This year, major retailers are launching their spring sales earlier than usual, as concerns grow about tariff impacts and changing consumer habits. With the uncertainty surrounding upcoming tariff changes and inflation continuing to weigh on the economy, retailers are aiming to clear inventory, stimulate demand, and space out their promotions ahead of the summer shopping season.
Early Sales as a Strategic Response
Wayfair, Lowe’s, Walmart, and other big retailers have all pushed their spring promotions forward. Wayfair’s popular Way Day sale, traditionally held in May, took place from April 26 to April 28 in 2024, nearly a week earlier than last year. Lowe’s SpringFest, which typically begins in late March, also started two weeks earlier this year, running from March 20 to April 16. Meanwhile, Walmart+ Week, which offers fuel discounts and delivery perks for members, launched on April 28, significantly ahead of last year’s schedule.
Experts believe this early timing reflects strategic planning, likely to help retailers space out their promotions around key holidays such as Easter and Mother’s Day. Additionally, some suggest that the timing could be tied to a potential end to the 90-day pause on new tariffs in early July, with retailers looking to secure deals before tariffs impact prices.
Tariffs and Consumer Sentiment
Sky Canaves, a principal retail and e-commerce analyst at eMarketer, suggests that retailers’ sales strategies are influenced by tariff concerns and consumer sentiment. “This year, sales are taking on a more critical importance because of the tariff pressures that are facing retail and the consumer economy at large,” said Canaves. Consumers are feeling uncertain about the coming months, and retailers are trying to make the most of these early sales as they anticipate rising prices from new tariffs.
The tariffs could also affect competitors like Temu and Shein, two brands that have been able to offer lower prices but may face pressure to raise their prices as tariffs kick in. In response, larger retailers are offering deeper discounts, which could shift the competitive landscape, especially as these global players are forced to adjust their pricing strategies.
Clearing Inventory and Stimulating Demand
Duleep Rodrigo, consumer and retail leader at KPMG, adds that early sales on seasonal items are a way to clear out inventory before a potentially slow summer. “You’re starting to see retailers offer some really sweet deals to get some of this inventory off their shelves,” Rodrigo explained. With consumer spending still a major concern amid inflation and other economic factors, clearing out excess inventory is crucial for maintaining cash flow.
Despite the early promotions, not all retailers have moved their sale dates. Amazon and Walmart, for instance, held their spring sales in March, as they did in 2023. Amazon’s Big Spring Sale took place from March 25 to March 31, and Walmart’s Super Savings Week overlapped slightly from March 24 to April 1. Walmart has confirmed that some of their promotions were moved up, possibly to differentiate them from the crowded summer sales events that are expected.
The Risk of Over-Discounting
Brad Jashinsky, a director analyst at Gartner, points out that most large retailers plan their sale calendars months in advance, which makes them slow to adjust to changing market conditions. “I think that’s due to a worry that overly discounting now may lead to not having the [necessary] inventory to sustain throughout the rest of the year,” Jashinsky said, cautioning that the long-term risks of early discounts could outweigh short-term benefits.
Smaller direct-to-consumer brands have experimented with “pre-tariff” sales messaging, with some even pushing the idea of discounts before tariffs take full effect. However, this has not yet become a widespread strategy among larger retailers, as they are cautious about depleting stock too early or offering too many discounts that could hurt profits later in the year.
Looking Ahead: Last Chance for Big Savings
As inflation continues and uncertainty looms over the rest of 2025, these early-season discounts could represent one of the last big opportunities for shoppers to take advantage of lower prices before potential price hikes due to tariffs. Retailers are hoping to capture consumer attention with enticing sales while also managing the complexities of global supply chains, inflation, and tariffs.
