Behind the Numbers: an EMARKETER Podcast artwork

How War Is Impacting American Consumers’ Wallets | Reimagining Retail

Behind the Numbers: an EMARKETER Podcast · with Rachel Wolf · April 15, 2026 · 18 min

Summary

This episode unveils the hidden ripple effects of rising energy prices on consumer spending and retail. It highlights how the current energy shock acts as a "tax" on household budgets, forcing a recalibration of discretionary spending and leading to shifts in shopping behaviors, particularly for lower and middle-income consumers. Retailers need to understand these underlying shifts to adapt their strategies beyond top-line numbers.

Key takeaways

Themes

retail & omnichannelsupply chain & operationsfinance & fundraisingcustomer retention

Topics covered

consumer behavior shiftsinflation impact on retailenergy shock economicsdiscretionary spendinggig economy impactsupply chain disruptionsconsumer sentimentretail forecasting

Episode description

On today’s podcast episode, we discuss how this kind of energy-driven inflation shows up differently for retailers compared to what we saw with tariffs last year, the ripple effects that are being underestimated, and which of these changes we think are temporary versus those that will actually reshape how people shop. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Principal Analyst Zak Stambor, and Analyst Rachel Wolff. Get more insights like these with our free, industry-leading newsletters covering advertising, marketing, and commerce. Sign up at emarketer.com/newslettersFollow us on Instagram at: https://www.instagram.com/emarketer/For sponsorship opportunities contact us: advertising@emarketer.comFor more information visit: https://www.emarketer.com/advertise/Have questions or just want to say hi? Drop us a line at podcast@emarketer.com For a transcript of this episode click here:https://www.emarketer.com/content/podcast-how-war-impacting-american-consumers-wallets-reimagining-retail© 2026 EMARKETER Illuminate. Connect. Activate. Verve’s global omnichannel advertising platform redefines what’s possible beyond walled gardens. Verve illuminates, connects, and activates high-fidelity signals that drive outcomes for brands, agencies, and publishers at scale. Learn more at https://verve.com/?utm_campaign=40660637-2026_emarketer&utm_source=emarketer&utm_medium=podcast

Related episodes

Frequently asked about this episode

What does this episode say about retail & omnichannel?
Energy price increases, especially gas, act as a regressive tax, disproportionately impacting lower and middle-income households by reducing discretionary spending capacity.
What does this episode say about supply chain & operations?
Consumers are likely to consolidate purchases and shift towards value-oriented retailers like warehouse clubs, Amazon, and Walmart, especially those with membership programs that mitigate transportation costs.
What does this episode say about finance & fundraising?
Discretionary categories such as restaurants and travel will experience immediate and significant declines in demand as consumers cut back due to rising costs. Retailers in these sectors should anticipate reduced traffic and bookings.
What does this episode say about customer retention?
The gig economy, particularly same-day delivery services, faces operational challenges due to rising fuel costs for drivers, potentially leading to higher delivery fees, slower fulfillment, and overall capacity constraints.
What does this episode say about retail & omnichannel?
Beyond immediate effects, anticipate second and third-order impacts such as increased raw material costs (e.g., plastic, fertilizer) affecting product pricing and potentially fueling anti-U.S. brand sentiment globally.

Listen