Most consumers believe that it's the consumers who are bearing most, if not all, of the increased costs created by tariffs. So what's the impact? Perception, whether real or not, can impact consumer sentiment, and we're seeing that in the marketplace today. This represents another challenge for retailers. One key recommendation is to focus on transparency when it comes to pricing today. Show how the cost of tariffs is being shared by both your business and consumers alike, as opposed to your customers having to foot all of the increased costs.