Retailers love any excuse to have a sale, don’t they? It doesn’t matter if it’s for the holiday season, a random Federal holiday, or a Hallmark holiday, if there’s a chance to put up a “20% OFF” sign and call it an event, you can bet someone’s doing it.

Not long ago, I started seeing a brand new kind of sale: “Pre-tariff.” The first time I saw an ad for a pre-tariff sale, I rolled my eyes. I also recognized it as a sign of the times.

Since then, the term “pre-tariff sale” has slowly faded away, but many brands big and small have seen the value in them, and are running their sales for as long as they can.

We are now in the twilight zone of pre-tariff messaging. Many tariffs have gone into effect (like the 10% baseline tariff), but more targeted or reciprocal tariffs are still in negotiation or temporarily paused until July 2025. That gives small business owners a legitimate reason to use pre-tariff pricing as a marketing hook.

I recently asked some small business retailers why they dropped the term “pre-tariff”. Most of them were worried about the term becoming overly political. Others said their customers think of the word “tariff” as a 4-letter word. A negative connotation exists now, and many retailers are shifting their messaging accordingly.

The tariff situation will not be settled for awhile yet. There is still time for many small businesses to take advantage of a sale. Just make sure it’s right for your business before you commit.

In today’s newsletter, we’ll discuss the following:

• In A Main Street Minute: This week, we’re talking about the experiences small business owners have had with tariffs, how to navigate tariffs, and some economic data. Also, I found a program about uncertainty that may help you.

• Key Psychological Drivers Behind Pre-Tariff Sales: People often forget how important psychology is to any sale. I give you some pointers and a case study.

• Pre-Tariff Sale Strategies: There are some things I think you should take into consideration. You’ll walk away knowing if a pre-tariff sale is right for you.

• Spotlight on the 4 P’s: We’re talking about Promotion this week. I’m giving you promotional ideas for a pre-tariff sale, should you decide to have one.

IN A MAIN STREET MINUTE

• Interviews With Small Business Owners About Tariffs: Forbes writer Rieva Lesonsky interviewed some small business owners about their experiences with tariffs. They offer some good advice. Read it to see how others are coping.

• Navigating Tariffs With Strategy: Some additional information and advice for those who need it.

• Recent economic data indicates that US retail sales experienced a significant surge in March 2025, increasing by 1.7%, as consumers accelerated purchases ahead of anticipated tariff implementations. But the momentum did not sustain, as April saw a sharp deceleration in retail sales growth to just 0.1%. Take this into consideration if you decide to have a sale. Are your customers done shopping for awhile? Ask them to find out.

• Did you know May isn’t just Small Business Month, but also Mental Health Awareness Month? Economic uncertainty can cause small business owners major anxiety and compromise mental health. The US Chamber of Commerce is offering a Masterclass in Navigating Uncertainty on June 5th. Visit the site for registration details.

• US consumer sentiment slumps, many expect inflation: The University of Michigan’s consumer sentiment index dropped to 50.8 this month, the lowest since June 2022, from a final reading of 52.2 in April. Economists expect this number to rise. Consumer sentiment drops to a nearly three-year low in May. Inflation expectations soar due to tariff. Stay informed, so you can adjust your business as needed.

KEY PSYCHOLOGICAL DRIVERS BEHIND PRE-TARIFF SALES

Pre-tariff sales represent a fascinating intersection of consumer behavior, marketing strategy, and economic anticipation.

Retailers have leveraged several psychological principles to encourage purchases before anticipated price hikes due to tariffs.

Here are some key considerations to keep in mind if you want to have your own pre-tariff sale. Keep in mind, you don’t need to include each consideration into your sale:

• Loss Aversion & Urgency: Consumers are more motivated to avoid losses than to achieve equivalent gains. Pre-tariff sales tap into this by framing purchases as a way to avoid future price increases, creating a sense of urgency.

• Price Anchoring: Retailers often present the current price as a “limited-time offer,” anchoring the consumer’s perception of value and making future prices seem less attractive.

• Scarcity & Anticipated Regret: Highlighting limited stock or time-sensitive deals plays on the fear of missing out (FOMO), prompting quicker purchasing decisions.

• Perceived Fairness & Transparency: By communicating upcoming price increases due to tariffs, retailers position themselves as transparent and customer-centric, which can build trust and encourage purchases.

Case Study: Bare Necessities’ Pre-Tariff Sale Strategy

Company Overview: Bare Necessities is an online retailer specializing in intimate apparel, offering a wide range of products to consumers across the United States.

The Challenge: In anticipation of upcoming tariffs that would increase the cost of imported goods, Bare Necessities faced the dilemma of potential price hikes that could deter customers and affect sales volume.

Strategy Implemented: To proactively address this challenge, Bare Necessities launched a pre-tariff sale, offering up to 30% discounts on select products. The promotional messaging was crafted to emphasize the impending price increases due to tariffs, thereby creating a sense of urgency among consumers. A notable example of their messaging was: “Tariffs? No clue. A good deal? We got you. Save up to 30% before prices shift.”

Psychological Principles Leveraged:

Loss Aversion: By highlighting that prices would soon rise due to tariffs, the company tapped into consumers’ natural tendency to prefer avoiding losses over acquiring equivalent gains.

Urgency and Scarcity: The time-sensitive nature of the sale encouraged immediate action, leveraging the fear of missing out (FOMO) to drive purchases.

The Outcome: At the time of this writing, Bare Necessities is still promoting a 30% off sale, and will run it through summer (date not specified - the brand won’t commit to an end date because they don’t know when things will settle, which aligns with what I’ve seen many small businesses doing). The timing does roughly align with Trump’s ever-changing tariff timeline.

They have transitioned away from the tariff messaging at this time.

While specific sales figures were not publicly disclosed, the strategic use of pre-tariff sales allowed Bare Necessities to maintain customer engagement and drive sales ahead of the anticipated price increases. This approach not only helped in clearing inventory, but also in strengthening customer relationships by offering value during uncertain economic times.

For more information about the Bare Necessities pre-tariff sale, visit this link from Forbes.

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To Pre-Tariff Sale, or Not To Pre-Tariff Sale

The decision to have a pre-tariff sale comes along with some risk. Remember, many small business owners have already had their sales…and many are continuing them for the foreseeable future because they had enough success to justify doing so.

No matter what you do, I want to make sure you run your numbers accordingly. If you look at your numbers and they don’t make sense for a sale, then don’t have one.

Here’s a chart I made to help you determine if you should hold inventory or sell now:

Smart Strategy: Hedge Your Bets

Does it make sense for you to meet in the middle by splitting inventory? You can sell some items now, and hold some for later.

Raising prices gradually to test customer response is another option. I noticed the owner of a hair salon implementing this strategy recently on social media with hair products, and she was getting positive feedback in the comments. She made extra sure to be fully transparent to her customers about when the next price increase would happen.

But whatever you do, you must communicate clearly with your customers about pricing changes.

SPOTLIGHT ON THE 4 P’S: PROMOTION 📣

This week, we’re talking about pre-tariff sales ideas.

If you run your numbers and decide it’s a wise move to have a sale, here are some strategies to get you started. I do urge you use strategic wording - omit the word “tariff” from any messaging, as it now does have a political or negative connotation to it. There are ways of getting the message across without using that word.

Create an “Act Now” Narrative:

Examples:

• “Prices are changing soon, shop today’s prices now!”

• “Get ahead of the upcoming price adjustments!”

• “Secure today’s price, we’ll ship later”

• “Planning ahead pays off - order now, save later!”

Use Tiered Discounts to Encourage Larger Orders

Examples:

• Reward customers for thinking ahead:

  • Buy 2, save 5%

  • Buy 5, save 10%

  • Buy 10, save 15%

• This helps both you and your customer prepare for what’s ahead.

Educate Customers with Calm, Honest Messaging

Transparency about your situation builds trust with your customers. Examples:

• “Our suppliers are adjusting costs - we’re giving you a heads-up and a chance to save.”

• “We believe in being proactive, not reactive. Here’s how you can benefit right now.”

Create “Smart Shopper” Value Bundles

Reinforce that this is a savvy financial move.

• “Shop the smart way: Save with value packs”

• “Plan now, pay less - Bundle & save before adjustments take effect”

Offer Loyalty Perks for Forward Planning

Provide early access to locked-in pricing for your VIPs or subscribers. Or offer a discount on updated pricing.

• “Insider Savings: Lock in your favorite products at today’s rates”

• “Thanks for being a loyal customer - Here’s first access to new pricing”

Invest in Paid Ads & Email to Drive the Message

Target your message around value, planning and smart timing. Only run paid ads for a short time to kick off the sale, and then to maintain as you see fit.

• “Savvy shoppers shop now”

• “A little foresight goes a long way - Save before updates kick in”

Plan for the Quiet After The Rush

Use the sales bump to prepare.

• Stock up cash flow now to offset future margin squeezes.

• Use post-sale lull to build deeper brand loyalty or test new products.

Final thoughts about pre-tariff sales:

If you do decide to have that sale, and later on you realized some or part of your messaging either confused your customer base or wasn’t accurate enough about your pricing changes, tell them. Be honest. Keep them in the loop.

It may seem like a lot of work, but your customers will appreciate your integrity. Additionally, your competition may not be doing the same, which gives you an opportunity to have an advantage over them.

And remember, omit the phrases “pre-tariff” or “tariff” from your messaging!