Home Depot Bucks Trend, Holds Prices Firm Amidst Tariff Debate, Contradicting Competitors
Major retailers like Walmart, Target, and Best Buy have indicated they may increase prices on everyday items, citing new tariffs as the reason. However, we’ve found that not all major companies are adopting this approach. Home Depot executives have stated they do not anticipate any major price changes over the next 12 months, offering a significant contrast to warnings from other large chains. This stance emerges as executives from major brands reportedly upset President Donald Trump with their announcements regardprice hikes, despite Trump campaigning on lowering prices in the 2024 election. Trump has specifically criticized Walmart and Amazon after they suggested his policies would lead to higher consumer costs.
The justification that tariffs necessitate price increases is being called into question. There is a substantial amount of product already in warehouses that can be sold at appropriate prices. For example, while Target reportedly attempted to charge $20 for a USBC cable, blaming tariffs, numerous options are available on platforms like Amazon for under $10. The market is expected to correct such discrepancies.
Furthermore, the argument that tariffs force companies to raise prices is described as false. Companies have alternative sources for goods and can procure items from countries not subject to high tariffs. It’s also noted that China and America have agreed to a pause on significant tariff increases. President Trump has urged companies via social media to absorb tariff costs. While companies argue they must protect profits for shareholders, the notion that relying on international trade deals means inevitable major layoffs if costs aren’t passed on is disputed as untrue. Instead, the decision to pass costs is suggested as a choice to signal to shareholders. Despite making billions in profits, even a reduction would not necessarily jeopardize their status.
While it’s acknowledged that produce sourced overseas might be heavily impacted due to already low margins, and general merchandise, home products, and electronics are also reliant on overseas production and could face impacts, the claim that companies have “no choice” but to increase prices and cannot source from other nations is challenged. It is argued that numerous countries are capable of manufacturing goods if tariffs affect supply from places like China or Taiwan. Countries such as India, Honduras, Taiwan, and South Korea, which produce goods at lower costs, can shift production. Additionally, American companies could potentially increase domestic production to fill the gap without needing to compete against labor costs in some foreign markets.
Home Depot’s strategy seems to avoid widespread price increases due to two key factors: the company already has deep US product sourcing and is anticipating President Trump will extend the pause on higher tariffs. The company aims for no single country outside the United States to represent more than 10% of their purchases within 12 months. Home Depot intends to largely maintain its current pricing levels and will begin reducing the number of products sourced from abroad. Having already decreased sourcing from China in recent years, with less than half of its products coming from outside North America, this strategy appears successful, as the company reported significant net sales exceeding expectations in a recent quarter. This performance contrasts with other major brands that have withdrawn their financial forecasts.
Despite Home Depot’s success and stance on pricing, its founder, Ken Lagon, has been critical of Trump’s tariff policies, suggesting the President was “poorly advised”. However, the rationale behind Trump’s specific tariff percentages is seen by some as a negotiation tactic, not a fixed mathematical formula.
There is pressure on retailers to absorb tariff costs. It is suggested that if even a couple of retailers shift to sourcing American-made products and refuse to pass costs to consumers, others will be compelled to follow suit. Target recently revised its financial forecast downwards but had initially downplayed the impact of tariff-related price hikes. However, following Home Depot’s announcement that it doesn’t plan broad price increases due to tariffs (though acknowledging some potential item-specific changes or removal of products), Target appears to be reconsidering its approach, potentially opting to absorb costs.
The market can correct itself if consumers are resilient and seek alternatives when prices are inflated unnecessarily, such as the example of overpriced USB cables. While Walmart, Mattel, and briefly Amazon have faced criticism from the President’s administration, Home Depot and Target have seemingly avoided such direct conflict so far. Although Trump asserts foreign countries pay tariffs, the tariff bills are initially received by US businesses when importing goods. These businesses have the option to renegotiate terms with suppliers or find sources in different countries.
Walmart has recently responded to the situation, stating they always strive to keep prices low and will continue to do so as long as possible, citing the reality of small retail margins. This response is interpreted by some as a concession, suggesting Walmart is yielding to market pressure because customers have alternatives and capitalism is functioning. It is believed that Walmart, Target, and Amazon will ultimately absorb these costs, given their substantial profits, as long as consumers remain firm and utilize other options.
