Sherwood Park, Alberta, Canada - September 8, 2026 - At the centre of the guide is Fichtner’s S.A.V.E. decision system — Scan, Assess, Verify and Execute — a four-step process consumers can use to evaluate purchases ranging from weekly groceries to vehicles, appliances and home renovations.
“Most people do not have the time or the background to track every trade policy change that affects prices,” said Fichtner. “What they need is a simple, reliable process for making better decisions at the point of purchase. That is what the S.A.V.E. system is designed to provide.”
The S.A.V.E. process encourages consumers to first scan the available options, assess the true cost and long-term value of a purchase, verify product origin and other relevant information, and then execute the purchasing decision based on facts rather than assumptions.
The book also introduces Scan Before You Spend, a practical approach to checking product origin before making a purchase. With modern supply chains often involving manufacturing, assembly and sourcing across multiple countries, the guide encourages consumers to look beyond assumptions based on brand names or packaging.
In addition to the S.A.V.E. system, Caught in the Crossfire includes 50 Practical Ways to Save, covering groceries, household goods, vehicles, appliances, home renovations, travel, currency and cross-border shopping.
For major purchases, the guide encourages readers to look beyond the sticker price and consider factors such as durability, timing, sourcing, exchange rates, duties and the total cost of ownership.
Cross-border shopping is treated in the same practical manner. Rather than assuming purchasing in another country is always cheaper — or always more expensive — the book shows readers how to evaluate the total cost after considering exchange rates, duties, transportation and other expenses.
A structured 30-Day Savings Plan helps readers put the book’s principles into practice gradually. Each step is intended to build awareness and encourage habits such as checking product origin, comparing alternatives and examining the full cost before committing to significant purchases.
“Consumers cannot control trade negotiations or tariff decisions,” Fichtner said. “But they can control how they respond. A few better decisions made consistently can make a meaningful difference to a household budget.”
The book deliberately maintains a non-partisan approach. It does not endorse or criticize a government, political party or particular trade policy. Instead, tariffs and trade disruptions are treated as economic factors consumers may encounter when making everyday financial decisions.
Fichtner has also committed 10% of book sales to food banks in Canada and the United States, extending the project’s focus on household affordability to families experiencing food-cost pressures.
Caught in the Crossfire is available in paperback and Kindle editions through Amazon.ca and Amazon.com.
About Kevin Fichtner
Kevin Fichtner is a Canadian author and entrepreneur based in Sherwood Park, Alberta. His work focuses on translating complex economic and consumer issues into practical information people can use in everyday decision-making.
Caught in the Crossfire was written for Canadian and American consumers seeking practical ways to understand changing costs, compare alternatives and make more informed purchasing decisions without becoming experts in international trade.
Media and Book Information
Book: Caught in the Crossfire Author: Kevin Fichtner Formats: Paperback and Kindle Book information: https://shopfichtner.com/crossfire LinkedIn: https://www.linkedin.com/in/kevinfichtner/ Instagram: https://www.instagram.com/shopfichtner/ X: https://x.com/shopfichtner/
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