NRF Issues New Anti-Border Tax Ads

Small retailers highlighted in new campaign
April 18, 2017Allison Zisko

National Retail Federation adNRF's new anti-border tax ad
WASHINGTON—The National Retail Federation has launched the next phase of a television and digital ad campaign against House Republicans’ proposed border adjustment tax, building on the success of satirical “As Seen on TV” ads that described the BAT as an “everything tax” for American consumers. In the new campaign, three small retailers tell their own stories and convey their fears that the BAT would put them out of business.

National RetailErin Calvo-Bacci of CB Stuffer appears in the new NRF ad.
This newest phase of NRF’s campaign encourages viewers to go to stopthebat.tax to tell their members of Congress to oppose the BAT. The two-week television and digital ad buy is targeted at the congressional districts of several Republican members of the House of Representatives. In addition to digital ads featuring all three small business owners, the campaign will begin with a 30-second television spot sharing the story of Erin Calvo-Bacci, the owner of CB Stuffer, a specialty chocolate manufacturer and retailer in Swampscott, Mass.

In the ad, Calvo-Bacci says the BAT “will be devastating. … It means all of my costs are going to increase.” When asked what she wants lawmakers to know about BAT, she says, “I don’t want my company to go away. This is going to kill us.”

The other ads feature Vivian Sayward, owner of Vivacity Sportswear in San Diego, and Dave Ratner, owner of Dave’s Soda and Pet City in Agawam, Mass.

The BAT is included in the House Republican leadership’s “Better Way” plan for tax reform. According to the NRF, the BAT could cause retailers to see tax bills three to five times the amount of their profits, and smaller retailers are most at risk.

“Small business owners are already struggling to survive in an over-regulated marketplace, and the border adjustment tax would push many of them under water,” NRF Senior Vice President for Government Relations David French said. “Erin, Vivian and Dave represent the millions of Americans who have made enormous sacrifices to build their businesses and now are at risk of being taxed out of existence. Their stories are powerful not just because they are real, but because their fears transcend regional and partisan politics.”

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor
azisko@hfnmag.com

After 15 years of covering the tabletop industry, Allison Zisko is still as enthusiastic as ever about the dinnerware, glassware and flatware categories. An in-depth analysis of how the category works intrigues her just as much as the latest fashion trends. As managing editor, Allison oversees the daily e-newsletter and works behind the scenes to help produce the print issue each month. She also directs HFN’s housewares coverage and covers the cutlery category. An avid reader, Allison is eager to talk to anyone and everyone about the latest book they are reading.

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