The political climate is having a measurable effect on retail: 40% of Americans say the 2020 election will impact which brands they shop with, according to the RetailMeNot 2020 Shopper Playbook, which collected its responses in late 2019. The political climate will have a direct impact on retail operations as well, with 90% of retailers making changes to how they market in 2020 because of the presidential election.
