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    Black Friday Shoppers Worry About Economy as Retailers Push Sales

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    Black Friday deals returned, drawing shoppers back into stores, but inflation worries left many companies unsure what the holiday shopping season would look like.After two years of pandemic improvisation and in-store restrictions, this year’s Black Friday felt like a return to normalcy.Shoppers who ventured out on Friday, and even those who didn’t, saw a deluge of deals that had been missing the past couple of years. Many retailers pushed lower prices both in stores and online in response to Americans having recently shown they were more than willing to wait for a discount before making a purchase.“I think we’re going back to what we had before the pandemic with what we’re offering on Black Friday,” said Stephen Lebovitz, the chief executive officer of CBL Properties, which owns about 95 properties, including shopping centers and malls across the United States. “There are changes, but it’s going to feel a lot more like 2019 Black Friday than anything in the interim years.”Still, near-record inflation and dwindling savings kept some shoppers home and left retailers unsure what the season would ultimately bring.Many well-off consumers remain stable financially and appear ready to spend, but others face far more economic uncertainty. That isn’t expected to change anytime soon. Analysts, economists and retail executives are monitoring a potential economic slowdown in the first few months of 2023 that could worsen consumers’ wariness.That makes the holiday season — always the most important time for retailers — even more crucial this year.As the day began at Macy’s Herald Square, the department store’s flagship location in Manhattan, there was a steady flow of customers, and store employees clapped as people entered. Some said they were excited to shop but had concerns over prices.Shoppers who entered the flagship Macy’s location in Manhattan were greeted with applause from store employees.Mathias Wasik for The New York TimesTammy Freeman, 59, from New York, stood at the front of the line near the store’s main entrance, ready for her annual Black Friday excursion. She said that she was eager to buy various items, including a case for her daughter’s laptop, but noted that inflation was changing her general approach to spending.“I have to budget more,” she said. “I have to catch the sales more.”Eighty percent of holiday shoppers are likely to make a purchase from Black Friday through Cyber Monday, according to a survey from Bankrate. People shopping online pulled out their wallets on Thanksgiving Day as well, with sales up 2.9 percent compared with a year earlier, according to Adobe Analytics, which tracks online sales. Adobe estimated that online spending for the holiday season would increase 2.5 percent from last year. It said it had calculated that online prices were down 0.7 percent in October compared with last year, largely because of early holiday deals, though they rose 0.3 percent from September.On Friday, bargain-hunting shoppers definitely seemed to have the power. Stores posted signs advertising 50 to 60 percent off items. At a Target in Springfield, Ill., shoppers walked around with 65-inch televisions in shopping carts, and some wore matching T-shirts that said “Gather, gobble and shop.”In San Francisco’s Union Square, it was relatively quiet. By 7 a.m., when the line outside Macy’s had dissipated, it felt “more or less like a normal day,” said Clifford Cheng, a retail associate at the store.At a nearby Neiman Marcus, only about a dozen shoppers waited outside ahead of the store’s 9 a.m. opening. Natali Carrasco, 20, and Batechaa Steele, 20, were first-time Black Friday shoppers at the luxury department store.“We always come and shop here, but we always buy full price, so we wanted to see the sales,” Ms. Carrasco said.Shoppers have already cut back on some discretionary purchases, leaving many retailers with excess inventory.Nic Antaya for The New York TimesEven before the start of the season, some shoppers were already cutting back on discretionary purchases, leaving retailers with an unusually high level of inventory. They want to unload as much of that as possible before the start of the new year. “The more sales merchandise that they move through now the better,” said Kristen Gall, president of the online platform Rakuten, which offers cash-back deals. “Because if you get caught holding a lot of inventory in January and February and consumers pull back because things feel significantly more recessionary, that’s where the worry comes in for retailers.”Despite the economic unease shoppers have expressed, retailers said they were optimistic.“Even in really tough years Black Friday is a very strong day for us,” Jeff Gennette, Macy’s chief executive, said in an interview.And there were promising signs. Forty percent of consumers said they planned to shop in malls this holiday season, higher than the 35 percent of consumers who did during the 2019 Christmas season, before pandemic lockdowns, according to a survey from the consultancy KPMG. Last year, the number of shoppers who said they planned to venture inside a mall was 31 percent.Americans were also still purchasing gifts online. Adobe said online sales for Black Friday were expected to total $9 billion, up 1 percent year-over-year..Retailers took different approaches to entice shoppers to spend. Macy’s did not bring back the opening doorbuster deals — which went away during the pandemic amid social distancing guidelines — and instead offered sales throughout the day. It also continued the pandemic-era tradition of having Santa take photos with children while seated behind a desk, a sign that Covid concerns remain.J.C. Penney leaned back into doorbusters for the first time since 2019 because it said it wanted to motivate discount-focused shoppers to get out to stores. For its 5 a.m. doorbusters, the department store chain deliberately kept “pre-inflation pricing” on key items like Instant Pots, bath towels and boots. Signs in stores trumpeted 65 percent off discounts. Shoppers lined up outside the J.C. Penney in El Paso, Texas, before it opened at 5 a.m, on Friday.Justin Hamel for The New York Times“We think we’ll have a big volume of customers at the store, and to bring them in we know that value is very important to the consumer right now,” said Marc Rosen, J.C. Penney’s chief executive.On its website, the mall owner CBL highlighted the discounts that stores like H&M and the children’s apparel retailer Carter’s were offering. Other retailers employed a similar strategy in the days leading up to Black Friday. J. Crew on Monday advertised 50 percent off purchases. On Gap’s website, a large black banner scrolled atop the page saying “HPY BLK FRI” and highlighting 50 percent off deals with an additional 10 percent markdown.There are risks for retailers, however, in relying more heavily on deals. The practice erodes profit margins that buoyed them during the pandemic, when many Americans spent plenty on all sorts of goods and retailers did not feel the need to entice them with too many deals. There are also worries that shoppers will become so accustomed to sales that they will only buy when promised a lower price.“Consumers understanding that they can wait out discounts, coupled with retailers’ drive to move goods, likely means that this Black Friday will be more important than Black Friday has been in a long time,” Simeon Siegel, a managing director at BMO Capital Markets, said. “Whether that’s good for the brands, whether that’s good for the consumer — that’s a separate conversation.”Retailers are also competing more with entertainment options, like concerts and dining out at restaurants, than they have in the past couple of years. Consumers are expected to allocate a larger share of their holiday spending on experiences this year compared with last. The average amount that middle-income Americans, who make between $50,000 to $99,000 annually, spend on experiences is expected to increase 15 percent this year, according to a survey released in October from Deloitte.Of course, not every retailer places so much importance on Black Friday.The outdoor equipment retailer REI has remained closed on the day since 2015. This year, the company said it had decided to permanently give its workers a paid day off on Black Friday, encouraging them to spend time outside instead.But that was the exception. Even while the total sales for Black Friday were still being tallied, many retailers were already looking to further entice shoppers by rolling out advertisements for more discounts on Monday.“We believe that the consumer is quite aware of the fact that there’s plenty of inventory out there,” Richard Hayne, the chief executive of Urban Outfitters, said on a call with analysts this month. “And what they’re doing is waiting for big promotional events that normally occur on Black Friday and Cyber Monday in order to make their purchases.”Retailers may need to offer more deals, he said, but “I don’t believe it will be a total blood bath.”Isabella Simonetti More

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    Billions of Dollars at Stake in a Puzzling Holiday Shopping Season

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    It promises to be unpredictable, with retailers and consumers still figuring out how much will be spent and on what kinds of goods.No one quite knows what to make of this year’s holiday shopping season. But billions of dollars are riding on it.After two pandemic holiday seasons messed with doorbusters, party plans and supply chains, retailers were hoping that this year would be a return to sanity. But just as it started to appear that families and stores could pull out their old playbooks, along came near-record inflation and the war in Ukraine, only increasing general unease about the state of the world.Some things are looking up. The pandemic has receded, supply chains generally stabilized, and the labor market is strong.But in March, the Federal Reserve started raising interest rates to slow down inflation, just as retail executives were making plans for which toys, wreaths and fuzzy socks shoppers would buy come winter. To try to ensure a robust shopping season, retailers leaned in early and often. Christmas trees showed up at Costco in August. Amazon threw what amounted to a second Prime Day in October. And it seems every day has brought ads for Black Friday deals, like the ones that Target offered throughout October.Still, shoppers seem confused. Should they buy now or later? Purchase for a lot of people or put a priority on a few? Give items or shared experiences? Trust online deliveries or go with local shops?“The truth is, we don’t know whether consumers will spend more or less on gift giving or whether they’ll do more shopping online or in the mall,” Etsy’s chief executive, Josh Silverman, told investors recently.That has left companies making predictions for the all-important retail season that amount to a shrug.“We’re not quite sure how strong holiday spending will be versus last year,” Brian Olsavsky, Amazon’s finance chief, told investors in October, “and we’re ready for a variety of outcomes.”Or, as Peter Boneparth, the chair of Kohl’s board, told analysts this month, “I think everybody believes that Christmas will come, but I don’t think anybody out there knows for sure exactly what’s going to happen.”Feeling inflation’s squeezeMathias Wasik for The New York TimesInflation is on everyone’s mind. Higher prices on all sorts of items have made people rethink what they’re buying and whom they’re buying for. While inflation is moderating slightly, it’s at the highest levels since Indiana Jones was bullwhipping raiders of the Lost Ark at the mall cineplex.More on Big TechMicrosoft: The company’s $69 billion deal for Activision Blizzard, which rests on winning the approval by 16 governments, has become a test for whether tech giants can buy companies amid a backlash.Apple: Apple’s largest iPhone factory, in the city of Zhengzhou, China, is dealing with a shortage of workers. Now, that plant is getting help from an unlikely source: the Chinese government.Amazon: The company appears set to lay off approximately 10,000 people in corporate and technology jobs, in what would be the largest cuts in the company’s history.Meta: The parent of Facebook said it was laying off more than 11,000 people, or about 13 percent of its work forceThe National Retail Federation predicts that holiday sales in November and December will increase 6 to 7 percent from last year, but that’s below the rate of inflation.“Folks are really looking for deals this year,” said Melissa Burdick, who spent a decade at Amazon and founded Pacvue, which helps big brands sell online. “They’re shifting what they’re buying to favor lower-priced brands and more necessary items.” She summed up the sentiment as: “I used to want Bose headphones. Now I will buy chips on sale on Amazon.”Cristian Tinoco, 19, who works 45 hours a week at a gym in Seattle and attends community college, said his family would focus on spending Christmas together after a rocky year.“Gas has especially gone up. I probably spend about $400 a paycheck on gas because I commute 35 minutes each way, each day. I have three siblings, so my parents have four kids at home and spend more than $1,000 a month on groceries. I help sometimes pay for food with my paycheck.“My student loan application got messed up, so I’ve been paying for college out of pocket. I don’t want to drop out. I may finally be able to start saving. I want to buy a truck — it just feels like me.”The experience is the thingPeople spent two pandemic years buying stuff. With stimulus checks, rising wages and nowhere to go, last year’s holiday season generated the biggest annual growth in retail spending on record — 14.1 percent.This year, Covid-19 travel restrictions have eased, and masking mandates are virtually gone. Retailers are bracing to lose out on spending as more people go on trips, attend concerts and eat out.The Transportation Security Administration said screenings were up 33 percent from last year, and concert bookings are up 51 percent, according to Eventbrite.“They were reminded that life is very short, and coming out of this pandemic they want to experience life again,” Mike Daher, an executive at the consultancy Deloitte, said.Mary Anna Ball, 25, a ballerina and research analyst in West Virginia, usually starts squirreling away Christmas gifts in July but this year wants to give gifts that will help her family experience the world.“I love sweaters and little kitschy things like that, but I know not everyone is that way, and you’ll kind of remember the experience more than when you’re going through your clothes of, ‘How did I get this sweater?’ If you give an experience, that’s something you’ll remember a bit longer, or maybe it’ll introduce you to a new hobby or something like that.“I have two younger brothers. Some people get siblings tattoos. I refuse to do that. But they’ve said it would be fun to go skydiving one day. I thought, I can get them a voucher and, whenever they can, they can just go down and skydive or something.”Christmas came early in many storesMathias Wasik for The New York TimesGetting what you want this year shouldn’t be a big issue. Remembering last year, when popular items were stuck at ports or somewhere in the Pacific Ocean, brands ramped up production, and retailers ordered more products. They did this earlier than usual to make sure items arrived on time, but the supply chain improved. When orders arrived earlier than expected, retailers piled items in warehouses that in some cases were already stuffed with merchandise ordered in 2021.That, combined with uncertain consumer demand, left retailers with record-high inventories, according to data from the Census Bureau.That’s leading to more deals and a hodgepodge of goods on store floors, no matter the season. In other words, Christmas came early to stores.Mike Campese, a guitarist and instructor in Las Vegas, knew this year was going to be strange when he saw holiday merchandise unusually early.“The other day, I was in Costco, and as soon as you walk in, the very first aisle is the Christmas stuff. It is still September! Oh, my God.“It is the earliest I have seen it. Usually the day after Halloween it’s like the malls are playing Christmas tunes and the decorations are up. Some people go shopping in September. I can’t do that. I am not in the spirit yet.”Waiting on deals, even for everyday itemsAmazon tried its best to hype an early holiday sale at the start of October. Some of the top-selling products in the United States — like Crest Whitestrips and protein powder — weren’t exactly typical presents.“No one is buying gifts for Christmas,” said Jason Murray, an Amazon veteran whose company, Shipium, advises online retailers. “They are buying for themselves.”It doesn’t matter much to retailers, who used the early holiday sales to try to offload products before most shoppers had even picked out their Halloween costumes. But it signaled that shoppers are motivated by deals, no matter what they’re for. After two years of limited discounts, shoppers are showing they are willing to hold out for a bargain.Brands are getting on board. “We made too many,” the bike maker Specialized said on its website, telling customers that they can “save BIG.”Rakuten, an online platform that offers deals and shopper rewards, said retailer participation in Black Friday and Cyber Monday promotions was the “biggest in the last three years.”Natalie Rodriguez, 47, who works for the Indiana Department of Revenue, said the products on sale weren’t what she wanted to give for Christmas.“I am really cognizant of those deals that are coming up right now. I think it is a grab to see who gets my money first. Am I taking advantage of it because I perceive it was a deal?“On the Amazon sale, I had 150 things in my cart and saved for later, but I didn’t see anything that is comparable to what I would think is a Black Friday deal. When I was a kid, Black Friday was superlow-cost, like 80 or 90 percent off. Most of what I saw was 30 and 40 percent on some items. It’s like, ‘Nah, I will just pass,’ especially if it is not an essential item. Crest Whitestrips were a great deal, but I don’t need them right now.“All I got was a $50 gift card with a $10 bonus on it.”On-time arrival, finallyFor years, largely spurred on by Amazon, consumers got used to fast shipping — often in two days or less. The pandemic upended that. Driver and inventory shortages meant people had to plan ahead.This year, industry experts do not expect another Shipageddon. There are more than enough delivery and warehouse workers to meet demand. Shippers should be able to deliver 110 million packages a day, almost 20 million more than shoppers are expected to order, according to ShipMatrix, a consultancy.“Because of experiences of what has gone on with global supply chains in the last few years, folks are stretching the holiday season over a longer period,” said Jamil Ghani, the vice president of Amazon Prime.Miranda Rosas, 21, a student at the University of California, Merced, was nervous about late-arriving Christmas gifts, so she started ordering last month.“Shipping last year was so awful, and a lot of items that I ordered a little bit last minute came in time, thankfully, but it took a long time. I tried to start a little sooner.“I really thought that it was going to take a couple weeks or a whole week and then it would ship and then it would take another two weeks to come. Now, a lot of my stuff it’s been like, ‘Oh! Already?’”Luxury is its own thingMathias Wasik for The New York TimesThe vibes are good for people with money to spare.More than three-quarters of luxury shoppers say they plan to spend the same as or more than last year, according to a survey from Saks. Twice as many as last year said they planned on dressing up in formal attire for the holidays, and 40 percent wanted to “self-gift” shoes. Luxury goods companies are giving signals that they’re confident about the U.S. market. This month, Estee Lauder agreed to buy Tom Ford for $2.8 billion, widening its reach into fashion apparel.“Customers are going back to a social life,” said Geoffroy van Raemdonck, chief executive at Neiman Marcus, whose top customers spend an average of $25,000 a year with the brand. “This is one of the first holidays that they feel more comfortable sharing it with their loved ones. I think that there’s a lot of good things coming with the holiday.”Sabah Essa, 49, a style adviser at Neiman Marcus in Atlanta, has been working with her clients, who include doctors, housewives, reality-TV stars and young professionals, to build their holiday wish lists.“Mostly everyone wants a big expensive piece compared to last year. For example, someone maybe got a Prada bag last Christmas, and now they’re upgrading it to high-end jewelry.“They want to find an outfit for going out to dinner or a party or birthday or to grab a gift for another friend. Everybody is just really happy to go out, and they can go without a mask.“A lot of them are also traveling. They want their suitcase to be all new stuff.“One client wants to give his wife 30 different gifts for her turning 30. He wants to have that plus Christmas because her birthday falls right around Christmas. The gifts are all different ranges, from stocking stuffers to high-end jewelry to Chanel bags to shoes — a lot of shoes, from sneakers to heels to boots.“It helps that we offer our clients a glass of champagne when they come in to make it easy for them to shop. Or if they want a cup of tea or coffee. It’s more fun than the years in the past now.”Interviews have been lightly edited for clarity. More

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    Amid Inflation, Retailers Brace for Strapped Holiday Shoppers

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    Retailers have navigated pandemic closures and supply chain snarls in recent years. But dealing with the fallout from inflation could be an even tougher test.In 2020, it was pandemic closures and social distancing. Last year, it was the supply chain. Now, the problem is demand.For retailers, that may make this holiday season their biggest test yet.The holidays are the most important time of the year for retail. November and December can account for up to a quarter of the annual sales of department stores and specialty retailers. Companies place orders for seasonal and holiday merchandise months in advance so that they have enough stock on hand. The primacy of the holiday season has pretty much held steady, even during the turbulence of the pandemic. Whether through curbside pickup operations or a pivot to more expensive air deliveries during last season’s crunch, retailers still benefited from people ready to spend on all manner of products.Now, as Americans head into the season when they’re prodded to spend with abandon on holiday gifts, they aren’t showing the same willingness to do so.“You’ve had consumers that have had to weather a lot,” said Vivek Pandya, a lead analyst at Adobe Digital Insights, pointing to higher prices for gas, groceries and everyday services that have defied the Federal Reserve’s efforts to control inflation.Overall consumer demand for everyday goods and services remains robust and prices continue to increase at a faster-than-expected pace, but nearly 60 percent of U.S. shoppers say finances are factoring into their holiday shopping decisions, according to a survey by Sensormatic Solutions released this month. That’s up from 14 percent last year. One in five holiday shoppers will spend less this season because of a changed economic situation, a recent survey from the NPD Group, a marketing research firm, found.This holiday season, retailers “have to think about and pivot a little bit more to win the consumer compared to only thinking about the profit margin from the purchase,” Mr. Pandya said. “Now, with demand being weaker, they really have to go out of their way to advertise to consumers and get consumers with the highest likelihood to spend.”But discounts eat into retailers’ profit margins, and they have been able to employ that strategy only sparingly in recent years. During last year’s holiday season, in particular, retailers recorded bigger margins thanks to supply chain logjams. Inventory was low, and shoppers were clamoring to get their hands on products. The result: fewer discounts.“A lot of that is going to reverse, if not more than reverse, across department stores and specialty apparel,” said David Silverman, a senior director at Fitch Ratings. “Consumers are less compelled to buy, and they’re going to need the call to action.”A difficult holiday season for retailers could lead to restructurings and layoffs in 2023.John Taggart for The New York TimesIt’s a very difficult time for any company that sells things. The Fed has spent this year trying to combat near-record inflation by raising interest rates to tamp down consumer spending. Retailers have too much merchandise that shoppers no longer want. Consumer spending on durable goods has been easing over the past couple of months, according to data from the St. Louis Fed. Many retailers have recently revised their full-year financial outlooks, halted hiring and closed stores.Amazon is freezing corporate hiring for its retail business for the rest of the year. Peloton is laying off about 12 percent of its work force in its fourth round of job cuts this year. FedEx is halting hiring and closing stores as demand falls. Walmart plans to hire fewer seasonal workers this year. The Gap is cutting 500 corporate positions.Inflation F.A.Q.Card 1 of 5What is inflation? More

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    Retailers Stumble Adjusting to More Selective Shoppers

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    In earnings reports this week, companies showed it has been a struggle to adapt to a consumer mind-set that is vastly different from what it was during much of the pandemic.This hasn’t been the year retailers planned for.After two years of navigating the pandemic — which brought record online sales and shoppers willing to buy all manners of items, to the point that the global supply chain became strained — executives knew a new normal would take shape.Sales might slow, the thinking went, but people would still want TVs, fashionable dresses and throw pillows. So, with supply chain issues in mind, companies stocked up. But this spring it became clear that those items weren’t selling quickly enough. As people watched the prices of food and gas rise, their spending became more selective, leaving retailers with shelves of inventory they couldn’t get rid of.The magnitude of the miscalculation was crystallized this week in a batch of quarterly earnings from major retailers like Walmart and Target, which showed a mix of declining sales of discretionary goods and lower profits. A number revised their guidance, lowering expectations for both sales and profits for the rest of the year. A glut of inventory weighed on companies’ balance sheets: Inventory at Walmart rose 25 percent from this time last year. At Target, it increased 36 percent. And Kohl’s said inventory was up 48 percent. “Since our last earnings call in May, a weakening environment, high inflation and dampened consumer spending are having broad implications across much of retail, especially in discretionary categories like apparel,” Michelle Gass, the chief executive of Kohl’s, said on a call with analysts. “Given our penetration in these categories, this is disproportionately impacting Kohl’s.”Taken together, the results show that the robust sales retailers grew accustomed to during the course of the pandemic have ceased — and the consumer landscape that awaits may be more austere than what they prepared for. (There were exceptions. Home Depot, for instance, said sales were still strong, driven by home improvement projects.) On earnings calls, executives said lower- to middle-income consumers were the most hesitant to spend. Stores are responding by pushing more discounts and highlighting private-label brand to shoppers, and, in some cases, canceling billions of dollars’ worth of orders with vendors. It remains to be seen which strategies will be most effective.Inflation F.A.Q.Card 1 of 5Inflation F.A.Q.What is inflation? More

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    Baby Formula Shortage Has an Aggravating Factor: Few Producers

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    With just a handful of companies making U.S. infant formula, a shutdown of Abbott’s plant had outsized impact on the supply.In the early 1990s, the nation’s biggest makers of baby formula were under fire.The three largest manufacturers, which controlled 90 percent of the U.S. market at the time, were hit with waves of state, federal and corporate lawsuits, accusing them of attempting to limit competition and using their control of the industry to fix prices. Most of the lawsuits were settled or, in some cases, won by the companies.Three decades later, the $2.1 billion industry is still controlled by a small number of manufacturers, who are again in the cross hairs over their outsized market share.The infant formula market was plunged into disarray when Abbott Laboratories voluntarily recalled some of its most popular powdered formulas in February and shut down its plant in Sturgis, Mich., after four babies who had consumed some of Abbott’s products became sick with bacterial infections.Abbott, which controls 48 percent of the market, has said there was no evidence its formula caused any known infant illnesses and that none of the tests performed by regulators have directly linked the cans of formula the babies consumed to the strains of bacteria, Cronobacter sakazakii, found at the plant.But the ripple effects from that single plant closing have been widespread, highlighting the market power of a single manufacturer and the lack of meaningful competition in an industry governed by rules and regulations designed to protect the incumbents.Stores are limiting purchases of baby formula, with shelves in many markets completely bare. Panicked parents of newborns are calling on friends and family to help locate food for their babies, with some resorting to making their own formula at home. And while the Abbott plant was given the green light this week to start manufacturing again — a move that will still take weeks to rebuild inventory on store shelves — there are growing calls from lawmakers for major changes to how the industry operates.“When something goes wrong, like it has here, you then have a major, serious crisis,” said Representative Rosa DeLauro, a Connecticut Democrat who released a scathing 34-page whistleblower report from a former Abbott employee detailing safety and cleanliness issues at the Sturgis plant. She argued that the industry should be broken up and efforts should be made to promote competition to avoid future shortages.Senator Tammy Duckworth, an Illinois Democrat, urged the Federal Trade Commission last week to conduct a broad study of the infant formula industry and whether market consolidation has led to the dire shortages. Top Biden administration officials have also lamented the power of a few players. On Sunday, Transportation Secretary Pete Buttigieg said the Biden administration should do more to address the industry’s “enormous market concentration.”“We’ve got four companies making about 90 percent of the formula in this country, which we should probably take a look at,” Mr. Buttigieg said on CBS’s “Face the Nation.”Read More on the Baby Formula Shortage A Desperate Search: As the United States faces a baby formula shortage, some parents are rationing supplies, or driving for hours in search of them. A Misleading Narrative: Amid the crisis, Republicans have suggested that the Biden administration is sending baby formula to immigrants at the expense of American families. An Emotional Toll: The shortage is forcing many new mothers to push themselves harder to breastfeed and look for ways to start again after having stopped. What Not to Do: As they struggle to cope, some parents have resorted to strategies like watering down their formula. But there are risks.Today, Abbott is the biggest player. Mead Johnson, which is owned by the conglomerate Reckitt Benckiser, and Perrigo, which makes generic formula for retailers, control another 31 percent. Nestlé controls less than 8 percent.In part, the lack of competition stems from simple math: Few companies or investors are eager to jump into the infant formula industry because its growth is tied to the nation’s birth rate, which held steady for decades until it began dropping in 2007.But the factors that long ago led to the creation of an industry controlled by a handful of manufacturers are primarily rooted in a tangled web of trade rules and regulations that have protected the biggest producers and made it challenging for others to enter the market.The United States, which produces 98 percent of formula consumed in the country, has strict regulations and tariffs as high as 17.5 percent on foreign formula. The Food and Drug Administration maintains a “red list” of international formulas, including several European brands that, if imported, are detained because they do not meet U.S. requirements. Those shortcomings could include labels that are not written in English or do not have all of the required nutrients listed. This week, the F.D.A. said it would relax some regulations to allow for more imports into the United States.Trade rules contained in the United States Mexico Canada Agreement, which replaced the North American Free Trade Agreement, also significantly discourage Canadian companies from exporting infant formula to the United States. The pact established low quotas that trigger export charges if exceeded. American dairy lobbying groups had urged officials to swiftly pass the agreement and supported the quotas at the time.But perhaps the biggest barrier to new entrants is the structure of a program that aims to help low-income families obtain formula. The Special Supplemental Nutrition Program for Women, Infants, and Children, better known as WIC, is a federally funded program that provides grants to states to ensure that low-income pregnant or postpartum women and their children have access to food.The program, which is administered by state agencies, purchases more than half of all infant formula supply in the United States, with about 1.2 million infants receiving formula through WIC.State WIC agencies cannot just buy formula from any manufacturer. They are required by law to competitively bid for contracts and select one company, which becomes the exclusive provider of formula for all WIC recipients in the state. In exchange for those exclusive rights, manufacturers must provide states significant discounts for the formula they purchase.David E. Davis, an economics professor at South Dakota State University, said that exclusive system could make it more difficult for smaller companies to break through. Although manufacturers may sell products to states below cost, Dr. Davis’s research found that brands that secure WIC contracts gain greater prominence on store shelves, creating a spillover effect and resulting in larger sales among families that are not WIC recipients. Doctors may also preferentially recommend those brands to mothers, his research found.The formula shortage is causing retailers to limit purchases, with shelves in many markets completely bare.Kaylee Greenlee Beal for The New York Times“If you don’t have the WIC contract, you’re pretty much a small player,” Dr. Davis said. “Because that locks you out of the WIC market and it pretty much locks you out of the non-WIC market. So firms bid very aggressively to get the WIC contract.”Only three companies have contracts to supply formula through the program: Abbott makes up the largest share, providing formula to about 47 percent of infants that receive WIC benefits, while Mead Johnson provides 40 percent and Gerber, which is manufactured by Nestlé, provides 12 percent, according to the National WIC Association.Navigating the Baby Formula Shortage in the U.S.Card 1 of 6A growing problem. More