BERLIN (AP) — Marie-Louise Eta was in little mood for celebrating after making her debut as the first female coach in the Bundesliga on Saturday.
Eta was feted by the Union Berlin fans before the game, but the team was unable to live up to the sense of occasion as it slumped to a 2-1 defeat at home to Wolfsburg, which was previously winless in 12 games.
Click to Gallery
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta reacts during the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta looks on during the warm up prior to the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta reacts during the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta looks on during the warm up prior to the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta looks on during the warm up prior to the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
Eta had spoken before the match of just wanting to get on with the job, deflecting attention from her own barrier-breaking achievements, and focusing instead on her task of securing Bundesliga survival for Union.
She was appointed as interim coach with five games to go before the end of the season. Now it’s four, and Union is a point closer to the relegation zone, just six points away, despite dominating toward the end against Wolfsburg.
“First of all, of course I’m disappointed that we lost this game. But I’m very happy with how we approached it today, with the lads’ performance," Eta said. "We talked about a lot of things this week. We also saw the lads training with good energy, with great conviction, and we implemented the plan we’d developed over the past few days very well today.”
Her team missed a host of good chances, with Wolfsburg goalkeeper Kamil Grabara proving to be the decisive figure, while lapses at the back allowed Patrick Wimmer and Dženan Pejčinović to score early in each half for the visitors.
“Today it was simply about focusing on the essentials. In the end, it was about football, and I was really looking forward to playing this Bundesliga match here," Eta said. "Ultimately, it’s bitter and disappointing that we’re leaving here without any points.”
The 34-year-old Eta became the first female coach across the top divisions of the “big five” European leagues in men’s soccer, but she didn’t dwell at all on her achievement.
Before the game, Union fans greeted each player’s name during the lineup announcement with a roar of “Fussballgott!” (football-god), and there were cheers and applause when it came to announcing the coach’s name.
“Fussballgottin!” the fans roared — football-goddess.
Eta previously became the first female assistant coach in the men’s Bundesliga in 2023, also at Union, and had been coaching the under-19 men’s team at the club, where she’s affectionately known as Louie.
She made four changes to the team that lost at bottom side Heidenheim the weekend before, bringing back Union veteran Christopher Trimmel.
“For Louie, of course it’s difficult to impose all the new things in just three or four days so everything can be implemented immediately. That’s perfectly understandable. It would have been difficult for any coach, and yet we still managed to execute a solid match plan well. A lot of things worked out,” Trimmel said. “I’m staying positive.”
Union next faces Champions League-chasing Leipzig away, then relegation-rival Cologne at home. It will face former coach Urs Fischer – who led the team to promotion in 2019 – at Mainz, before ending the season at home against Augsburg on May 16.
“We clicked quickly,” Union defender Derrick Köhn of Eta’s impact as head coach. “She shared her game plan with us, and we implemented what she gave us. There’s not too much new, so we feel very, very comfortable with her. We tried, especially today, to give her the win as a present, but unfortunately, we didn’t succeed. As I said, we’ll move on. We’ll try to analyze this and then prepare for Leipzig and try to give her her present there.”
AP soccer: https://apnews.com/hub/soccer
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta reacts during the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta looks on during the warm up prior to the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta reacts during the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta looks on during the warm up prior to the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
New head coach of German Bundesliga soccer club 1. FC Union Berlin Marie-Louise Eta looks on during the warm up prior to the German Bundesliga soccer match between FC Union Berlin and Wolfsburg in Berlin, Germany, Saturday, April 18, 2026. (AP Photo/Ebrahim Noroozi)
NEW YORK (AP) — U.S. consumers haven’t stopped spending money since the Iran war drove up fuel prices, but many shoppers are reassessing what they buy and where, according to company executives and retail analysts.
The behavior changes observed so far are subtle, such as altered routines for buying gasoline and fewer visits to clothing and furniture stores. They also are uneven across the population. During recent earnings calls with analysts, executives from American mainstays like Walmart, McDonald's and Dollar General cited overall shopper resilience as well as noticeable cutbacks by lower-income customers.
But the new signs of strain cited by major retailers as generous income tax refunds helped shore up their sales make some economists and analysts think they will see a wider retrenchment when the refunds are gone and consumers face the cumulative impact of more expensive gas and higher prices for food, clothing, insurance and other goods and services.
Trevor Chapman, a communications executive in West Hills, California, said that instead of going to a local independent gas station, he and his wife now plan their fuel stops around Costco stores with filling stations. The couple also is doing more online food shopping to avoid impulse buys, he said.
“Gas is a kind of catalyst,” Chapman said. “It trickles down into the entire budget. We’re trying to keep everything as normal as possible. But it’s starting to feel like it’s adding up more and more.”
Well before the U.S. and Israel launched the war, many consumers already were being more choosy with their discretionary purchases, fatigued by several years of stubborn inflation and tariffs on imported goods imposed last year.
The U.S. Commerce Department reported last week that higher prices, not more purchases, accounted for most of the growth in Americans' spending in April, when a key inflation gauge reached the highest level since October 2023.
Members-only warehouse stores like Costco, Walmart's Sam's Club and BJ's Wholesale Club have seen more traffic at their fuel pumps since the war began in late February, according to the companies. Fuel typically costs less at the wholesale clubs.
But many drivers are not filling their tanks up, Walmart Chief Financial Officer John David Rainey told analysts late last month. For the first time since 2022, Walmart customers and Sam’s Club members are buying an average of less than 10 gallons per trip, he said.
“That’s an indication of stress,” Rainey said.
Costco members also are making changes. They are visiting store gas stations more frequently to “top up in between what would have normally been a gap between getting the tank to empty because of the concern about what might the gas price be tomorrow,” Chief Financial Officer Gary Millerchip said in late May.
Meanwhile, the gas price surge has hurt convenience stores, where 80% of all fuel is sold in the U.S., according to Jeff Lenard, a vice president at the National Association of Convenience Stores.
A sales analysis by the trade group found that the number of pump transactions at the properties of 130 convenience store companies fell by nearly 10% across March and April compared to the same two months last year. The number of sales inside the companies' stores dropped by 10.4%, according to the analysis.
“When you lose gallons to the big box, you also lose in-store sales," Lenard said.
Higher gas prices did not stop many Americans from dining out in the first two months of the war with Iran. Tax refunds helped, the National Restaurant Association said. Customer traffic at U.S. restaurants in April was unchanged from the same month last year, although a 2.6% increase in restaurant spending resulted largely from higher menu prices, according to market research firm Circana.
But cracks are starting to form as budget-conscious U.S. residents shoulder the combined weight of paying more for gas and other consumer goods on top of increasing costs in other areas from inflation past and present.
The price of gas won't help bring customers with household incomes of $45,000 or less back to U.S. fast-food restaurants, McDonald’s Chairman and CEO Chris Kempczinski said last month. People in that income group began scaling back their fast-food purchases after the period of inflation that accompanied the end of the COVID-19 pandemic, and the trend picked up speed last year.
U.S.-based restaurant consulting firm Revenue Management Solutions analyzed 14.6 billion restaurant transactions from the last four years and found that as gasoline gets more expensive, restaurant visits gradually decline, according to Chief Research Officer Sebastián Fernandez. The analysis indicated the impact doubles when gas hits the $4 mark, which it did as a nationwide average on March 31.
Consumers also are making concessions when they shop for groceries, according to Stew Leonard, president of an eight-store supermarket chain his father founded, Stew Leonard's. He's noticed customers buying meat in bulk to freeze and being less tempted to buy the products showcased during live food demonstrations or offered for sampling.
“It's telling me that people are sticking more to their shopping list,” Leonard said.
Dollar General CEO Todd Vasos also cited $4 a gallon gas as a tipping point that had more consumers with household incomes above $100,000 frequenting the discount chain. Vasos told analysts Tuesday that many of Dollar General's core shoppers, who have mid-to-low incomes and live in rural areas, were paring back their food spending.
Sophie Tolsdorf, 29, of La Grange, Kentucky, said she is one of the consumers stocking up on meat when the price is reasonable. She also switched to buying whole fruit instead pre-cut fruit in containers and cut back on the rawhide bones for her dog that cost $40 a pack.
“He might have noticed,” Tolsdorf said. "He's definitely a little bit bored during the workday now.”
Before the war, retailers had spent multiple earnings seasons highlighting consumer caution and selectivity as factors that could weigh on sales of nonessential products. Shoppers appear to have curbed their discretionary spending even more as the cost of buying gas went up, said Marshal Cohen, chief retail advisor at Circana.
Between April 25 and May 23, U.S. retailers sold 6% fewer non-grocery products than they did during the comparable four-week period of 2025, Cohen said. Housewares, clothing, footwear and sports equipment had the biggest declines, anywhere from 5% to 7%. Circana reported that toys and beauty items remained bright spots, registering at least an 8% increase in the number of units sold.
Location intelligence company Placer.ai, which tracks people's movements based on cellphone usage, saw visits to the gas stations of BJ’s, Costco and Sam’s Club stores start to accelerate in early March, aligning with a sharp rise in fuel prices, according to R.J. Hottovy, the company's head of analytical research.
By early May, Placer.ai's data showed four consecutive weeks of reduced foot traffic at clothing, electronics and home furnishing stores, and more trips to grocery stores and dollar stores.
“Consumers are prioritizing value-oriented retailers like warehouse clubs, superstores, and off-price chains," Hottovy said.
AP Food Writer Dee-Ann Durbin in Detroit contributed to the report.
FILE - "Buy one Get one" sign is displayed on a product at a grocery store in Schaumburg, Ill., Thursday, May 14, 2026. (AP Photo/Nam Y. Huh, File)
FILE - A customer prepares to pump diesel fuel at this Madison, Miss., Sam's Club, Tuesday, May 24, 2022. (AP Photo/Rogelio V. Solis, File)
A sticker of President Donald J. Trump points to the electronically-posted prices for a gallon of regular or regular plus gasoline available at a Conoco station Saturday, May 30, 2026, in Denver. (AP Photo/David Zalubowski)
A motorist fills up the tank of a vehicle at a Conoco gasoline station Saturday, May 30, 2026, in Denver. (AP Photo/David Zalubowski)
