Raising prices on consumers to cover the costs of President Donald Trump’s tariffs will be Target’s ‘very last resort,’ CEO Brian Cornell said Wednesday.

The remarks came as Target reported weaker-than-expected sales in its first quarter and cut its full-year forecast. The retailer, whose business hasn’t fared as well against rivals better known for bargain prices, has “many levers to use in mitigating the impact of tariffs,” Cornell said.

Major retailers appear to be treading cautiously around the question of price hikes after Trump slammed Walmart last weekend for warning that shoppers could pay more due to tariffs. In the days since, Target, Lowe’s and Home Depot have each made carefully worded remarks about the potential for higher prices or minimized discussion of tariffs altogether.

Walmart said last week that it customers would likely start seeing some prices climb as soon as this month because tariffs have created a more “challenging environment to operate in.” While presidents typically avoid appearing to dictate individual companies’ strategies, Trump castigated Walmart on his social media platform, demanding that it “EAT THE TARIFFS” and adding, “I’ll be watching, and so will your customers!!!”

“We’ll keep prices as low as we can for as long as we can given the reality of small retail margins,” Walmart told NBC News Saturday in response to Trump’s post. Days later, Home Depot all but ruled out near-term price hikes, citing its scale and supply-chain arrangements. Lowe’s barely mentioned tariffs when it reported earnings Wednesday but said just 20% of what its shoppers buy now comes from China, after years of diversifying its sourcing.

For Target, Cornell emphasized that tariffs were just one factor in a series of “massive potential costs” the company is grappling with. He pointed to consumer uncertainty over the direction of the economy and a high-profile backlash over Target’s watering down of its diversity, equity and inclusion policies. The retailer had expanded those initiatives after police murdered George Floyd in its hometown, Minneapolis, five years ago this weekend.

Target has rolled out discounts over the past year to lure inflation-weary shoppers and touted plans to expand its third-party marketplace to offer a broader range of items. To deal with new trade policy challenges, it’s negotiating with vendors, reassessing its product lineup and adjusting its foreign supply chain, Chief Commercial Officer Rick Gomez told investors Wednesday.

‘Half of what we sell comes from the U.S.,’ he said, adding that Target is expanding production in the United States and in other countries outside of China, whose exports currently face a 30% import tax.

Target’s stock fell more than 5% Wednesday during a broader market sell-off.

Some major companies that sell products at leading retailers have raised prices or said they’re considering doing so, including toolmaker Stanley Black & Decker, consumer products giant Procter & Gamble, sportswear brand Adidas and toy maker Mattel.

Mattel, the maker of Barbie dolls, has also come under fire from Trump, who threatened to hit it with 100% tariffs this month, after it signaled price hikes were on the table.

Big companies generally have more latitude to handle cost increases and other economic headwinds than their smaller counterparts. The U.S. Chamber of Commerce and independent business owners have warned that tariffs threaten to snuff out many small operators, chipping away at the competition for already large corporate rivals.

The National Retail Federation, which represents some of the biggest retailers in the country, has emphasized that risk in lobbying against new levies. “Small and medium-sized businesses will be disproportionately affected by the tariffs, with many saying they will have to raise prices or shut down,” it says on its website.

So far, “consumers are still spending despite widespread pessimism fueled by rising tariffs,” NRF Chief Economist Jack Kleinhenz said in a statement last week after retail sales eked out a modest 0.1% rise in April.

But even the largest multinational companies aren’t insulated from tariff-driven uncertainty, the NFR and industry analysts say. Like Target, several large firms have revised or scrapped their financial outlooks in recent weeks, unsure how the White House’s trade agenda will affect them. Nike plans to increase prices on several items between now and June 1, a person familiar with the matter told NBC News on Wednesday.

Not every retailer is voicing tariff jitters. The parent company of T.J. Maxx and Marshalls beat sales estimates Wednesday and maintained its full-year forecast. The discounter, which buys unsold merchandise from other brands that have already paid tariffs on much of it, said it expects to be able to handle the pressure from higher import taxes.

Sportswear brand Canada Goose, which makes popular winter jackets, also exceeded Wall Street expectations. But it joined the slew of companies pulling their forecasts for the rest of the year, citing an “unpredictable global trade environment.”

We now know who won the contest to attend an intimate dinner with President Donald Trump by buying his cryptocurrency — and he’s a familiar face to Securities and Exchange Commission regulators and law enforcement officials.

Justin Sun, a Chinese-born crypto entrepreneur, confirmed in an X post Tuesday that he was behind the account, labeled ‘SUN,’ that purchased the most $TRUMP meme coin to sit at the president’s table at a crypto-focused gala scheduled for Thursday.

‘Honored to support @POTUS and grateful for the invitation from @GetTrumpMemes to attend President Trump’s Gala Dinner as his TOP fan!’ Sun wrote. ‘As the top holder of $TRUMP, I’m excited to connect with everyone, talk crypto, and discuss the future of our industry.’

He capped the post with an American flag emoji.

Critics have blasted the dinner contest as potentially unconstitutional and a blatant opportunity for corruption. Trump has not publicly commented on the accusations, and the Office of Government Ethics has declined to comment. A White House official did not immediately respond to a request for comment Tuesday.

The Trump administration is not directly involved in administering $TRUMP coin. As for the dinner, a White House official said in a statement that the president ‘is working to secure GOOD deals for the American people, not for himself.’

‘President Trump only acts in the best interests of the American public — which is why they overwhelmingly re-elected him to this office, despite years of lies and false accusations against him and his businesses from the fake news media,” White House spokesperson Anna Kelly said.

While Trump has not been as aggressive in directly promoting cryptocurrencies as some campaign backers in the industry had hoped, his administration has abandoned or paused many pending cases that had been brought against crypto entrepreneurs and businesses.

That includes Sun, who was charged in 2023 with market manipulation and offering unregistered securities. Regulators sought various injunctions against him that would have largely prevented him from participating in crypto in the U.S. The Verge, a tech industry website, had also reported Sun was the target of an FBI investigation.

But in February, the SEC, now controlled by Trump appointees, agreed to a 60-day pause of the suit in order to seek a resolution.

Two months earlier, Sun purchased $30 million in crypto tokens from World Liberty Financial (WLF), the crypto venture backed by Trump and his family, the website Popular Information reported.

Eventually, Sun became the largest publicly known investor in World Liberty after he brought his funding total to $75 million.

According to Bloomberg News, per the terms of World Liberty’s financial structure, 75% of the proceeds of token sales like Sun’s get sent to the Trump family as a fee — meaning they may have directly earned as much as $56 million.

On Jan. 22 — two days after Trump was inaugurated — Sun posted on X, “if I have made any money in cryptocurrency, all credit goes to President Trump.”

In April, The Wall Street Journal reported that Joe Biden’s Justice Department had been investigating Sun, noting that researchers had estimated that more than half of all illicit crypto activity took place on Sun’s Tron blockchain platform. The Journal said it wasn’t clear whether the investigation was ongoing. It said Sun’s representatives declined to comment about what they called “baseless allegations about legal matters” while denying Tron enables criminal activity.

Sun may now be a multibillionaire, with a net worth estimated at $8.5 billion, according to Forbes. He reportedly was forced to spend $2 billion to shore up one of his crypto firms that was facing collapse in 2022.

He did not immediately respond to a request for comment about what he hoped to get out of the dinner with the president.

Sun has also earned headlines for purchasing ‘Comedian,’ an art installation composed of a banana duct-taped to a wall, for $6.2 million, and for buying lunch with Warren Buffett for $4.57 million.

Sports giant Fanatics is pitting fans against greats Tom Brady, Kevin Durant and Alex Rodriguez at an upcoming marketing event.

The company announced Tuesday it is introducing a skills-based competition at Fanatics Fest 2025, taking place June 20-22 in New York City. Fanatics says more than $2 million will be given away in prizes, including a $1 million cash prize for first place, a Ferrari 812 GTS for second place and a Lebron James collectors card worth $250,000 for third place. If no fans finish in the top three, falling short of the celebrity competitors, the highest-scoring fan will receive $100,000.

If a celebrity competitor comes in first, they take home the seven-figure prize.

“I think the thinking was, how do we create even more of an insane environment where fans and athletes and streamers are all running around, in this case, quite literally, having a great time and showcasing all of that,” said Lance Fensterman, CEO of Fanatics Events.

It’s the second Fanatics Fest after the inaugural event last year drew more than 70,000 fans and brought together major sports leagues and hundreds of current and former athletes. The offerings last year included league activations, autograph sessions and a trading cards and collectibles show.

This year, Fanatics is hoping to go even bigger — with a goal of bringing in 100,000 attendees — as the company continues to broaden its reach in sports marketing.

Michael Rubin acquired Fanatics in 2011 after merging it with his company, GSI Commerce. What began as a sports e-commerce platform has evolved in recent years into a diverse sports platform offering trading cards and sports memorabilia, live shopping, betting and gaming, as well as an events business.

Fifty fans will be selected to compete at Fanatics Fest 2025 against top talent that also includes comedian Kevin Hart, former New England Patriot Rob Gronkowski, Los Angeles Clippers shooting guard James Harden and Olympic gymnast Jordan Chiles.

The competition will include Major League Baseball pitching accuracy, National Hockey League slapshot accuracy, National Football League passing accuracy, a National Basketball Association shooting competition, a FIFA goal scoring challenge and a golfing contest. Fans can apply to participate by submitting a short video in the Fanatics app.

While Fanatics’ events business represents just a small fraction of business — last valued at $25 billion, according to a person familiar with the company — Fensterman said Fanatics Fest creates a lot of positive sentiment around the company.

“It’s incredibly impactful in terms of bringing the entire ecosystem together for the sole focus of delighting,” he said.