Although the highest duties have been employing public debate for months, just now starting to be reflected in their funds shopping. And new waves of increases are expected in the last quarter of the year, the holiday season.

The so -called “golden trimester”, vital to companies, is always a confrontation between retailers who seek to sell as many products as possible in full price and to consumers who chase offers. With the stores forced to transfer the increased import costs, this controversy will be more intense this year than ever.

Some companies such as Nike Inc. and the Elf Beauty Inc.have already increased their prices. OR Primarkpart of her Associated British Foods Plc.she made adjustments to her US stores in September, with two -digit increases, showing that the price rise is spreading. Other companies such as the Walmart Inc.have warned that costs are increasing every week with new imports.

Consumer expenditure remains strong at the moment. Retail sales increased by 3.5% in Augustalthough much of this rise is due to inflation. In real terms, sales volumes increased just by 0.4%against 1.4% July. However, there are reasons for concern. Interest rates do not appear to be further reduced, the labor market is slowing and salaries are increasing at a slower pace. These developments are likely to make consumers more careful in their expenses.

But beyond the financial data, buyers have now gained experience in dealing with price increases. The energy crisis and accuracy in food in 2022 taught them how to “bypass” inflation, or, as retailing experts say, to “turn off” its effect.

Tested savings strategies include buying private label products, visits to discount stores such as Aldi and Lidlgroup markets for better prices and use of artificial intelligence to find the cheapest options. Others simply choose cheaper alternatives (less beef, more pork or chicken, for example) or limit their markets overall.

If sales are reduced, retailers can be forced to discounts, undermining their efforts to pass on the cost of customers. Sales in the last quarter of the year is expected to grow just by 3.1%the lowest five -year performance, according to the Globaldata, and this percentage includes inflation (with 2,9% August).

However, there may be two Factors – life jackets:

The highest income layers have been reinforced thanks to recovery of stock marketssomething that could benefit luxury groups like Lvmh. And, of course, the unmistakable factor of psychology. When times are difficult, people often spend more on holidays to feel better.

Even if there is a temporary recovery at the holidays, the duties will continue to grow in the new yearand when credit card bills arrive in January, the mood for purchases will be much smaller.