French luxury group Hermès will raise its U.S. prices from the start of May in order to offset the impact of President Donald Trump’s tariffs, the company’s finance chief said Thursday.

The company — which earlier this week overtook rival LVMH as the world’s biggest luxury firm by market capitalization — is best-known for its Birkin and Kelly handbags, along with colorful scarves retailing for hundreds of dollars. Other products include jewelry, watches, shoes, perfume and make-up.

“The price increase that we’re going to implement will be just for the U.S. since it’s aimed at offsetting the tariffs that only apply to the American market, so there won’t be price increases in the other regions,” Eric du Halgouët, Hermès’ executive vice president for finance, said during an analyst call that followed the firm’s first-quarter results release on Thursday.

Hermès said prices will rise from May 1 and aim to “fully offset” the impact of the universal 10% tariff imposed by the White House in early April, rather than the 20% duties the European Union may face unless it can negotiate a new deal during Trump’s 90-day reprieve.

U.S. consumers are expected to contend with higher prices on a host of items, ranging from electronics and clothes to cars and houses, as the impact of tariffs bites.

In its first-quarter results, Hermès reported 11% sales growth in the Americas, which accounted for nearly 17% of its sales revenue in the first three months of the year.

First-quarter revenue growth came in at 7% on a constant currency basis overall, just shy of consensus expectations of an 8% to 9% increase, Deutsche Bank analysts said in a note. It also represented a slowdown from 17.6% growth in the fourth quarter of 2024.

The Deutsche Bank analysts said that the results were nonetheless “robust,” with weakness driven by watches and perfume sales, while Citi described them as “a respectable outcome.”

Hermès shares dipped 1.3% in Thursday morning deals, taking its value to 244.5 billion euros ($278.2 billion) — just shy of LVMH’s 245.7 billion euros — according to a CNBC calculation of LSEG data.

LVMH, controlled by France’s billionaire Arnault family, unsuccesfully tried to acquire Hermès a decade ago. Despite drawing level in market cap, Hermès’ annual revenue is less than a fifth that of sprawling LVMH, which owns luxury brands Louis Vuitton and Dior, alcohol business Moët Hennessy, U.S. jeweler Tiffany and beauty chain Sephora.

LVMH on Tuesday reported an unexpected decline in first quarter sales, flagging a fall in its dominant fashion and leather goods division.

Analysts have predicted the luxury sector will be less impacted by tariffs than other retailers due to their ability to pass on increased import costs to a high-spending clientele. However, they would encounter major headwinds from a broad pullback in consumer spending as a result of weaker global economic growth or recessionary fears.

Target CEO Brian Cornell will meet with the Rev. Al Sharpton this week in New York as the retailer faces calls for a boycott and a slowdown in foot traffic that began after it walked back key diversity, equity and inclusion programs, the civil rights leader told CNBC Wednesday.

The meeting, which Target asked for, comes after some civil rights groups urged consumers not to shop at Target in response to the retailer’s decision to cut back on DEI. While Sharpton has not yet called for a boycott of Target, he has supported efforts from others to stop shopping at the retailer’s stores.

“You can’t have an election come and all of a sudden, change your old positions,” said Sharpton. “If an election determines your commitment to fairness then fine, you have a right to withdraw from us, but then we have a right to withdraw from you.”

The civil rights leader said he would consider calling for a Target boycott if the company doesn’t confirm its commitment to the Black community and pledge to work with and invest in Black-owned businesses.

“I said, ‘If [Cornell] wants to have a candid meeting, we’ll meet,’” Sharpton said of the phone call Target made to his office. “I want to first hear what he has to say.”

A Target spokesman confirmed to CNBC that the company reached out to Sharpton for a meeting and that Cornell will talk to him in New York this week. The company declined further comment.

In January, Target said it would end its three-year DEI goals, no longer share company reports with external diversity-focused groups like the Human Rights Campaign’s Corporate Equity Index and end specific efforts to get more products from Black- and minority-owned businesses on its shelves. 

Just days after the announcement, foot traffic at Target stores started to slow down. Since the week of Jan. 27, Target’s foot traffic has declined for 10 straight weeks compared to the year-ago period, according to Placer.ai, an analytics firm that uses anonymized data from mobile devices to estimate overall visits to locations. Target traffic had been up weekly year over year before the week of Jan. 27.

The metric, which tallies visits to brick-and-mortar locations, does not capture sales in stores or online, but can indicate which retailers are drawing steadier business. While Target has been struggling to grow its sales for months as shoppers watch their spending, the stretch of declining visits came as some civil rights groups and social media users criticized the DEI decision and urged shoppers to spend their money elsewhere.

Target declined to comment on the figures, saying it doesn’t discuss third-party data.

At the convention earlier this month for his civil rights organization, the National Action Network, Sharpton said the group would call for a boycott of PepsiCo if the company didn’t agree to meet with the organization within 21 days. In February, the food and beverage company behind brands like Doritos and Mountain Dew announced it would end its DEI workforce representation goals and transition its chief DEI officer role into another position, among other changes.

This week, leaders from Pepsi met with Sharpton and his team. He did not confirm whether Pepsi made any commitments, but did say it was encouraging that Pepsi’s CEO Ramon Laguarta attended. He added that the two will continue their discussions.

Sharpton’s meetings with companies including PepsiCo and Target — and his openness to boycotts — mark one of the first meaningful efforts to push back against the war conservative activists like Robby Starbuck have waged on DEI. Starbuck, a movie director-turned-activist, has urged companies to drop DEI policies in part by sharing what he considers unflattering information about their initiatives with his social media followers. He has successfully pressured a wide range of corporate giants to rethink their programs.

With its decision to roll back DEI efforts, the cheap chic retailer Target joined Walmart, McDonald’s, Tractor Supply and a slew of others that scrapped at least some DEI initiatives as they grew concerned that the programs could alienate some customers or land them in the crosshairs of President Donald Trump, who has vowed to end every DEI program across the federal government.

Target’s decision contrasted with Costco, which shook off pressure from conservative activists to maintain its DEI programs. Shareholders of the membership-based wholesale club soundly rejected a proposal in late January that requested a report on the risks of DEI initiatives.

NAN has called for so-called “buy-cotts” at Costco, and has brought people to stores in Tennessee, New York and New Jersey. It gave them gift cards to shop with at the warehouse club.

In the month of March, Target’s store traffic declined 6.5%, while the metric rose 7.5% year over year at Costco, Placer.ai data show.

Target’s challenges run deeper than DEI backlash, and resistance to its policy change only added to its issues. The discounter’s annual revenue has been roughly flat for four years in a row as it’s struggled to drive consistent sales gains.

Margins have been under pressure, as consumers buy more of groceries and necessities and less of more profitable categories like home goods and clothing. And the company has pinned its problems on a laundry list of problems in recent years, including having the wrong inventory; losing money from theft, damaged goods and other types of inventory losses; backlash to its collection for Pride Month and pricier costs from rushing shipments.

Competition has grown fiercer too, as big-box rival Walmart has remodeled stores, launched new private brands and attracted more high-income shoppers.

In February, Target gave weak guidance for the first quarter and said it expected sales to grow 1% for the full year. 

In his meeting with Cornell, Sharpton said he will ask for Target to follow through on pledges it made after police killed George Floyd in the company’s hometown of Minneapolis.

“You made commitments based on the George Floyd movement … what changed?” said Sharpton. “Are you trying to say … everything’s fine now, because the election changed? That’s insulting to us.”

In the wake of Floyd’s murder, Cornell said the event moved him.

“That could have been one of my Target team members,” Cornell said in 2021 at an event hosted by the Economic Club of Chicago, recounting his thoughts as he watched the video of Floyd taking his final breaths.

At the time, he said it motivated him to step up Target’s efforts to fight racial inequities.

“We have to be the role models that drive change and our voice is important,” he said at the event. “We’ve got to make sure that we represent our company principles, our values, our company purpose on the issues that are important to our teams.”

OpenAI is in talks to pay about $3 billion to acquire Windsurf, an artificial intelligence tool for coding help, CNBC has confirmed.

Windsurf, formerly known as Codeium, competes with Cursor, another popular AI coding tool, as well as existing AI coding features from companies like Microsoft, Anthropic and OpenAI itself.

Bloomberg was first to report on the potential deal, which CNBC confirmed with a person familiar with the matter who asked to remain anonymous since the talks are ongoing.

OpenAI is rushing to stay ahead in the generative AI race, where competitors including Google, Anthropic and Elon Musk’s xAI are investing heavily and regularly rolling out new products. Late last month, OpenAI closed a $40 billion funding round, the largest on record for a private tech company, at a $300 billion valuation.

OpenAI on Wednesday released its latest AI models, o3 and o4-mini, which it said are capable of “thinking with images,” meaning they can understand and analyze a user’s sketches and diagrams, even if they’re low quality.

Should a deal take place with Windsurf, it would be by far OpenAI’s biggest acquisition. The company has made several smaller deals in the past, including the purchase last June of analytics database provider Rockset and video collaboration platform Multi. In 2023, OpenAI bought Global Illumination, which had been “leveraging AI to build creative tools, infrastructure, and digital experiences,” according to a blog post when the deal was announced. Terms weren’t disclosed for any of those transactions.

Windsurf is among the tools, alongside Cursor and Replit, that developers have flocked to in recent months to “vibe code,” a term that refers to having AI models quickly assemble code for new software. Andrej Karpathy, a former OpenAI co-founder, coined the term in a post on X in February. Earlier this month Microsoft, whose Visual Studio Code text editor is widely used among programmers, announced an Agent Mode feature with similar capability.

The startup’s investors include Founders Fund, General Catalyst, Greenoaks and Kleiner Perkins. TechCrunch reported in February that Windsurf was raising a funding round at a $2.85 billion valuation.

— CNBC’s Jordan Novet contributed to this report.

Chinese online retailer Temu, whose “Shop like a billionaire” marketing campaign made its way to last year’s Super Bowl, has dramatically slashed its online ad spending in the U.S. and seen its ranking in Apple’s App Store plunge following President Donald Trump’s sweeping tariffs on trade partners.

Temu, which is owned by Chinese e-commerce giant PDD Holdings, had been on an online advertising blitz in recent years in a bid to attract deal-hungry American shoppers to its site. With hefty spending on TV ads as well across Facebook, the company promoted clothing, jewelry, home goods and electronics at bargain basement prices.

The strategy was so effective that Temu topped Apple’s list of the most downloaded free apps in the U.S. for the past two years. Downloads of Temu on Apple’s App Store have fallen 62% in recent days, according to data from SimilarWeb, a digital data and analytics company. Ads for 50-cent eyebrow trimmers and $5 t-shirts that used to blanket Google search results and Facebook feeds have all but disappeared.

President Trump’s tariffs have upended Temu’s business model, along with its advertising strategy. Packages shipped from China are now subject to a tariff rate of 145%, while the de minimis provision, which allows shipments worth less than $800 to enter the country duty-free, is set to go away on May 2.

Temu and Shein, a fast-fashion marketplace with ties to China, plan to raise their prices in response to the tariffs. Both companies posted notices to their websites in recent days that warned they’ll be raising prices late next week.

“Due to recent changes in global trade rules and tariffs, our operating expenses have gone up,” Temu said on its site. “To keep offering the products you love without compromising on quality, we will be making price adjustments starting April 25, 2025.”

Sellers on Amazon’s third-party marketplace, many of whom source their products from China, have said they’re considering raising prices as they reckon with higher costs from the tariffs. Many businesses on TikTok Shop, the social media app’s marketplace, also count on Chinese manufacturers for their items.

Amazon launched a competitor to Temu last November, called Amazon Haul, which features items under $20 that are largely from China.

The Temu app is now No. 69 in a list of the top free apps in the U.S., after consistently ranking in the top 10, according to data from Sensor Tower. Shein is currently at 42, down from 15 last month. PDD’s shares that trade in the U.S. have plummeted 22% this month, compared to the Nasdaq’s 6% drop. Shein is privately held.

Rival Chinese retailers have subsequently risen to the top of the app store ranks, including Beijing-based wholesaler DHgate, which surged to the No. 2 top free iPhone app in the U.S., and Alibaba’s Taobao, which ranked No. 7. Bloomberg reported on Tuesday that viral videos promoting their cheap products have spurred the download frenzy.

A separate analysis by SimilarWeb showed Temu’s paid traffic, or search, display and social media advertising that drove visits to its website, has dropped 77% since April 11. Temu’s paid traffic previously outpaced nonpaid traffic to its website by 2 1/2 times, Ben Parkes, a consumer goods and retail analyst at Similarweb, said in an interview.

Marketing firm Tinuiti found that 20% of U.S. Google Shopping ad impressions were bought by Temu on April 5. A week later, that number had fallen to zero. By comparison, Shein’s impressions remained at 17% on April 12, while 60% of impressions were bought by Amazon.

Representatives from Temu and Shein didn’t immediately respond to requests for comment.

Temu was previously one of Meta’s largest advertisers, but it appears to have dramatically scaled back its spending on the platform. As of Wednesday, Temu is running six ads across Meta platforms in the U.S., a review of Meta’s ad library shows. Temu is running approximately 27,000 ads across Meta sites and apps globally, particularly in Europe and the U.K.

That could be troublesome for Meta’s advertising business, which has gotten a significant boost from the discount retailer. Advertising analyst Brian Wieser at Madison and Wall estimated that more than $7 billion of Meta’s $132 billion in ad revenue in 2023 came from China. Meta is scheduled to report first-quarter results on April 30.

E-commerce analyst Juozas Kaziukenas said he expects Temu to turn its ads back on in the U.S. at some point, but that the company appears to be shifting its dollars to other markets in the interim.

“It doesn’t mean Temu usage has dropped as significantly as the app did,” Kaziukenas said in an email. “But it means that new user acquisition is gone.”

Epic things are coming to Orlando.

In a little more than a month, Universal will officially open the doors of its newest theme park, the first major theme park in the Florida area in 25 years, spurring a major shift in Orlando’s tourism industry.

Epic Universe is the largest of all Universal properties at 750 acres and features five themed worlds: The Wizarding World of Harry Potter — The Ministry of Magic, Super Nintendo World, How to Train Your Dragon — The Isle of Berk, Celestial Park and Dark Universe.

It will join Universal Studios and Walt Disney World in theme park mecca Orlando.

Tourism has long been the leading sector in central Florida, drawing both domestic and international visitors. More than 74 million people journeyed to Orlando in 2023, contributing around 50% of the total sales tax collected in Orange County.

Epic Universe is not only expected to bolster theme park revenues for Universal, as well as its rival just down the highway, Disney, but also bring in billions of dollars to the local economy.

“This is the first major, entirely new theme park in the U.S. in 25 years. This is a compelling reason to visit Orlando,” said Casandra Matej, CEO of Visit Orlando, a tourism trade association. “So, when you see a major milestone project such as Epic Universe, you know it’s going to have definitely a domino effect of economic benefits for our community.”

Hertz is notifying customers that a data hack late last year may have exposed their personal data.

The rental-car giant said an analysis of the incident that it completed on April 2 found the breach affected some customers’ birthdates, credit card and driver’s license data and information related to workers’ compensation claims.

The hack occurred between October and December 2024, Hertz said, adding that “a very small number of individuals” may have had their Social Security numbers, passport information and Medicare or Medicaid IDs impacted as well.

The company didn’t disclose how many of its customers were affected by the cyberattack.

Hertz said the hackers accessed the information through systems operated by Cleo Communications, one of its software vendors, and said it was one of “many other companies affected by this event.”

Cleo didn’t immediately respond to a request for comment.

“Hertz takes the privacy and security of personal information seriously,” the company said in a statement, adding that it has reported the breach to law enforcement and is also alerting the relevant regulators. It’s offering two years of free identity-monitoring services to Hertz customers affected by the breach.

New York state’s top financial regulator struck a $40 million settlement Thursday with Block Inc., the parent of Cash App, the popular money transmission service, after having found the company had “serious compliance deficiencies” related to its anti-money laundering program and transaction monitoring processes.

The deficiencies at Block, some involving cryptocurrencies, “created a high-risk environment vulnerable to exploitation by criminal actors,” the New York State Department of Financial Services said in the consent order, noting, for example, that Block’s system did not trigger blocks on bitcoin transactions involving terrorism-connected wallets until that exposure exceeded 10%.

Any exposure to terrorism-connected wallets is illegal, the department said. 

The New York regulator examined Block’s practices from early 2021 to September 2022, concluding it did not keep pace with the significant growth it was experiencing. That resulted in Block’s “inability to fully comply with its obligation to effectively monitor, and thereafter report, the transactions being conducted on its platforms for suspected money laundering and other illicit criminal activity.”

Block, which did not admit to the department’s findings, said it was pleased to put the matter behind it.

“As the department has acknowledged, Cash App has devoted significant financial and other resources to compliance remediation and enhancements,” it said in a statement. “We share the department’s dedication to addressing industry challenges and remain committed to investing across our operations to help promote a safe and healthy financial system.” 

Block was launched by Twitter co-founder Jack Dorsey, who lists his current title as Block Head and chairman.

The details in the settlement parallel exclusive reporting by NBC News last year detailing former Block employees’ allegations that the company’s compliance systems were deeply flawed.

According to the former employees, one of whom was also interviewed by federal prosecutors, Block processed multiple cryptocurrency transactions for terrorist groups and did not correct company processes when it was alerted to breaches. Block began offering bitcoin transactions through Cash App in 2018.

Square, another Block unit, processed thousands of transactions involving countries subject to economic sanctions, one of the former employees told NBC News. Documents the former employee provided showed transactions, many in small dollar amounts, involving entities in countries subject to U.S. sanctions restrictions — Cuba, Iran, Russia and Venezuela — as recently as 2023.  

Under the terms of the settlement, Block agreed to bring on an independent monitor for a year, selected by the New York regulator, to conduct a comprehensive review of the effectiveness of its anti-money laundering and sanctions programs. The monitor will oversee remedial measures as needed, the consent order said, and report its findings to the regulators.

The consent order with the department “does not bind any federal or other state agency or any law enforcement authority,” it noted.

Americans nearing retirement and recent retirees said they were anxious and frustrated following a second day of market turmoil that hit their 401(k)s after President Donald Trump’s escalation of tariffs.

As the impending tariffs shook the global economy Friday, people who were planning on their retirement accounts to carry them through their golden years said the economic chaos was hitting too close to home.

Some said they are pausing big-ticket purchases and reconsidering home renovations, while others said they fear their quality of life will be adversely affected by all the turmoil.

“I’m just kind of stunned, and with so much money in the market, we just sort of have to hope we have enough time to recover,” said Paula, 68, a former occupational health professional in New Jersey who retired three years ago.

Paula, who spoke on the condition of anonymity because she feared retaliation for speaking out against Trump administration policies, said she was worried about what lies ahead.

“What we’ve been doing is trying to enjoy the time that we have, but you want to be able to make it last,” Paula said Friday. “I have no confidence here.”

Trump fulfilled his campaign promise this week to unleash sweeping tariffs, including on the United States’ largest trading partners, in a move that has sparked fears of a global trade war. The decision sent the stock market spinning. On Friday afternoon, the broad-based S&P 500 closed down 6%, the tech-heavy Nasdaq dropped 5.8%, and the Dow Jones Industrial Average fell more than 2,200 points, or about 5.5%.

As Wall Street reeled Friday after China hit back with tariffs against the U.S., millions of Americans with 401(k)s watched their retirement funds diminish along with the stock market.

“I looked at my 401(k) this morning and in the last two days that’s lost $58,000. That’s stressful,” said Victor Fettes, 54, of Georgia, who retired last week as a senior director of risk management and compliance at Verizon. “If that continues, I can’t stay retired.”

Trump has said the tariffs will force businesses to relocate manufacturing and production back to the U.S. and bring back jobs. Some investors and business groups have pushed back, saying they are likely to lead to higher prices for U.S. consumers.

“Our country has been looted, pillaged, raped and plundered by nations near and far, both friend and foe alike,” Trump said recently. “But it is not going to happen anymore.”

The president has acknowledged the potential pain coming to some Americans’ wallets, but he continues to staunchly defend his agenda.

“MY POLICIES WILL NEVER CHANGE,” he posted to social media Friday. Later, he wrote, “ONLY THE WEAK WILL FAIL.”

Trump’s tariffs are steeper and more widespread than any in modern American history. They are potentially even broader than the tariffs of 1930 that historians said worsened the Great Depression.

Some Americans thinking about retirement told NBC News they feel their economic stability is being played with.

“I don’t want to have to worry that everyone is constantly changing my financial reality,” said Alison Carey, 64, of Oregon, a freelancer in the theater industry. “Let the economy do its machinations, but don’t put me in the gears.”

Paula said she and other older Americans are living with “anxiety about something where you don’t really know what’s going to happen. You can’t do anything though.”

She and her husband have decided to pause and reduce spending on big-ticket items. They are reconsidering vacations and home renovations.

“We can’t change anything right now, except our spending,” she said. “I’m sure there are consumers across the board that want to be cautious, too. Then it becomes a vicious cycle. Consumer confidence goes down.”

One in five Americans age 50 and over have no retirement savings, and more than half, 61%, are worried they will not have enough money to support them in retirement, according to a survey published by the AARP last April.

“It makes you realize how out of touch the current administration is with regular people,” said Benajah Cobb, 63, Carey’s husband, who also works in the theater industry.

He said he hoped the last few days of stock market turmoil would motivate lawmakers to put more checks and balances on the president.

“It’s happening so quickly. Things are falling apart so quickly,” he said. “I’m hoping Congress will try to step up a bit, the Republicans in Congress.”

Fettes said he has been calling his representatives about the tariffs and other issues “to make sure that as a constituent, our voices are being heard.”

“We believe firmly in our family that a democracy is a participatory game, and so we want to make sure that our representatives understand where we’re at and what we would like for them to do to represent,” he said.

Paula said that as she and her husband continue to monitor their retirement accounts, their biggest fear is how Trump’s policies could impact the quality of the rest of their lives — and when their funds will run out.

“That’s my big worry, when is that shortfall going to happen now?” she said.

Warren Buffett went on the record Friday to deny social media posts after President Donald Trump shared on Truth Social a fan video that claimed the president is tanking the stock market on purpose with the endorsement of the legendary investor.

Trump on Friday shared an outlandish social media video that defends his recent policy decisions by arguing he is deliberately taking down the market as a strategic play to force lower interest and mortgage rates.

“Trump is crashing the stock market by 20% this month, but he’s doing it on purpose,” alleged the video, which Trump posted on his Truth Social account.

The video’s narrator then falsely states, “And this is why Warren Buffett just said, ‘Trump is making the best economic moves he’s seen in over 50 years.’”

The president shared a link to an X post from the account @AmericaPapaBear, a self-described “Trumper to the end.” The X post itself appears to be a repost of a weeks-old TikTok video from user @wnnsa11. The video has been shared more than 2,000 times on Truth Social and nearly 10,000 times on X.

Buffett, 94, didn’t single out any specific posts, but his conglomerate Berkshire Hathaway outright rejected all comments claimed to be made by him.

“There are reports currently circulating on social media (including Twitter, Facebook and Tik Tok) regarding comments allegedly made by Warren E. Buffett. All such reports are false,” the company said in a statement Friday.

CNBC’s Becky Quick spoke to Buffett Friday about this statement and he said he wanted to knock down misinformation in an age where false rumors can be blasted around instantaneously. Buffett told Quick that he won’t make any commentary related to the markets, the economy or tariffs between now and Berkshire’s annual meeting on May 3.

While Buffett hasn’t spoken about this week’s imposition of sweeping tariffs from the Trump administration, his view on such things has pretty much always been negative. Just in March, the Berkshire CEO and chairman called tariffs “an act of war, to some degree.”

“Over time, they are a tax on goods. I mean, the tooth fairy doesn’t pay ’em!” Buffett said in the news interview with a laugh. “And then what? You always have to ask that question in economics. You always say, ‘And then what?’”

During Trump’s first term, Buffett opined at length in 2018 and 2019 about the trade conflicts that erupted, warning that the Republican’s aggressive moves could cause negative consequences globally.

“If we actually have a trade war, it will be bad for the whole world … everything intersects in the world,” Buffett said in a CNBC interview in 2019. “A world that adjusts to something very close to free trade … more people will live better than in a world with significant tariffs and shifting tariffs over time.”

Buffett has been in a defensive mode over the past year as he rapidly dumped stocks and raised a record amount of cash exceeding $300 billion. His conglomerate has a big U.S. focus and has large businesses in insurance, railroads, manufacturing, energy and retail.

Retailers and brands have turned to Vietnam to manufacture goods from sneakers to couches while moving some or all production out of China.

For years, China’s southern neighbor became a popular alternative for companies trying to avoid the crossfire of U.S. trade tensions with Beijing. Now, as President Donald Trump expands his tariff targets, they can no longer steer clear.

Trump said he will put a 46% duty on imports from Vietnam as part of a new wave of global levies announced Wednesday. That could soon raise costs for major corporations in the apparel, furniture and toy space, and some of them may pass those increases to consumers in the form of price hikes. The tariffs on Vietnam take effect on April 9.

China exported more goods to the U.S. than any other country for more than two decades, but Mexico surpassed China as the top source in 2023. China is now the second largest supplier to the U.S., accounting for $438.9 billion worth of goods in 2024, according to government data from the Office of the U.S. Trade Representative.

For companies that have looked to diversify the countries they rely on for production and reduce risks from trade conflicts with China, Vietnam has also become a popular place to go. Imports from Vietnam grew to $136.6 billion in 2024, up about 19% from 2023, according to the Office of the U.S. Trade Representative.

On the other hand, imports from China rose only 2.8% from 2023 to 2024, according to government data. Imports from China dropped about 18% last year when compared to 2022, when the U.S. brought in $536.3 billion in goods from the country.

The duties will hit companies at a time when many consumers have become value-conscious and selective about spending due to persistent inflation and concerns about the economy. While it is unclear now which companies will raise prices due to the tariffs, businesses may be reluctant to shoulder the higher costs as they forecast lackluster spending in the months ahead.

Some household names will feel the pinch from Vietnam tariffs. Nike manufacturers about half of its footwear in China and Vietnam, with about 25% coming from Vietnam. Trump will put a 34% tariff on top of existing 20% duties on imports from China, for an apparent rate of 54%, a White House official told CNBC.

The tariffs would be yet another headwind for the sneaker and athletic apparel giant, which already delivered a disappointing forecast for the current quarter. That guidance, which projects a double-digit percentage sales decline in the three-month period, included the estimated impact from tariffs on imports from China and Mexico.

Expanded tariffs could stall or slow Nike’s efforts to revive its brand and improve sales under its new CEO Elliott Hill, a company veteran who took the helm last fall.

Nike shares dropped more than 6% in extended trading Wednesday. Adidas and other major footwear players also rely heavily on Vietnam.

The two companies did not immediately respond to CNBC’s request for comment.

Nearly a third of footwear imports in the U.S. came from Vietnam in 2023, the most recent full-year data available, according to the Footwear Distributors and Retailers of America, an industry trade group.

Steve Madden, for example, said on an earnings call in early November that it would slash its imports to the U.S. from China by as much as 45% over the next year. The footwear maker made that announcement just days after Trump’s presidential victory, following his campaign trail promises to impose steep tariffs on countries like China.

Yet one of the nations Steve Madden has accelerated its move to is Vietnam, along with Cambodia, Mexico and Brazil, CEO Edward Rosenfeld said at the time on the earnings call.

Vietnam was the second largest country for suppliers of Ugg and Hoka parent company Deckers Brands as of this month. The company has 68 supply chain partners in Vietnam, which is surpassed only by its 125 suppliers in China. Deckers shares dropped nearly 9% in extended trading. The company did not immediately respond to a request for comment.

VF Corporation, which is made up of footwear, apparel and accessories brands including The North Face, Timberland, Vans and Jansport, has a heavy reliance on China and Vietnam, too. About 38% of its suppliers are in China and 17% are in Vietnam, adding up to 55% of exposure across the two countries, according to a manufacturing disclosure from December.

The company’s shares dropped more than 8% in extended trading Wednesday. VF declined to comment, citing its quiet period before its upcoming earnings report.

The furniture industry has also ramped up its reliance on Vietnam.

In 2023, 26.5% of U.S. furniture imports came from the country, close behind the 29% coming from China, according to data from the Home Furnishings Association, a trade group that lobbies on behalf of home goods retailers. The group cited investment banking firm Mann, Armistead & Epperson — one of the furniture industry’s top sources for data.

Taken together, that means about 56% of U.S. furniture imports come from both regions combined.

On an earnings call in February, Wayfair CEO Niraj Shah said the shift to countries outside of China has been “a growing trend” since Trump enacted tariffs during his first administration.

He said places like Cambodia, Indonesia, Thailand, the Philippines and Vietnam “have grown as places where folks have factories and where our goods are coming from.”

Wayfair’s stock plunged about 12% in extended trading. In a statement, Wayfair said it is “closely monitoring the evolving trade landscape.” The company added it is “well-positioned to continue offering customers the best possible combination of value, assortment, and experience.”

Toymakers have also leaned on Vietnam to make more merchandise that’s imported and sold to kids and adults across the U.S. Hasbro, SpinMaster, Mattel and Crayola are among the companies that work with GFT Group, one of the largest toy manufacturers in the Southeast Asia.

In addition to long-established manufacturing facilities in China, GFT currently has five production facilities in northern Vietnam that employ over 15,000 workers.

On a call in early March, Funko Chief Financial Officer Yves LePendeven said the company, which is known for its big-eyed plastic collectibles called Pops, was working hard to control what it could in the year ahead. That includes trying to offset tariffs by “renegotiating factory costs, accelerating our shift in production to other sourcing countries, and implementing pricing adjustments,” he said.

On the call, he said about a third of Funko’s global product purchases come from China. He didn’t name the countries that Funko was moving production to, but it is a customer of GFT Group.

Those toymakers did not immediately respond to CNBC’s requests for comment.

Curtis McGill is the co-founder of Hey Buddy Hey Pal, a toy company that specializes in Easter egg decorating kits. He said he expects the 46% tariffs to raise toy costs in the U.S., but added companies will likely be negotiating with suppliers in Vietnam to try to mitigate those hikes.

“A lot of manufacturers and the actual toy companies have been already having conversations with manufacturing plants having to to help in some regards, because the toy companies are getting pressure to try and maintain prices on this side from the retailers,” McGill said.

For companies, including apparel makers, the new tariff policies have raised questions about whether — and where — to potentially move their manufacturing. Last month, an investor asked American Eagle Outfitters about its exposure to Vietnam on its most recent earnings call.

Chief Financial Officer Michael Mathias said the jeans and apparel brand’s production is similar in Vietnam and China, with “high-teens to 20%” of production in each of those countries. He said the company aims to trim that back to single-digits by the back half of the year.

American Eagle shares dipped more than 5% on Wednesday. The company did not immediately respond to CNBC’s request for comment.

Yet both Mathias and American Eagle CEO Jay Schottenstein said on the company’s last earnings call that it will be crucial to stay flexible, while waiting to see how tariffs would play out and which countries would be targeted.

Schottenstein referred to eight years ago during the first Trump administration, when American Eagle also faced challenges and had to figure out a new plan.

Schottenstein said there’s another shift coming, but “nobody knows what the story is yet.”

“I wouldn’t be rushing,” he said. “You go rush, where am I rushing to? I don’t know where I’m rushing to.”

Peter Baum is the chief financial officer and chief operation officer of Baum Essex, a New York-based manufacturer with licenses to make products for brands like Nautica, Betsey Johnson and Steve Madden. During the first Trump administration in 2019, Baum moved factories from from China to the Philippines, Cambodia, Vietnam and India.

He told CNBC on Wednesday that the reciprocal tariffs would do massive damage to his company.

“This is how you start a global depression. After 80 years and five generations Trump just put us out of business,” Baum said.

— CNBC’s Sarah Whitten, Jason Gewirtz and Eamon Javers contributed to this report.