Marketing Professor Explains U.S. - Canada Tariff Impact

Addressing the retaliatory tariffs imposed by Canada, Fetscherin explained that the conflict can be analyzed in terms of two main factors: the scope of the tariffs and their duration. He noted that while the dispute currently sits in a "short-term" quadrant focused on narrow, specific industries—such as hockey sticks, Canada Goose apparel, and Bombardier aircraft—it is entering a critical new phase. In his assessment, Canada's retaliatory measures represent a "tit-for-tat" strategy designed to force political leadership to the negotiating table to secure a long-term agreement.

Regarding the financial impact on everyday consumers, Fetscherin clarified that shoppers in Florida and across the nation will not notice an immediate price spike at retail stores over the coming days or weeks. This buffer exists because current inventory on store shelves was purchased under prior pricing and import arrangements before the tariffs went into effect.

However, Fetscherin cautioned that the situation could change dramatically if the dispute drags on for months or expands into broader consumer product categories. If the trade dispute persists beyond the short term, supply chains will pass those added expenses through the value chain, forcing companies to pass costs directly to shoppers. Ultimately, Fetscherin emphasized that no party truly wins a trade war; the primary question remains how much both nations, their corporations, and individual consumers will lose the longer negotiations remain stalled.

Watch the full interview here.