Summary
Between May 12–19, 2025, Walmart experienced a major online backlash after announcing price hikes tied to new U.S. tariffs, with over 598,000 posts flooding social media—55.5% expressing dissatisfaction. Although initially boosted by a popular Megan Thee Stallion campaign, sentiment turned negative amid inflation concerns and political commentary from figures like Governor Kathy Hochul. Target continued to face fallout from its 2023 LGBTQ+ backlash, compounded by criticism of self-checkout issues and security practices, with over half of related posts being negative. Meanwhile, TJ Maxx retained strong consumer loyalty despite some operational complaints, bolstered by its value-driven focus and neutral political stance, especially on platforms like TikTok. As tariffs intensify, Walmart and Target grapple with image issues, while TJ Maxx benefits from brand trust and strategic diversification.
Walmart faces backlash as tariff-driven price hikes dominate online conversation
Between May 12 and May 19, 2025, Walmart was at the center of over 598,000 online posts, marking a major spike in consumer discussion. This surge followed the retailer’s announcement of price increases tied to new U.S. tariffs on imported goods. While initial sentiment was positive, fueled by content featuring Megan Thee Stallion’s Walmart campaign and grocery hauls, online sentiment turned sharply negative once news of the price hikes broke.
New York Governor Kathy Hochul added fuel to the fire with a viral post contrasting Trump’s luxury lifestyle with everyday Americans struggling with inflation. This further intensified partisan debate, especially as Walmart CFO John Rainey warned of steep price hikes across categories.
By the end of the week, 55.5% of posts about Walmart expressed dissatisfaction, compared to just 9.7% that were positive. Price hikes were mentioned in over 52.4% of all Walmart-related posts, with 62% of users voicing negative sentiment. The conversation had a fairly balanced gender split: 57.7% male and 42.3% female. The dominant age group was 25-34 (45.9%), followed by users aged 18-24 (28.6%), indicating younger consumers are driving discourse on retail economics.
Target continues to struggle with backlash and sees consumer frustration
Target remains under scrutiny from its 2023 LGBTQ+ product backlash, which continues to impact consumer sentiment. Between May 12 and May 19, over 51% of posts discussing the brand were negative. This ongoing reaction is expected to influence the company’s upcoming earnings report.
Other complaints target operational inefficiencies. 12% of self-identified shoppers criticized Target’s self-checkout systems, citing long wait times, malfunctioning kiosks, and lack of staff. In-store security measures, such as locked cases to combat theft, have sparked a secondary debate around profiling and customer dignity.
Target operates exclusively in the U.S. and has been investing heavily in e-commerce, as it tries to compete with broader portfolios like TJX. Its private label products and acquisitions (Shipt, Roundel) are key revenue drivers but remain vulnerable to tariff-related cost pressures.
TJ Maxx Retains Strong Brand Loyalty Despite Operational Criticism
TJ Maxx has emerged as the most resilient of the three retailers. While 20% of users mentioned frustrations such as long checkout lines and a declining selection of brand-name products, overall sentiment remains positive. The store continues to be recognized for its value-driven offerings.
Importantly, 29% of TJ Maxx customers identify as repeat shoppers, a strong metric for long-term brand value. Seasonal items and discounted beauty products are frequent highlights in consumer discussions, with 8% of users expressing specific excitement for these categories.
TJ Maxx maintains a neutral political position online, in contrast to Target and Walmart. The retailer's presence on platforms like TikTok and Instagram remains strong, with haul videos helping to drive traffic and reinforce brand loyalty.
TJX Companies, the parent company of TJ Maxx, also owns Marshalls, HomeGoods, Sierra, and Homesense. This portfolio covers everything from fashion to furniture. Beyond retail, TJX holds substantial real estate assets, giving the brand a diversified edge in a volatile market.
As tariff-related pressures mount, Walmart and Target face growing scrutiny, while TJ Maxx continues to maintain consumer trust through value, simplicity, and non-political branding.
