One person picks out clothing in the store as retailers compete to attract shoppers and tries to do it on Black Friday, one of the busiest shopping days of the year, on November 24, 2023, Woodbury Common Primium Premium Outlets in Central Valley, New York, USA.
Vincent Alban | Reuters
Consumers who hope that tariffs won't reach their wallet will keep getting bad news.
As they have reported in recent weeks, several major retailers say they have raised some prices or planned to hike in the next few weeks to offset their responsibilities. They include major grocers and consumer product sellers Costco,,,,, Best Buy,,,,, Walmart and Target.
President Donald Trump's ever-changing trade policies shocked retailers as he tried to plan the supply chain. On the revenue call, they face a daunting task of trying to appease investors in hopes that their bottom line and can appease investors in price increases.
In some cases, the company is clear on the grounds that the estimated toll will be based on the bottom line and break down the countries on which its supply chains rely. The imminent arrival of other retailers avoids the term “tariff” and instead attributes strategies to shifts on “macroeconomic uncertainty” or rising prices, or simply refuses to point fingers toward fingers.
Many retailers have reduced or withdrawn full-year guidance due to tariffs. Abercrombie & Fitch and other companies, Macy's Department Store Best Buy cuts their profit prospects. Meanwhile, American Eagle, Canadian Goose, Rose Mattel offers year-round guidance.
After Trump imposed huge tariffs on dozens of countries in April, his administration temporarily lowered them (but still large). Imports from China face 30% of the responsibility, while goods from many other countries bear 10% of the responsibility. The Federal Trade Court faced many tariffs on Wednesday just to get them back to the appeals court, thus increasing the uncertainty facing retailers.
Economists on both sides of the aisle agreed that tariffs are inflationary and that costs may be passed on to consumers, although government data has not shown significant impact yet. A new survey by CEO Group and Alixpartners shows that 68% of most U.S. CEOs say they have either increased prices or are considering prices this year.
Here is a breakdown of what several major retailers say about plans to raise prices to mitigate the impact of tariffs.
Clients view personal health programs on display at the Costco branch in Niantic, Connecticut on April 18, 2025.
Robert Nickelsberg | Getty Images
Costco
Executives at the warehouse club retailer told investors Thursday that tariffs forced the company to adjust its supply chain and raise prices in some cases. CFO Gary Millerchip said Costco has absorbed tariffs on certain commodities and in other cases increased prices. For example, he said retailers will stabilize staples such as pineapples and staples such as pineapples from Central and South America. Meanwhile, it has increased the price of flowers in these areas because shoppers buy less frequently.
Best Buy
CEO Corie Barry said in a call with reporters that Best Buy has raised the price of some items to offset tariffs. The changes will take effect in mid-May. She declined to say which items were affected, saying the price hike was the "last method" for Best Buy.
Sharkninja
exist SharkninjaCEO Mark Barrocas said in his latest earnings call in May that the company has raised prices for several of its key products to cope with tariffs and will "continue to look for other opportunities." For example, he said the company recently raised the price of one of its Ninja espresso machines from $499 to $549 and saw "no degradation required." He said some price increases will continue, while others will be reversed, according to consumer reactions.
In a March interview, Barrocas told CNBC that almost all of the company's production will be moved out of China by the end of 2025.
Newell Brand
Executive Newell BrandGraco, a stroller company, as well as rubber maids, Yankee candles, paper companions and Sharpie, said the company said in its April 30 earnings call that the company's baby equipment price increased by about 20%. The company said it has the ability to handle Trump's tariffs unless he imports it again from China, because most of the baby gear he sells in the United States is sold in China.
On May 15, 2025, see fruits and vegetables at Walmart supermarket in Houston, Texas.
Ronaldo Schemidt | AFP | Getty Images
Walmart
Chief Financial Officer John David Rainey said in an interview with CNBC in early May that Walmart shoppers could see higher prices in late May and June and rise due to tariffs. Executives have not specified how much Walmart customers can pay in the company’s recent earnings, but CEO Doug McMillon said the items that could be affected are toys, electronics and some grocery stores, including bananas, avocados, coffee, coffee and roses.
A shopper walked past Nike stores and global markets swept the Prussian Kings shopping mall in Prussia, Pennsylvania, U.S. President Donald Trump decided to impose import tariffs on dozens of countries.
Rachel Wisniewski | Reuters
Nike
last week, Nike It said it will increase the prices of various products from June 1 to June 1. Nike clothing and adult equipment will cost between $2 and $10, someone familiar with the matter told CNBC earlier, while footwear will have a rate increase between $5 and $10, depending on the price point. The company did not disclose whether the decision was related to the tariffs, although it faced 30% and 10% responsibilities for footwear in China and Vietnam, respectively.
People shop on April 2, 2025 at a Target store near Flatbush in Brooklyn Borough of New York City.
Michael San Diego | Getty Images
Target
Chief Business Officer Rick Gomez said in his latest earnings call in May that the goal would raise the price of certain products to offset tariff costs. CEO Brian Cornell added that the price change is the "up to date" the company is trying to mitigate the impact of its duties. When asked about the company's price increase plan or if the price has been raised, he declined to provide details.
“We are constantly adjusting our pricing,” Cornell said. “Some people are going up, some will decrease, but it’s a constant effort that happens every day.”
Mattel
Barbie parents Mattel It said it would raise the price of some U.S. products “when necessary” to offset the tax. CEO Ynon Kreiz said in May on CNBC’s “Squawk Box” that the company plans to source less than 40% of its products from China from the end of the year to the end of the year, compared with less than 25% of its products in the next two years.
Macy's Department Store
Macy's CEO Tony Spring said in an interview with CNBC that retailers will hike certain prices and stop carrying other items to offset the blow of tariffs. He said the company will undergo a price adjustment for "surgery".
Ralph Lauren
Executives continue Ralph Lauren's May's earnings call said the company is taking "selective pricing actions and strategic discount reductions" to help manage tariff impacts. Chief Financial Officer Justin Picicci said Ralph Lauren is “evaluating other pricing actions in the fall and next spring” to reduce tariffs. This is above the “active pricing” of the company already plans to fall in North America and Asia. Executives said none of the country accounts for more than 20% of the brand’s production, and most countries, including China, make up a percentage of the unit figure.
VF Corp
CEO Bracken Darrell said in May revenue VF CorpBrands including North Face, Vans, Timberland and Dickies will be "very strategic" in pricing in response to tariffs. Chief Financial Officer Paul Vogel added that the company's plans to offset the impact of tariffs include cost management, procurement relocation and "pricing measures." Vogel
People buy wood on April 10, 2025 from a home warehouse store in Alhambra, California.
Frederick J. Brown | AFP | Getty Images
Home Depot
last week, Home Depot When CFO Richard McPhail told CNBC in an interview, the company was leaving other retailers when it intended to “usually “generally “to maintain our current pricing levels in our current portfolio.” More than half of the company’s sales come from diversification of procurement from the U.S. Home Depot, he said, so no country outside the U.S. will account for more than 10% of retailers’ purchases by this time next year.