A Retail Reckoning Is Happening: Reflections From the CBIZ Retail and Consumer Products Symposium
By Daniella Platt, Consumer Behavior Advisor
hello@lookinggoodyaya.com
When the American consumer feels good, they shop. Despite the tidal wave of tariff confusion and global headwinds that left us off-balance, if you were to ask, “Which global fashion market is growing in importance?” the answer is the U.S. The idea of tariffs stirred the pot, sending ripple effects everywhere, from our skin care to jeans.
But do not let this stop you!
We tuned into the CBIZ Consumer Products and Retail Symposium in Los Angeles and one message was clear: Uncertainty happens, but do not cancel your orders. The American consumer loves to reward themselves.
What is happening? Manufacturers are mapping out multiple scenarios to adapt. And they’re also using this time of change to connect and build their community. It’s very simple in the playbook of building fans for life: The more you understand your customers and your target audience, the better positioned you’ll be to share their story, and yours.
And your story, your big idea—that is your big selling point. It’s what invites others to create, collaborate and grow with you. It’s what will push people to spend more on your products and services.
How can you plan? Here are few highlights.
The 12% threshold. Retail analyst Marshall Cohen of Circana revealed that U.S. consumers will absorb up to a 12% price hike without flinching. Your $100 jeans? Fine at $112. But push it to $120? Expect hesitation. This razor-thin margin pressures brands to communicate your story, your value and purpose like never before.
Consult, don’t cancel. Amid tariff waves, brands must stay strategic. Kreiger Worldwide advises consulting with a freight forwarder to discuss financing and warehousing solutions.
The production calendar for Holiday 2025 is beginning. Don’t pause too long and risk critical production windows. Production in June and July will have your products delivered on time for September and October. Miss it, and the joyful shelves in November will be filled with who knows what.
Focus on fundamentals. Tim Johnson, CFO of Buck Mason, emphasized staying calm and doubling down on timeless quality, not trends.
Entrepreneur Linda West struggled with eczema and skin problems, which led her to create Karuna, a skincare line for adults, now sold at Whole Foods. And after seeing tweens use the wrong products for their skin, she launched Avatara, known for a clean, mass-market face mask available at Target. When asked if she could reshore production, Linda explained that Korea has perfected the mask technology and raw material sourcing. She can move production to the U.S., but without the technology and ingredients needed, the change will not happen overnight. Is she pausing? No! The desire for skin care in the U.S. is pervasive, and a phenomenon beginning as early as age 8.
Be optimistic and focused. Look at the U.S. retail scene:
- Consumers are ready to replenish. Out with the old, in with the new. Pandemic-era purchases like TVs, phones and sweats are outdated.
- Generational crossover is real. Skin care for 8-year-olds. Pickleball for Boomers and Gen Z. Brands that understand cross-age trends will winn
- Ozempic. KFF’s May 2024 health tracking poll found that 1 in 8 Americans have experimented weight-loss medications. And when you feel good, you shop!
While there is a rollercoaster reacting to change, the new playbook for brands is:
- In the short term, stay calm, informed and nimble.
- Map out multiple “what-if” solutions.
- In the long run, love your community and deepen your relationship.
- Tell your story.
- Keep going forward.
The American consumer will always rise. This is the beginning of the next.
Consumer behavior expert Daniella Platt is obsessed with decoding what makes people tick (tok!) and shop. She consults with magazines and brands for sales, activations and storytelling, as well as faculty at LIM Fashion College. Find out “How To Create a Sustainable Apparel Line and Sell Like Crazy” at udemy.com/appareldaniella.
