The Tides Turned in April
Sales Were Up Year-over-Year, But Retailers are Stressed to the Max!
By Erica Kirkland
If there’s one thing this issue underscores, it’s the importance of staying grounded in what’s actually happening at store level.
In recent weeks, my inbox has seen quite a few vendor emails highlighting their made-in-America status, some emphasizing price stability, others pointing to domestic production as a strength. I was surprised by the ‘tone’ of these messages because they didn’t reflect the reality of the marketplace, and this month’s feedback from our reporting panel confirmed that disconnect.
Most store owners are not shifting to U.S.-made goods, and many don’t see it as a realistic option. Why? Because retailers aren’t buying based on origin — they’re curating based on fit. Their aesthetic. Their customer. Just because something is made here doesn’t mean it belongs on their shelves.
Assortments are built over years, not patched together in response to a crisis. That truth sits at the core of our coverage this month, as tariffs, rising costs and shifting vendor strategies continue to ripple through the channel.
Despite the pressure, many store owners are finding ways to adapt. While 47 percent of reporting stores say customer counts are down, 36 percent have managed to increase their average sale. That speaks to strong merchandising, smarter promotions and a willingness to shift focus without compromising brand.
We also tackle the operational side in depth - from burnout and scheduling challenges to strategies for delegation, time batching and outsourcing. Our expert Q&A with Retail Mavens’ Cathy Wagner offers a timely reminder that inventory, not foot traffic, is often the most powerful lever a store owner has.
And if you need a reminder of why this work still matters, turn to our feature on Barefoot Stitches and Gifts. Built on personalization, joy and connection, it’s a story that speaks to what sets independent retail apart.
xoxo
Erica Kirkland
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