Trump Tariffs Spur Early Back-to-School Sales, Pre-Tariff Marketing Promotions Gain in Popularity

The wide-ranging tariffs initiated by President Donald Trump have continued to capture headlines and consumer interest for months. Now, according to a report from Modern Retail, outlet mall owner and operator Tanger is making a move in response.

In an interview with the outlet, Tanger CEO Stephen Yalof indicated that the company would be launching its back-to-school marketing campaign two months earlier than usual, urging parents and grandparents to kick off a “Summer of Savings” starting June 1.

The motivation for this pivot? The ongoing tariff situation. Tanger and its team are betting on the notion that American consumers with kids headed back to class at the end of the summer could be motivated to start buying supplies earlier than the usual late-July, early-August time frame.

“I don’t think anybody knows how to navigate [the tariffs]. One thing they can be sure of is: If they can make decisions early and shop early, then they can take advantage of getting the products they want at the price they want,” Yalof said.

Last year Tanger went on an ad blitz at the end of July, but this year it is slated to leverage its mailing list (one host to 10 million recipients belonging to its TangerClub loyalty program) in the immediate future — messages dripping with concisely delivered urgency, such as “shop back-to-school now” and “summer is the season for savings, shop back-to-school” being front and center.

“If the customer is uncertain about the impact tariffs will have on their choice of merchandise or the inventory, or whether or not the shelves will be stocked at the back end [of the summer], we’re reminding them: ‘You have a better shot at getting the things you want if you shop early,’ much like we did in November,” Yalof said.

“You always want your customers to shop sooner and shop often,” he added.

Modern Retail’s Mitchell Parton quoted Beth Goldstein, an accessories and footwear analyst for Circana, as believing that although Tanger likely won’t be alone in making this pitch, and that retailers were already pushing for back-to-school shoppers to spend earlier each year, a lack of discretionary income could act as a headwind.

“We find that parents still tend to wait until the couple of weeks before school starts to buy what they need for their kids to start school,” Goldstein stated, adding that in June many parents are typically more preoccupied with “thinking about what they need for summer activities.”

Fashion Nova, Bare Necessities, Beis Push for Pre-Tariff Sales Spree

Tanger isn’t alone in priming the pump for U.S. consumers to spend ahead of the price increases threatened by ongoing tariffs, as NBC DFW detailed.

Retailers like Fashion Nova, Bare Necessities, and Beis are pushing their own slants on so-called pre-tariff sales, with some doing so in comedic, tongue-in-cheek fashion.

“Tariffs? No clue. A good deal? We got you. Save up to 30% before prices shift,” Bare Necessities wrote in a text message ad delivered to customers. “We didn’t know how to spell tariff last week, but we do know this: up to 30% off is a good idea!” a second message read.

“Let’s skip the corporate-speak: This tariff situation is a complete dumpster fire, and we’re all getting burned. Here’s the situation: Costs are up, and unfortunately, our prices will have to follow suit,” Beis wrote in a letter to customers, adding that it had been “financially traumatized.”

Buried within the missive was the ask: “If you’ve been eyeing something, now might be a good time to make your move, as current pricing remains in effect — for now.”