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Tesla, Nissan and the manufacturers of products as diverse as children's lunch boxes and luxury mattresses are among the companies urging buyers to make purchases before Donald Trump prices reach prices, while advertisers attack the fears of consumers that the White House trade policy soon reaches their wallets.
Potential buyers accessing Tesla.com in Canada are welcomed with a yellow banner at the top of the site: “Explore the pre-tariff inventory at prices during last supplies”.
Sézane, a Parisian clothing brand supported by investment capital groups such as General Atlantic, sent an email to American buyers by warning that because of prices, certain items “may no longer be available on our American site in the coming days”.
“If one of them is still in your mind, we recommend that you place your order soon to avoid missing,” according to an email targeted by the Financial Times.
Trump's trade war has hammered the world's stock markets and has caused inflation warnings and even a recession in the American economy. But for some companies, the crisis is an opportunity to sell more inventory.
It is a vulnerable moment for marketing specialists and advertisers while they are trying to attract Americans to shop even if consumer confidence in the United States has flowed at its lowest level since May 2020.
Adam Alter, professor of marketing at the Stern School of Business at New York University, said that these tactics are “a simple game of rarity, and it is the oldest thing in the book”.
“The difference here, I think, is that rarity often plays on softer human features, the desire not to miss something that others might have,” he added. “While in this case, the call is based on a certain very real, rational and limited concern: that prices will increase considerably and very soon.”
Omie, a Californian brand that sells Lunch boxes for Bento style children, said this month this month, buyers' prices would soon increase due to a “high increase” of import costs from China. But buyers could use the “Beforetariff” discount code to access only a week's prices.
Nissan's luxury car brand, Infiniti, has offered similar messages. “Invest in an Infiniti without new prices during the Once in a Printor event,” reads his American website.
A banner on the website of Mercedes-Benz In Calabasas, a rich district of Los Angeles, said: “No additional price. 100% without a price.” Mercedes is committed to absorb the costs of prices for its 2025 model cars.
Saatva, a high -end mattress seller, also told website visitors this week: “Do not wait: beat the increases.”
The data show that fears surrounding the prices may indeed have helped booster Retail sales in the United States in March.
“This is probably a very effective message,” said Brian Wieser, veteran advertising analyst and former WPP manager. “It is probably behind part of the retail sales growth that we saw in March. These figures were higher than what you expected otherwise. ”
Some global retailers, such as the Chinese electronic commerce TEMU, have chosen to pass tariff fees to consumers, adding costs to the online checkout.
But American companies that risk risking the president of the president, who was unleashed Tuesday after a report that it would display the prices' impact rates on its website.
The White House press secretary Karoline Leavitt criticized this decision as a “hostile and political act”. The company fell the proposal after Trump spoke with the founder of Amazon Jeff Bezos.
“Jeff Bezos was very nice,” Trump said on Tuesday. “He solved the problem very quickly”.
