Donald Trump has been bending the EU’s arm over a trade deal ever since he returned to office. Over that time, he’s accused European countries of taking advantage of the United States’ ‘charity’ in funding NATO, as well as taking aim at what he perceives as their liberal politics. Trump had also been threatening a giant rise of EU tariffs to 30% on Aug 1, prompting European Commission President Ursula von der Leyen to rush to Scotland to negotiate with him in whatever free time he has between golf rounds. The deal sees the US imposing a 15% tariff on European goods while the EU removes or reduces tariffs on US goods. So the EU faces higher tariffs while the US gets better market access to the EU. EU officials aren’t happy, with EU trade chief Maroš Šefčovič saying it was made “under very difficult circumstances” and French Prime Minister François Bayrou saying it’s an act of “submission” to Trump. But it’s important to remember that these politicians have industry and bigger picture economics in mind rather than what individual consumers are paying in stores. Time to crack open the Californian wine! And, for your average Frenchman on the streets of Paris, it’s time to celebrate: Another genius trade deal by Trump. Americans will pay 15% tariffs to buy European products while Europeans will get American products tariff free.MAGA are the stupidest people on the planet.— Withnail Jones (@withnailjones) July 27, 2025 There being no tariffs on American products in Europe means they’ll be able to be sold for cheaper, meaning European buyers pay less. Conversely, European products being imported into the U.S. will face a 15% tariff, an additional cost that will be passed on to the American consumer. BREAKING: Trump just agreed to a trade deal with the European Union that places 15% tariffs on all imports. The previous rate was about 2%. That cost will be passed on to you. Art of the deal. pic.twitter.com/1cXyTyefZN— Trump Lie Tracker (Commentary) (@MAGALieTracker) July 28, 2025 You could argue that what’s good news for American big business will eventually be good news for regular Americans. After all, if major companies can fatten up their bottom line by expanding their markets to Europe, that might mean hiring sprees and new manufacturing facilities in the U.S. But that’s the theory, and there’s every chance any financial windfall could simply end up fattening up some CEO’s end-of-year bonus. Whatever the case, Europeans now get cheaper American products, and regular Americans get their wallets once again squeezed by Trump. Art of the deal, folks!