Retailers Warn Shoppers: Buy Now Before Tariffs Raise Prices

Retailers across the U.S. are rushing to drive purchases before steep tariffs hit consumers' wallets, turning President Trump’s trade war into a last-minute marketing play.

Private labels like Bare Necessities, Beis, Fashion Nova, and Knix are urging shoppers to act fast, warning of potential price hikes and product shortages. Some, like Bare Necessities, are holding “pre-tariff sales” with discounts of up to 30%, telling customers to “stock up before tariffs hit.”

“This tariff situation is a complete dumpster fire,” luggage brand Beis said in a candid customer letter, warning prices may soon rise — though it’s unclear by how much or when.

Retail analysts say the strategy is less about politics and more about survival. “Retailers are trying to shore up cash while they still can,” said Sonia Lapinsky of AlixPartners, warning of sharp demand declines in coming months.

While large chains like Target and Walmart can pivot sourcing globally, smaller brands face tighter margins and fewer options. For them, this early push to lock in sales may determine whether they stay afloat.

Shoppers with means are responding — retail data suggests a preemptive surge in spending, especially on big-ticket items, as consumers try to beat looming price increases.