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Tariffs Reset Holiday Playbook: Retailers Tighten Assortments, Pull Forward Promotions

Wells Fargo says tariff pressures are steering retailers to lean assortments, early promotions, methodical pricing.

Overview

  • Wells Fargo’s State of the Supply Chain reports a pivot from spring front‑loading to cautious, selective ordering and inventory rationalization.
  • Shoppers should expect earlier September–October promotions designed to spread demand and reduce the risk of December stockouts.
  • Deals will be more targeted on tariff‑sensitive goods, with fewer big‑ticket rebates as retailers protect margins without broad price hikes.
  • Use of supply‑chain financing is up 10%–15% over the past 90 days, with sourcing shifting toward India, South Korea and Malaysia as China shipments stay flat.
  • Official data show June imports declined and the trade deficit narrowed to $86 billion, while large chains such as Walmart say they are absorbing most tariff costs and passing through roughly 4%–5%.