Tariffs Force Retailers to Fess Up About Why Things Cost More
The study identifies three broad personas: value-first shoppers, buy-American advocates, and the indifferent middle consumer. Nearly 4 in 10 consumers surveyed (39%) identify as value-first shoppers. These consumers are focused on price. They’re trading down, cutting nonessentials, and swapping name brands for generics. For them, tariffs are a cost burden, and that’s the end of … Read More