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In our latest update to the Word of Mouth Index in partnership with Fairing, the consumer electronics category garnered the greatest share of WOM responses, bucking the category’s prior peaks in April. Historically, we have seen a downward trend this time of year despite the annual marketing campaigns touting “Tax Day” deals and sales in the U.S.
This year, the mainstream media has published more think pieces about how tariffs will impact the price of electronics, from laptops to gaming systems. Intensifying media narratives, coupled with the Trump administration's regulatory flip-flopping, have made “BUY NOW” the major takeaway, urging consumers to push up these discretionary purchases before the standard peak sales periods of back-to-school and holiday.
We will continue to monitor WOM fluctuations, especially as retailers representing the category share their quarterly earnings reports. Walmart was transparent about how tariffs would impact customers, noting that while they’re attempting to keep the price of everyday purchases like groceries down, electronics will likely see price hikes. But of all retailers, we’ll be keeping our closest watch on Best Buy, which only hinted at tariffs in its March earnings report.
