DTC brands, pay attention: de minimis changes hit today. Don’t panic your way into losing customers.

Starting today, duty fees apply to parcels under $800. Your margins take a hit.

But raising prices across the board is the wrong move.

Here’s what I’ve been telling brands for a month to get ready:
Audit landed costs by region – Get real numbers before making decisions
Test segmented pricing – New customers react differently than repeat buyers
Redirect fulfillment – Move low-margin SKUs to US/Mexican partners

Brands that handle this strategically keep their customers.
Brands that panic and blanket-raise prices lose them.

This is a supply chain problem, not a pricing problem.

Your customer experience matters more than protecting every margin point today.
Fix your operations first. Price adjustments second.

How is your brand handling the de minimis changes?