As of last week, the “fact” that Amazon inflates its prices ahead of Black Friday to make their deals look “deal like” is part of the public consciousness. And with growing momentum, everything else is a rip-off too. This according to the only bit of real estate that matters: the space between the ears of consumers. The space that is filling up with rage.

Politics aside, let’s sit with the concept that Donald Trump really did win the US election because of the cost of eggs. Because with the cost of everything right now, incumbents are cannon fodder.

It’s enough to swing an election. It might not have been a rational decision for everyone who voted in the US but when asked in exit polls, ¾ of voters said they were angry. No matter what you think of the guy who won, he had the good fortune to not be the incumbent (vice incumbent?) caught in the hotseat when everything got too expensive.

We are all incumbents. We’re selling the stuff that got too expensive. Fair or not, that perception is seen as truth. Now anyone who sets a menu, has an online store, sells a ticket, owns a fleet of shopping carts or sticks a price tag on a box of band-aids is caught in the path of a rip-snorting snowball of wrath.

A snowball that starts out at breakfast the size of a shrink-flated muffin, picks up mass and sticker shock at a $22 drive thru lunch, grows to a groaning bad mood at a $100 bag of groceries and reaches a speeding avalanche of fuck you by the time that table for two with a bottle of Chateau Compromise clocks in at $200.

If you happen to be the proprietor of an online store, check your abandonments at check-out and at the pricing page. Betcha a $10 beer (plus tip and taxes) that abandonments are up by at least 20% over last year. It gets worse when you check the comments.

What to do? You’re caught in the trap of higher costs yourself! Here’s where to start. Look for what your customers are looking for. They’re trying to game a system they feel is gaming them. Packing into happy hours before the big kid prices come into effect. Pretending thrift shops are cool. Smuggling candy into movie theatres.

You have an opportunity to help them.