As the U.S. reimposes sweeping tariffs — including a 10% import tariff and up to 145% on some Chinese goods — brands and retailers are responding with “tariff surcharges” and price hikes. These costs are no longer hidden. They're showing up at checkout, in product pricing, and in direct messages to consumers.
What’s Happening
- Companies like Dame, Labucq, and Honeywell are adding visible surcharges or raising prices.
- Amazon's CEO warns third-party sellers will pass tariff costs to customers.
- China retaliates, raising tariffs on U.S. exports up to 125%.
Why It Matters
Transparency Builds Trust
Consumers are inflation-weary. Brands like Dame are clearly labeling tariff surcharges to educate customers and preserve trust. Quietly raising prices risks backlash — clear communication is a competitive edge.
Tariffs Are a Sales Tool
Retailers like Raymour & Flanigan and Burlap & Barrel are running "pre-tariff sales" to drive urgency. Done right, this strategy taps into customer fear of rising costs — and boosts short-term sales.
Consumer Behavior Is Shifting
Consumers are price-sensitive and anxious. They're stockpiling and fast-tracking purchases. Brands that offer value, transparency, and fair pricing will stand out.
Operations Are Under Pressure
Supply chains aren’t easy to shift quickly. Brands like Freewrite admit moving manufacturing is costly and slow. This is a wake-up call to invest in supply chain flexibility and long-term resilience.
What Retailers & Brands Should Do Now
Short-term:
- Clearly label tariff surcharges
- Run pre-tariff promotions with honest messaging
- Use email, checkout pages, and social media to explain price increases
Mid- to Long-term:
- Audit suppliers and explore nearshoring
- Streamline operations and boost margin control
- Double down on customer communication and value delivery
Bottom Line
Tariffs are no longer just a policy issue — they’re a pricing, marketing, and brand trust issue. Retailers and brands that are transparent, agile, and consumer-focused will come out stronger.