Tariffs and Retail: How Consumers Are Adapting to Rising Prices

Marshal Cohen

Jul 16, 2025

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Marshal Cohen, Chief Retail Advisor at Circana, shares his latest insights into the evolving retail landscape.

In a new video, Marshal explores the impact of tariffs on consumer behavior, highlighting key trends across industries like apparel, technology, and beauty.

What’s Driving Consumer Behavior Amid Tariff Impacts?

From price increases to shifting purchasing habits, tariffs are reshaping the way consumers shop. Marshall identifies several notable patterns, including:

Apparel Price Hikes: Categories like coats, jackets, and golf shirts are seeing higher prices, just as back-to-school shopping ramps up.
Tech Pullbacks: Rising costs in computers, notebooks, and TVs are leading to reduced consumer spending in these areas.
Beauty Price Sensitivity: Fragrances and body lotions are among the beauty products experiencing price increases, impacting consumer choices.

Retailers Respond with Aggressive Promotions

To counteract these challenges, retailers have been ramping up sales and promotions to engage consumers. But how effective have these strategies been? Next month, Marshall will dive into the data to reveal whether these efforts resonated with shoppers.

Stay Ahead with Circana’s Retail Insights

Understanding these trends is essential for navigating today’s dynamic retail environment. Marshall’s expert analysis provides actionable insights to help brands and retailers adapt to shifting consumer demands.

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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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