Walmart, Ralph Lauren, Mattel... The number of American brands announcing price increases is growing

With the ongoing impact of Trump's tariff policy, the U.S. consumer market is facing an inevitable wave of price increases.

From Walmart to Ralph Lauren, from toy manufacturer Mattel to automotive brand Volvo, and to sports brands Nike and Adidas, many well-known companies have publicly announced or hinted at raising product prices to cope with tariff pressures. Although the government insists that the cost of tariffs is borne by foreign entities, the reality for businesses is starkly different—supply chains are under pressure, manufacturing costs are rising, and retailers are facing tight inventories.

Retail Giants Speak First: Walmart Announces Price Increase

According to Axios on May 26, Walmart officially announced in mid-May that it expects to raise prices due to Trump's tariff policy. CEO Doug McMillon candidly stated during the earnings call:

Given the reality of the retail industry's thin profit margins, we cannot fully absorb all the pressure.

Company CFO John David Rainey revealed that consumers may see price increases as early as the end of May.

This statement immediately provoked an angry response from Trump, who demanded that Walmart "stop trying to use tariffs as an excuse for price increases across the board." Treasury Secretary Janet Yellen also claimed on an NBC program that Walmart would actually "absorb some of the tariff costs."

Luxury Brands and Toy Industry Follow Suit

According to The Wall Street Journal, Ralph Lauren announced in May that it would raise prices more significantly than originally planned to offset the impact of tariffs. The brand had already planned to increase prices for the fall season, but now the increases for both the fall and the following spring will be further expanded.

Toy manufacturer Mattel has become a typical victim of the tariff policy. According to Bloomberg, about 80% of toys sold in the U.S. are produced in China. Mattel announced in early May that it would raise prices on some products sold in the U.S. and suspended its full-year financial guidance due to "fluctuations in the macroeconomic environment and the evolution of U.S. tariff situations."

Automotive Industry Under Pressure, Sports Brands Nike and Adidas Raise Prices

On May 23, Trump posted on Truth Social suggesting a 50% tariff on EU imports starting June 1. Volvo CEO Håkan Samuelsson told Reuters that if implemented, customers would have to bear a significant portion of the increased costs related to tariffs.

Subaru of America announced in mid-May that it would begin raising prices on several models, stating that this was a response to current market conditions. Ford also raised prices on three models produced in Mexico, with a spokesperson telling CNN that this was a "routine mid-year pricing adjustment combined with some tariffs we are facing."

Adidas CEO Bjørn Gulden stated in the first-quarter earnings announcement that higher tariffs would "eventually push up the costs of all products in the U.S. market."

Nike is reported to be adjusting prices starting June 1, although it did not explicitly mention tariffs, the timing coincides with the price increase trend among peers. Reports indicate that adult apparel prices will increase by $2-10, footwear priced at $100-150 will rise by $5, and shoes priced above $150 will see increases of up to $10