Tariff Wars Between China and the US Could Negatively Impact the Holiday Shopping Season

Many brands are considering moving their calendar up to avoid the dilemma

Two cargo ships facing off with blocks of shopping carts in the background.
The tariff war could have a negative impact on this year's holiday shopping. Illustration: Trent Joaquin; Source: Unsplash

The current tariff war between China and the U.S. has put the marketing industry in uncharted—if not unprecedented—waters. No one in our industry has ever had to navigate around a full-fledged trade war before. No longer something in the abstract that we all read about in textbooks, the exchange of tariffs that the Trump administration ignited has created a kind of disruption that marketers have not had to face in generations.

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@Stancoignard Stan Coignard is the CEO, Americas at S4M.