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Quick Take on Tariffs: Key Retail Trends and Consumer Behaviors Uncovered

Marshal Cohen

Chief Retail Advisor

From shifts in price sensitivity to changing purchasing priorities, the effects of tariffs are shaping the way consumers shop...

  • Writer: Marshal Cohen
    Marshal Cohen
  • Jul 1
  • 1 min read

Updated: Jul 3

Marshal Cohen, Chief Retail Advisor at Circana, offers valuable insights into the evolving retail landscape in a new video now available on our site. Drawing upon his extensive expertise, Marshal explores how tariffs are impacting consumer behavior and retail trends across industries.

How Are Tariffs Impacting The Retail Industry?

From shifts in price sensitivity to changing purchasing priorities, the effects of tariffs are shaping the way consumers shop. Marshal discusses key patterns, including:


  • Consumer Trade-Offs: How rising prices are leading to prioritization of purchases, store-brand adoption, or skipping purchases altogether.

  • Seasonal Impacts: Insights into how the back-to-school season may be affected, particularly in categories like apparel, accessories, and household goods.

  • Strategic Retail Responses: How retailers are adjusting pricing strategies to balance costs and maintain customer loyalty.

 

Understand How Tariffs Will Impact Consumer Demand & Spending with Circana's Tariff Insights

Understanding these trends is crucial for anticipating shifts in consumer demand and aligning business strategies accordingly. Marshal's expert analysis provides data-driven perspectives to help brands and retailers adapt and grow in today’s dynamic environment.

 

Get Quick Insights From Circana's Industry Experts

Get the story from Marshal Cohen and gain insights to guide your decisions.



About the author

Marshal Cohen is a nationally known expert on consumer behavior and the retail industry. He has followed retail trends for more than 30 years at Circana (formerly The NPD Group) and as the head of leading fashion and apparel manufacturers and major retailers.


As part of his work at Circana, Marshal leads many top firms in long-range and strategic planning sessions. He often utilizes motivational presentations to help launch corporate goals and kick-off meetings. Marshal is the author of two books, “Why Customers Do What They Do” (2006) and “Buy Me! How to Get Customers to Choose Your Products and Ignore the Rest” (2010).


In addition to his duties at Circana, Marshal is a member of several boards of directors and was appointed to the Cotton Board and American Apparel and Footwear Association (AAFA). He is also a guest professor at North Carolina State University’s Wilson College of Textiles, where he introduces students and faculty to techniques for analyzing and applying data. Marshal has been a guest lecturer at the Wharton School of Business, the Fashion Institute of Technology, and Savannah College of Art and Design. He has also twice been named to the Footwear News Power 100 list.


Marshal is a regular contributor to many major media outlets. He is frequently quoted in publications like The Wall Street Journal, The New York Times, and Women’s Wear Daily. Additionally, he appears on various television news programs, including “Today,” “Good Morning America,” and “CBS Sunday Morning,” and he has been a regular guest on Bloomberg TV and Radio. He is also a sought-after speaker at key industry events such as MAGIC, The Fairchild CEO Summits, The National Retail Federation’s (NRF) Annual Convention, and The American Apparel and Footwear Association’s (AAFA) Annual Executive Summit. Marshal was the only industry expert who appeared in the documentary, “God Save my Shoes,” produced by Caid Productions.


Marshal has held a variety of positions analyzing and interpreting Circana’s uniquely combined consumer and point-of-sale tracking services for the apparel, footwear, accessories, and sports industries. His career began in the training program at Bloomingdale’s, where he worked his way up to merchandise manager. From there, he became president of WilliWear and subsequently president of Stanley Blacker. He was also founder, owner, and president of Motive Marketing Group.


To reach Marshal Cohen for commentary, please email janine.marshall@circana.com.


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