They can choose to take a hit to their profit margins by adjusting prices. They can only do that so much before margins are wiped out completely. This time tariffs are much broader and higher.

Why? In some cases they may make up for it with higher volume (but that too depends on demand). This applies to exporters, wholesalers and retailers. Or they may not be find any place else to export to (or sell locally).

I read a paper on this recently but can’t find it :(, apparently with steel (during Trump-I) the exporters were more willing to do it but it’s not the case with every good.