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MAY 15, 2025 |
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What category is China’s No. 1 export to the US? |
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A) Toys and games B) Plastics C) Machinery D) Electrical equipment E) Furniture |
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TOP STORY |
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The Trump administration’s evolving tariff policies are starting to hit home—impacting both the psyche and behaviors of businesses and consumers. |
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Consumers are showing clear signs of concern. Forty-six percent of consumers worry about rising fashion and clothing prices due to tariffs, and over half say they’re willing to switch brands based on price, per a mid-April survey by Wunderkind.
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Spending behavior is already shifting. Twenty-three percent of shoppers have started cutting back on nonessential purchases—even before most price increases have appeared on shelves. More ominously, 37% plan to reduce spending during the summer and holiday periods.
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Small businesses are growing more pessimistic. The NFIB Small Business Optimism Index fell 1.6 points in April, the second straight month below its 51-year average. The share of owners expecting better business conditions dropped 6 points from March, the lowest since last October.
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Business owners are bracing for headwinds. The net percentage expecting higher real sales volumes declined for the fourth consecutive month, down 4 points in April. The share planning to boost inventory investments fell 3 points to an 11-month low. |
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IN THE NEWS |
Urban Outfitters taps Nike for immersive retail experience aimed at Gen Z. By transforming stores into rotating, theme-driven discovery hubs, Urban Outfitters is borrowing from the playbook of digital content platforms: Keep it fresh, keep it visual, and keep the audience coming back. Read online |
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Other headlines: |
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Tariffs challenge Burberry’s turnaround. While early efforts to go “back to basics” showed promise, particularly among US consumers, those gains could quickly be wiped out by tariffs and macroeconomic volatility. Read online
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Drunk Elephant’s decline shows perils of relying too much on Gen Alpha consumers. Beauty brands have been understandably eager to capitalize on fierce demand from younger consumers. But Drunk Elephant’s struggles show that companies need to take a measured approach to the cohort. Read online
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US immigration crackdown sparks labor, sales concerns in hospitality and retail. A February poll from Clarify Capital found 1 in 5 business owners had lost workers due to deportations, immigration raids, or visa denials in the past year. Read online | | | |
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ANALYSIS |
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“A good campaign probably has a little bit of risk,” said “It’s Always Sunny In Philadelphia” star Charlie Day at this week’s OOH Media Con 25. “You’re much better off taking the risk and taking the swing on something that could be wildly successful.” |
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These risks, like e.l.f. Beauty’s iconic “So Many Dicks” campaign or “Abbot Elementary’s” larger-than-life diorama can make the difference between an unremarkable out-of-home (OOH) campaign and a memorable one. “A good billboard is a nice piece of art,” Day said. |
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