The demand side in particular can be tweaked by human factors, though. We have advertising because the level of demand isn't some fundamental cosmic constant of the universe like the speed of light.
"The price went up 10%, that must be the 10% tariffs" is something consumers will inherently understand… but it's not the case. The 10% is not on the on-the-shelf price; it's on the wholesale price the importer's charging. The $20 shirt at Old Navy is probably $4 (with $0.40 in tariffs added) for tariff purposes… but they'll add $2 to it anyways, because consumers will go "oh ok". There's a massive information asymmetry here.
The unpredictable nature of these specific tariffs is fairly unique, too. The rates change randomly, with zero warning, and how they're set isn't sensical. With ships across the ocean taking weeks, that's gonna chill the supply side as well.
We recently had a good article about the tariffs and the price of shoes here which had a good explanation for why the retail price goes up at the same rate as the tariff. Sorry I can't find and link it.
1. The average apparel retail store margin is nominally 50%, but half of that margin is given back to the consumer for their ubiquitous sales. So that $20 shirt costs the store $10, but the average selling price is actually $15. So if they directly pass through the 10% tariff, it adds $1 to the average $15 sale on that $20 shirt.
2. Increased prices reduce sales. Non-product costs are fairly fixed, so just passing through the tariffs will have a significant impact on store profitability. Retail stores are going bankrupt left and right in this Amazon age. They don't have the capacity to absorb increased costs, if they don't pass them on they'll just go bankrupt more quickly. So that $1 in tariffs turns into a $1.50 price increase.
Re: "You can get 2,000 calories for a couple bucks." Extraordinary claims require extraordinary evidence. Can you please let us know how can you get 2,000 calories for $2?
Rice bought in bulk can certainly be had for that price per calorie with some left over for a little protein. I don't recommend anyone follow such a diet though.
"You can see that the money runs out before the month is gone, you can see that people are buying smaller pack sizes at the end of the month," McMillon said.
They do need to eat, but they are eating less - and not by choice. They don't have the money to buy what they want to. No amount of advertising will fix that.
Apparently my country is technically capable of being self sufficient but people diet would have to change back to the 19th century if we were completely cut off (no coffee, tea, tomatoes, bananas, shiracha sauce).
"The price went up 10%, that must be the 10% tariffs" is something consumers will inherently understand… but it's not the case. The 10% is not on the on-the-shelf price; it's on the wholesale price the importer's charging. The $20 shirt at Old Navy is probably $4 (with $0.40 in tariffs added) for tariff purposes… but they'll add $2 to it anyways, because consumers will go "oh ok". There's a massive information asymmetry here.
The unpredictable nature of these specific tariffs is fairly unique, too. The rates change randomly, with zero warning, and how they're set isn't sensical. With ships across the ocean taking weeks, that's gonna chill the supply side as well.