hit somebody/something hard
hit (someone or something) hard
To affect someone or something in a profoundly negative way. (Often used in a passive construction.) I know losing his job hit Jeff hard, but he needs to get back up and start looking for work. The recent increase on tariffs has hit importers hard.
hit somebody/something ˈhardaffect somebody/something very badly: The death of her daughter hit her very hard.
In the passive, we usually say ‘hard hit by’ instead of ‘hit hard by’: Pensioners have been particularly hard hit by the rise in heating costs.