Amid rising concerns over tariff-related price increases, retailers are strategically navigating communications with both investors and consumers. As reported by the Wall Street Journal (WSJ) on May 30, these retailers are keen to address the impact of higher costs without directly mentioning the dreaded phrase "price increases." Their approach aims to reassure investors that measures are being taken to mitigate these costs while simultaneously avoiding the alienation of shoppers.
To sidestep the negative connotation associated with price hikes, many retailers have opted for more subtle language. Instead of outright stating that they are raising prices, they are using terms like "adjusting" prices and making strategic decisions regarding promotions. Some have even described their actions as “flexing the pricing power” of their brands, thereby framing the situation in a more favorable light.
Retailers have also attempted to downplay the scale of the price increases by referring to them as “surgical” or applied “gently and sparingly.” This careful choice of words is designed to communicate to consumers that the adjustments are minimal and controlled, as detailed in the WSJ report.
This strategy marks a notable contrast to other retailers highlighted in an April report by Bloomberg. Some companies have taken a more forthright approach, openly acknowledging the effects of U.S. tariffs on their pricing. For instance, one retailer candidly informed customers that price increases were unavoidable due to tariffs. Another retailer went as far as to share a detailed comparison of product prices before and after the tariff implementation.
The April report also noted that various businesses were introducing new fees in response to these tariffs, often accompanied by a plea for understanding from their customers. For example, one retailer introduced a “Trump Liberation Tariff” to orders, emphasizing transparency in their pricing strategy, while another admitted that despite their reluctance, price increases were necessary due to circumstances beyond their control.
According to the PYMNTS Intelligence report titled “The Enterprise Reset: Navigating Tariffs, Supply Chain Shifts and Cost Pressures,” a staggering 90% of mid-sized firms in America anticipate material shortages or shipping delays stemming from the impact of tariffs. This expectation has triggered a significant overhaul of operational strategies across various industries as companies strive to adapt to these challenges.
In conclusion, as retailers navigate the complexities of tariff impacts, their communication strategies are critical. By choosing their words carefully, they aim to maintain customer trust while addressing the realities of rising costs. Whether through strategic price adjustments or transparent communication, the retail landscape is adapting to the ongoing challenges posed by U.S. tariffs.
