Retailers are gearing up for a potential decline in consumer spending by leveraging President Donald Trump's trade war as a strategic marketing tool. They are encouraging consumers to make purchases now before tariffs potentially lead to higher prices or shortages. Various private and direct-to-consumer brands, including Beis, Bare Necessities, Fashion Nova, and Knix, have incorporated the topic of tariffs into their marketing campaigns following Trump's announcement of significant reciprocal tariffs on multiple countries. Although the administration temporarily reduced tariffs for most countries, the initial announcement created uncertainty within the retail industry. This unpredictability makes it difficult for businesses to plan effectively, as they remain unsure about the ultimate impact of these tariffs. Many experts anticipate a reduction in consumer spending, which could pose significant challenges for both large and small companies, potentially threatening their survival. Brands importing goods from China, which are now subject to a 145% duty, have paused or canceled orders. Meanwhile, those with supply chains in other parts of Asia, such as Vietnam and Cambodia, are trying to stock up on inventory while higher tariffs remain on hold. The impact of the trade war varies across retailers, sectors, and brands. However, it represents a critical threat to many retailers that rely on selling non-essential consumer products. Some brands are directly addressing the issue through promotional campaigns. For instance, Bare Necessities, a lingerie retailer, launched a "pre-tariff sale," offering discounts of about 30% and urging customers to "stock up before tariffs hit." Their marketing messages emphasize the value of current deals in light of potential price increases. Offering temporary price reductions might seem counterintuitive as costs are expected to rise, but it is a strategic move for retailers to bolster their financial stability in anticipation of reduced consumer demand. Sonia Lapinsky, a partner and managing director at consulting firm AlixPartners, supports this approach, suggesting that maximizing current demand is crucial as consumer spending appears increasingly uncertain. Lapinsky notes that consumer behavior has been unpredictable since early in the year, and the persistent tariff discussions have only exacerbated this trend. Retailers face a difficult choice: they can either secure a portion of the revenue now or risk having unsold inventory if consumer demand plummets. This challenge is particularly acute for smaller brands with limited resources and less diversified supply chains compared to giants like Target or Walmart. The urgency of pre-tariff promotions is reflected in consumer spending data from March, which exceeded expectations partly because consumers made purchases ahead of anticipated price hikes, especially for big-ticket items like cars. Consumers with the means to do so are responding to advertising messages and making purchases before prices increase. Other brands, like the luggage company Beis, have approached the situation differently. Instead of a direct pre-tariff sale, Beis communicated with its customers through a letter acknowledging the uncertainty of future price changes. The letter used humor to convey the challenges faced by the company due to rising costs, encouraging consumers to make purchases while current prices remain unchanged. Humor is a strategic choice when discussing tariffs, a politically charged topic. Brands aim to avoid alienating customers based on political beliefs. Barbara Kahn, a marketing professor at The Wharton School, explains that humor can neutralize political issues, allowing brands to focus on promoting good deals without taking a political stance. The use of humor and strategic marketing in response to the trade war highlights the retail industry's adaptability in the face of economic and political uncertainty. Retailers are employing creative solutions to engage consumers and maintain sales, even as they navigate the complexities of global trade dynamics. For confidential news tips, contact the reporting team. Sign up for newsletters to receive more information about CNBC's products and services.