It's Monday. In a week of tariff chaos, smart brands are finding creative strategies: DTC companies lock in prices, Amazon sellers cautiously return to Prime Day, and Roblox transforms into a retail channel.
Mack Weldon locks in prices as tariffs rattle retail
While other brands scramble to recalculate margins, DTC underwear brand Mack Weldon is taking a different route: no price hikes till July 4.
Why it matters: In the wake of Trump's new tariffs on Chinese and Vietnamese imports, retail brands are caught between rising costs and wary shoppers. Mack Weldon is using price-locking as both a brand trust play and a competitive flex.
🧠 The strategy: Mack Weldon's supply chain is already diversified, giving it more wiggle room than competitors. By holding prices steady, the brand hopes to absorb demand from brands that are pulling back on performance spend and hiking prices.
👖 The indicator: The Men's Underwear Index (yes, that's a real thing) suggests men delay buying new underwear when the economy tanks. So Mack Weldon's recent 90% spike in sales might be consumers stocking up before it gets worse.
💡 The DTC edge: No wholesale means no forced markdowns or inconsistent messaging. The brand controls both pricing and demand signals directly. Plus, underwear doesn't go out of style, making surplus inventory less risky.
Bottom line: In a chaotic retail landscape, Mack Weldon isn't just locking prices, it's locking in loyalty while competitors are still repricing.
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Prime Day is back on, but with a leaner lineup
Just a few weeks ago, Amazon sellers were pulling out of Prime Day. Now they're sprinting to restock.
Why it matters: A 90-day tariff relief deal between the U.S. and China (dropping duties from 145% to 30%) has sellers scrambling to rejoin Amazon's biggest shopping event, but many won't have enough inventory in time.
📦 The bottleneck: With the May 23 FBA deadline looming and sea freight taking 50-60 days, many sellers who paused orders due to tariffs will miss the window.
💡 The shift: Instead of going all-in, sellers are taking a conservative approach:
Slimmed-down discounting
Fewer SKUs promoted
Prioritizing slow-moving stock
Cautious pricing despite tariff rollback
What it means: This year's Prime Day will feature lighter promotions, especially on bestsellers. Brands are hedging against what happens after the 90-day pause ends.
The upside: Sellers who were already stocked or had offshore warehouses are positioned for advantage.
The takeaway: Prime Day is still on, but this year it's about damage control and tactical plays, not margin-burning hero moments.
Roblox wants to be your new shopping mall
Roblox just made in-game physical shopping a real thing.
Why it matters: With its new Commerce APIs and Approved Merchandiser Program, Roblox is transforming from a gaming platform into a retail channel, letting brands sell physical goods directly inside virtual experiences.
🛍️ Here's how it works:
Brands using Shopify can plug their stores into Roblox experiences
Players can buy real-world items without leaving the game
Physical purchases unlock exclusive digital items for avatars
🚀 The early signs: Creator studio Twin Atlas pulled in six figures in just a few weeks during beta, with 90% of orders coming through the in-game interface and half from repeat buyers.
🎮 Launch partners:
Fenty Beauty offering limited-edition Gloss Bomb in Roblox
The Weeknd bundling film tickets with digital merch
What's next: Roblox is exploring expansion into food delivery and travel experiences.
The takeaway: In a Gen Alpha-first world, Roblox isn't just building virtual worlds, it's creating tomorrow's shopping habits.
