The de minimis exception that allowed imports under $800 to enter the U.S. duty-free is scheduled to end for all countries on August 29, following an earlier removal for Chinese imports. Customs and Border Protection processes nearly 4 million duty-free de minimis shipments daily, and some mail carriers are already pausing U.S. shipments amid uncertainty. Brands that import goods expect substantial cost increases and many are using email marketing to alert customers, run sales, and communicate pricing changes. Larroudé, which ships shoes from Brazil, expects new 50% tariffs on shipments over $800 and plans partial cost absorption.
On August 21, customers of the luxury shoe brand Larroudé received an email urging them to "stock up, refresh your wardrobe, and secure timeless pieces" before tariffs drive up prices. The brand, like many others, is preparing for a new wave of President Trump's tariff policies to take effect by August 29-and they're relying on email marketing to keep their customers in the loop.
Brands that ship product into the U.S. are currently anticipating the end of the de minimis exception, a loophole that previously allowed imports with values of less than $800 to enter the country tax-free. Trump nixed the de minimis exception for Chinese imports back in May, but on August 29, every other country is expected to be cut off from the loophole.
The move will have major repercussions across industries. In an interview with CNN in May, Customs and Border Protection said that it processes nearly 4 million duty-free de minimis shipments a day. Already, some mail carriers are pausing U.S. shipments due to uncertainty around the upcoming changes. Marina Larroudé, cofounder of her eponymous company, says she expects pricing to rise substantially across the brand's SKUs after August 29.
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