So much for a boycott! Europe continuing to buy US products

Alex Hämmerli

20/6/2025

Translation: Katherine Martin

Many people are talking about boycotting US products, but hardly anyone is actually doing it. Despite Trump hammering Europe with tariffs, consumers on the continent are continuing to buy products from across the pond – perhaps out of habit, lack of knowledge or loyalty to their favourite brands. Sales data published by Galaxus and Digitec reveals as much.

Are those calling for a boycott of US products all bark and no bite? Well, you could certainly sum it up that way. According to a representative survey commissioned by Galaxus, more than half of Europeans want to steer clear of US products and services. The reason? Import tariffs announced by Donald Trump at the beginning of April.

Sales data published by Galaxus and Digitec, however, tells a different story. US brands made up 17.5 per cent of sales in May, only slightly less than last year (18.3 per cent). «That’s not what a boycott looks like,» says Hendrik Blijdenstein, Chief Commercial Officer at Digitec Galaxus.

This lack of resistance isn’t down to particular demographic groups either. While older people and men are most likely to be cutting their consumption of products from across the Atlantic, the demographic differences are minimal.

The analysis was based on the location of brands’ headquarters, and not where their products are manufactured. Galaxus and Digitec sold products from almost 45,000 brands in 2024. This analysis focuses on the 1,000 best-selling brands of the past year.

Lack of knowledge beats conviction

So was Europe’s talk of a boycott just hot air? «It looks that way, and I’m not surprised,» says Hendrik. He sees the main reason behind people’s hesitance to react to the tariffs as force of habit, coupled with a lack of knowledge about brands’ origins. «Most people are probably aware that Tesla, Barbie and Microsoft are US brands, but the list quickly cuts off after that.»

In fact, a lot of products seem to lack that «yee-haw» factor at first glance. The soap brand Le Petit Marseillais, for example, belongs to the US conglomerate Johnson & Johnson. Revenue generated by Milka chocolate flows into the coffers of Chicago-based Mondelez, while Meister Proper (or Mister Clean, as it’s known in the English-speaking world) is part of Cincinnati-based Procter & Gamble’s product portfolio. «If you really wanted to avoid US products, you’d have to research their origins and the corporate structure of the brand. Hardly anyone does that in day-to-day life,» says Hendrik.

Consumers unwilling to part with their most-loved brands

Another reason for people’s unwillingness to take part in a boycott is emotional attachment. For many consumers, brands such as Apple, Nike or Weber are embedded in their lifestyles. It’s a connection that goes deeper than political stances. «Apple enthusiasts won’t suddenly switch to a Dutch Fairphone just because Trump is imposing tariffs,» says Hendrik.

This considered, it looks as if habit is stronger than political conviction. However, another reason why people might be reluctant to join a boycott is that European alternatives can be expensive. In Galaxus’s representative survey, just nine out of 100 respondents said they’d «definitely» be willing to pay more for products and services originating from outside the US.

To sum up, customs policy alone isn’t enough to shake up consumer habits in Europe. However, the public debate could serve as an initial warning signal for US companies – especially if political tensions continue to rise.

What was your reaction to Trump’s hefty tariffs? Have you been avoiding US products since they were announced? Or have you carried on shopping as usual? Share your thoughts in the comments section!

Alex Hämmerli

Senior Public Relations Manager

Alex.Haemmerli@digitecgalaxus.ch

At Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.

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