of consumers (48%) look for sales and use coupons when they shop. In addition, 43% of the Wunderkind survey’s respondents said inflated prices will make them more likely to sign up for emails and texts from a brand if it means they’ll have access to better prices or earlier access to deals. (Coming in at 54%, Gen z shoppers are most open to this option.)

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