By Savyata Mishra and Arpan Varghese

Dec 3 (Reuters) – Retailers are trying various strategies to counter the drag from inflation and tariffs, from leaning on wealthier customers and celebrity ads to outright store closures.

Headed into the year-end shopping season, they have had mixed success as consumers have turned much more cautious – even as they opened their wallets for the Black Friday shopping season.

Among the retailers that reported thus far this week, Dollar Tree raised its annual profit expectations, American Eagle forecast an upbeat holiday quarter, Macy’s hiked annual targets and Zara owner Inditex surpassed expectations for fourth-quarter sales. Dollar General and Kroger will report quarterly results on Thursday.

“The unexpectedly positive results are likely a function o

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