As President Trump and his economic advisors work to address worries about escalating prices, they are trying out various messaging strategies to promote his tariff policies.
This week, Trump has started comparing himself to a shopkeeper, while his Treasury Secretary suggested that if Christmas is lean this year, younger generations might fare better than their parents.
However, this messaging doesn’t seem to resonate well with Republicans or the public, as polls indicate that Trump’s trade policy is losing popularity.
“It’s difficult to find a metaphor that resonates with Americans and many Congressional Republicans when faced with higher prices and fewer choices,” commented former Rep. Carlos Carbero (R-FLA.). “The administration needs to make this policy politically viable. They’ve got some time, but the clock is ticking.”
Bruce Melman, who served as commerce secretary under President George W. Bush, mentioned that the White House’s message reflects a combination of revenue considerations and communication experiments typical of major political campaigns.
Trump and his administration have dodged numerous questions regarding trade.
Officials claim that while some countries are open to trade deals with the U.S., few specifics are available. Instead, Trump and his team have resorted to analogies and slogans to clarify the president’s tariff stance.
“I’m like a store owner, opening my store for 50-100 transactions right now,” Trump stated. “People can shop here because everyone wants to come in. This is like a fantastic store.”
This week, Trump even referred to the country as a “super-luxury store with American-made products.”
Doug Holtz Eakin, president of the Center Right America Action Forum, noted that one issue with the messaging is that the White House refers to tariffs as a form of tax.
“The truth is, tariffs are taxes. They don’t want to admit that—especially the president,” Holtz Eakin remarked. “Republicans have long warned against taxes, which stands in stark contrast to what they’re currently advocating.”
Trump’s statements have also been inconsistent. Recently, he downplayed the need for trade agreements, stating that “We don’t need to sign a contract,” and that he could sign multiple deals if he wanted.
Meanwhile, Treasury Secretary Scott Bescent clarified that ongoing discussions with China are off the table, despite claims from Trump and others that negotiations are still active. Chinese officials are reportedly seeking U.S. representatives for talks in Switzerland this weekend.
Holtz Eakin expressed concern about minimizing the importance of trade deals, given that Wall Street is counting on tariffs not being a permanent obstacle to prevent another stock market setback.
“They really need to convey that message, especially since the financial markets reacted seriously to those trade negotiations,” he suggested. “Once things settled post-release day, we saw market valuations bounce back to where they were earlier in April.”
The administration has also leaned into Trump’s doll analogy, which he used to argue for a shift in consumer spending habits. Trump told NBC’s Meet the Press that kids “don’t need 30 dolls; three will do.”
On Fox News, Bescent defended Trump’s sweeping tariffs, claiming they will ultimately lead to better lives for American children, even if that means fewer choices in the short term.
“Just the other day, a reporter criticized Trump for mentioning a girl having two dolls. I believe kids can live a better life than their parents, and families can be assured that with Trump in charge, they’ll have access to better education,” he said.
However, some Senate Republicans have urged Trump to steer clear of using doll references in discussions about tariffs.
“I’m not particularly in tune with those who struggle daily,” one senator remarked. “Making it relatable is crucial.”
Trump introduced the concept of fewer options for Americans to promote his tariff agenda during last week’s Cabinet meeting.
Others argue that this messaging seems tone-deaf, suggesting it might be time for Trump to adopt a different approach to present his tariff plans.
Political commentator Bill O’Reilly criticized Trump’s strategy as lacking coherence regarding his remarks about the price of dolls.
“Wealthy individuals often say whatever they wish. Trump has always been in that realm, so he feels free to speak his mind,” he told News Nation’s Leland Vittert.
