Bob Jones, President – American Sale

Hot tubs. Swimming pools. Barbecue grills. Swing sets. For generations of families in Chicagoland, American Sale has been their go-to destination for anything needed to make life more fun in a backyard. Headquartered in Tinley Park, American Sale is a family-owned retailer with a 65-year history, and a motto of bring the fun home.

Bob helped to grow the business to its current footprints of eight locations. He has been involved with the business since he was a young boy, learning the ropes from his dad who founded the business as a toy store.

These days, Bob said there is far less joy at American Sale because he finds his business in the crosshairs of the global tariff war. With approximately 25% of all products imported, including nearly all of their Christmas merchandise and roughly half of their patio furniture, new tariff trade policies present a significant challenge, Bob explains. The company faces a difficult dilemma. American Sale can either pay substantially higher prices for goods, which would then be passed on to customers, or they risk canceling orders and not having product to sell, according to Bob.

Gordon Davis, Owner – Whimsy Tea

Every cup of freshly brewed tea tells a global story at Whimsy Tea in Springfield, Illinois, starting with the store’s concept and running through that very last sip. Opened in 2019, it is a place where Whimsy Tea founder Gordon Davis and his family create unique tea blends for their discerning customers.

“We create the teas. We conceive of what those flavor profiles are going to be, what tea blends are going to go in there, what herbs, what flowers, all of that,” said Gordon. “I think that the spirit of community and that wanting to make things better is at the core of our being.”

The shelves of Whimsy Tea are filled with hundreds of tea blends from more a hundred different countries around the globe. The tea business is predominantly reliant on international trade because the overwhelming majority of tea is exported to the United States. And so, these days, as Gordon pours his tea blends for his customers, he is facing challenges unlike any other for his business: the specter of rising tariffs.

Jin Park, Owner – Hello Tokyo

Hello Tokyo is a fun, high-quality Japanese discount store located in the northwest suburbs of Chicago in the Village of Niles. It offers shoppers a unique retail experience by stocking a wide array of products including beauty supplies, household goods, snacks, toys, figurines, and items for the lawn and garden, all with a distinctive Japanese flair of “kawaii,” which means “super cute” in Japanese.

“There are dollar stores over in Asia that are really flourishing,” said Hello Tokyo Owner Jin Park. “We wanted to mimic that Japanese dollar store style in the Midwest.”

The store bills itself as a Japanese dollar store with many products starting at $1.99, and although low prices are the foundation of Hello Tokyo, there is higher ticket merchandise available for purchase.

One hundred percent of the merchandise at Hello Tokyo is exported from overseas with a large amount of the inventory originating in Japan and China. Jin says that U.S. manufacturers do not produce the products at the price points his customers are seeking, and so his store is directly in the crosshairs of the global tariff battle now taking shape.

Luckeyia Murry, Owner – Luckeyia’s Balloons & Distribution

British author A.A. Milne of Winnie the Pooh fame once said, “Nobody can be uncheered with a balloon.” That quote well embodies the mindset of Luckeyia Murry, owner of Luckeyia’s Balloons & Distribution, who lives by a motto for her store: “Where our excellence reflects your elegance.”

“We generate smiles, we encourage excitement. Every balloon is made special for someone,” said Luckeyia with colorful enthusiasm.

Luckeyia’s store is located about 20 miles south of Chicago in the Cook County suburb of Homewood, where she serves a large base of customers from the South Side and northwestern Indiana. She tells us she is facing the tangible impact of higher tariffs, because of higher costs for essential supplies and materials. As a result, she has been forced to consider raising prices for her customers. Luckeyia concedes the tariff wars have made her “a little nervous about keeping her doors open,” although she stressed she remains committed to making her business work.

Julie Hinds, Owner – Country Junction

Corn and soybean grow abundantly in central Illinois and generate considerable wealth for the region, which is one of the reasons you might hear people refer to this part of the state as “The Golden Square.” Right in the middle of all that action is the city of Clinton, which is the seat of DeWitt County, and the store, Country Junction, a well-known destination shopping experience on Route 54.

Country Junction is an expansive store with merchandise ranging from home decor and giftware to trendy boutique clothing and housewares.

Even the most rural of businesses in Illinois find themselves these days navigating the new global economic challenges presented by tariffs. Julie tells us she is seeing price hikes from her vendors and trying not to pass along these hikes to her customers.

John McCall, Owner – The Flag Store

This unique brick-and-mortar store in Crystal Lake is all about flags, flagpoles, flag accessories, and sports memorabilia banners and bobbleheads. The store was founded in 1990 by owner John McCall’s parents, Edna and Doug, and sits in a building that is more than a century old in this charming downtown.

“I’m here to make happy people,” said John. “I show up and make happy people every day. It’s a good life for me.”

A good deal of the merchandise sold at The Flag Store is made in the United States, but a sizable portion of inventory is imported, much of it from China. And so, escalating tariffs are now a very real challenge for John. The tariff rates are driving up his costs, which John says he is absorbing in some instances, but that he is more often passing along to his customers as he explained during a conversation at his store about tariffs.

Lori & Kate McConville, Co-Owners – Marvin’s Toy Store

Since 2013, this specialty toy store has been a labor of love for co-owners Lori McConville and her daughter, Kate. Driven by a commitment to childhood development and a deep respect for the environment and social responsibility, Marvin’s offers a unique selection of toys that engage children of all ages. Even for this beloved local business, economic challenges are casting a long shadow.

These days, tariffs have emerged as a significant concern. Given that 85% to 90% of Marvin’s products originate from outside the United States, primarily from China, increased costs are unavoidable. The McConvilles say they are being proactive, working with vendors, and preparing customers for potential price hikes while emphasizing their commitment to providing children with quality, engaging toys.

Rachel & Weston Berchtold, Co-Owners – Eli’s Coffee Shop

Ever crave that perfect cup, the one brewed with heart in a place that feels like a second home? In central Illinois, the go-to destination for many java lovers is Eli’s Coffee Shop, a cherished, local coffee concept with a legacy of more than twenty years. What started in 2005 with the transformation of a vacant historic house in Morton into a bustling coffee shop, has blossomed into a three-location enterprise with cafés in Morton, Tremont, or Metamora. Eli’s is owned and operated by Rachel and Weston Berchtold who bought the chain in 2015.

Ninety-nine percent of all coffee is imported from other countries including Brazil, Costa Rica, Mexico, and Colombia. New tariffs on international commerce have impacted the coffee industry unlike any other sector. Beyond coffee itself, Eli’s also imports a wide range of packaging for its bakery products and drink selections, most notably their cold cups which come directly from China. The threat of rising prices due to the tariffs is very real, potentially forcing Eli’s to raise prices on its daily grind drip coffee which is its top-selling product.

Khara Koffel & Megan Lucky, Co-Owners – Serious Lip Balm

Serious Lip Balm in Jacksonville sells a wide variety of lip balms, lotions, and hand creams directly to customers on the internet and as a wholesaler to retail stores nationwide. They even carry products for dogs. What started out with the creation of a homemade teacher’s gift at a day care center in 2014 has evolved into a thriving enterprise co-owned by Khara Koffel and Megan Lucky.

According to Khara, Serious Lip Balm strives to use American materials, but that some essential butters and waxes for their all-natural products must be imported due to climate restrictions. In addition, tariffs have impacted the cost of their handcrafted wooden displays that they provide to retailers that sell Serious Lip Balm nationwide. The displays are sourced from a small business in South Carolina whose wood originates in China, forcing price changes and supply challenges. Khara and Megan now find themselves in a difficult position, deciding how to keep prices for their product affordable in the middle of a tariff war that is beyond their control.

Jessica & Jamie Allhands, Co-Owners – J Squared Aquatics

Aquarium owners in central Illinois have come to depend on J Squared Aquatics, a boutique aquarium and reptile shop, to keep their aquariums bright and full of life. Jessica Allhands and her husband, Jamie, own this brick-and-mortar on the main square in downtown Clinton. J Squared Aquatics is also well known for its quarantine process for all fish and reptiles before they leave the shop for new homes.

Like many retailers in the state, Jessica finds herself navigating the choppy waters of the ongoing international trade war, specifically the impact of new tariffs on her business. According to Jessica, new tariff costs can impact everything from tank decorations to the very fish she sells. As a hobby-rooted business dependent on discretionary income, price hikes linked to the new tariffs have Jessica concerned that aquarium enthusiasts might pull their toes out of the proverbial water, putting a real strain on her business.

Emily Gloekler, Owner – One Strange Bird

An unusual or eccentric person may be colloquially referred to as “one strange bird,” which is also the name of the unique gift store and art studio in Chicago’s Wicker Park neighborhood, owned by Emily Gloekler. Emily is a single mother who nurtures this creative space with boundless passion, with her business concept originally taking flight in the African nation of Tanzania in 2012. The merchandise in the store is not so much “strange” as it is unique, with Emily crafting and modifying many of the raw products she imports from overseas such as handmade cards, mugs, and infant onesies. Customers will also find a variety of knicknacks including candles, dish towels, and hand-crafted jewelry.

Like many retailers across Illinois, One Strange Bird is navigating the choppy turbulence of rising tariffs. Tariffs directly impact the raw products and materials that Emily purchases from her vendors which are urging her to “buy now” to avoid future price increases. It’s a ‘tough ask’ for One Strange Bird which runs its business on small margins and a lean budget. To better understand these challenges and how One Strange Bird plans to weather the storm, we sat down with Emily to talk tariffs.

Ty Paluska, Owner – Intuition Coffee + Juice

Thousands of miles from the source of the coffee sold at its store, Intuition Coffee + Juice in Peoria has built a loyal following of java aficionados in its two years of operations, in large part because of its wide range of far-ranging brews.

These days, Ty is forced to navigate a buying landscape that is far more bitter than a dark roasted Robusta, which is notoriously known as the sharpest of all coffee beans. As Ty noted during our conversation, coffee shops nationwide are caught in the crosshairs of the tariff battle, perhaps more profoundly than any other retail sector.

Rachel & Corey Glasson, Co-owners – Twinkle Twinkle Little One

The indiscriminate tug of the tariff turf war smacks with irony at Twinkle Twinkle Little One in Chicago’s Roscoe Village neighborhood. What should be a peaceful haven for expectant and new parents wanting car seats, strollers, gliders, cribs, dressers, clothing is rippling from the rocky ramifications of America’s global trade war.

Many of the items sold at this brick-and-mortar store of 18 years are manufactured in China, and so, like other infant stores nationwide, owners Rachel and Corey Glasson face price hikes for purchases of merchandise and a backlog of available inventory.

Holly Schulz, Owner – Hip Hip Hooray

When it comes to fun and games on Chicago’s North Shore, there is one independent retailer with perhaps the most unrivaled legacy of serving generations of families. Hip Hip Hooray in Glenview is like walking into the greatest toy box ever, with the aisles lined with contemporary and retro toys, games, and crafts for every age.

These days, Holly Schulz, owner of Hip Hip Hooray, faces a challenge to her business unlike any other, she said — including the COVID pandemic and the real estate crash in 2009. Given that the overwhelming majority of toys are manufactured in China and therefore subject to stiff new tariffs — and the specter of additional tariffs — we decided to speak with Holly about her reality as the owner of a toy store.

Zach Sweet, Owner – It’s All About Wine

This neighborhood brick-and-mortar opened its doors in 2006, establishing itself as the Capital City’s cozy and inviting wine destination. But the store is more than just a wine outlet. By day, Zach Sweet, who owns It’s All About Wine with his wife, Nancy, and father-in-law, John Roman, works the counter of the store selling beer, spirits, and of course, wine. At night, the store turns into a boutique wine bar, where customers come together to sip and share stories in a community setting with a well-earned reputation as a neighborhood hangout.

It’s All About Wine features educational classes, wine tastings, open mic nights, and live music; whatever it takes to bring together the community for the camaraderie of wine – with perhaps a few customers sipping on an IPA or bourbon neat.

We sat down with Zach Sweet to better understand his concerns about what rising tariff costs will mean for his business.