Voters Sent Washington a Clear Message on the Cost of Living

Voters were clear on Tuesday: the cost of living remains an acute pain point, and they want Washington to do something about it. 

National exit polls found that a plurality, 39% of voters, cited the economy as the most important issue facing the country.  

Voters nationwide entered Election Day in a bad mood. Roughly three-quarters of voters felt either angry or dissatisfied with the direction of the country, and more than 80% were concerned about the cost of everyday essentials such as gas, groceries, utilities, and healthcare. When came to their votes for Congress, 89% said the cost of living was either a “crucial” or “major” factor. 

Members: Join the Government Affairs Committee on Friday at 12 p.m. for a call discussing the election results.   

For retailers, that message is familiar. For generations, retailers have had a front-row seat to the financial pressures facing American families. We see when customers pass on extras to cover necessities, trade down to stretch a budget or search harder for discounts and promotions. 

Retailers also understand a basic truth: when the customer is struggling, everyone struggles. That is why affordability is not simply a political issue for our industry. It is fundamental to how retailers compete, serve their customers and support the communities where they live and operate. 

As the new Congress prepares to take office, retailers are eager to work with lawmakers in both parties who are looking for ways to ease pressure on household budgets. But the test for any proposed solution should be whether it actually makes everyday life more affordable for consumers — and whether it avoids unintended consequences that could make necessities more expensive or make it harder for retailers to deliver value. 

That matters as policymakers consider proposals involving technology, consumer data and pricing. Retailers use data in ways that can deliver real savings to customers. Voluntary loyalty programs and data-driven discounts help shoppers find deals and personalized offers on products they already buy. Policymakers should be careful that efforts intended to protect consumers do not inadvertently restrict tools consumers are using to save money. 

The same principle applies across a much broader range of policy debates. Predictable trade policy can help businesses plan and manage costs. Greater competition in payments can reduce unnecessary expenses throughout the system. Workforce, tax, transportation, and supply chain policies ultimately shape the cost and availability of the everyday products families rely on, helping or hurting consumer affordability. 

There will be no shortage of priorities competing for attention when the new Congress convenes. Retailers are ready to be a resource in those conversations. 

Our industry operates in virtually every community in America and interacts with millions of consumers every day. That gives retailers a unique perspective on what families are experiencing — and on how decisions made in Washington impact families at the checkout. 

The voters have identified the problem. The work now is ensuring policy delivers real relief for consumers.