- The new tariff changes will raise costs for influencers relying on affordable goods from China, impacting product pricing and availability.
- The removal of the $800 De Minimis exemption opens up opportunities for higher-value brands to collaborate with influencers, as lower-cost goods become less viable.
- Influencers and businesses may need to adapt by focusing on long-term partnerships, higher-margin products, and more strategic, value-driven collaborations.
Influencers have long been able to source affordable goods from overseas, particularly from China, to promote brands and products through their channels. This practice, often centered on leveraging the De Minimis rule, allowed for the duty-free import of goods valued at $800 or less.
However, a significant shift is on the horizon that will impact both influencers and e-commerce businesses alike. As of May 2, 2025, the United States will eliminate the $800 exemption, meaning goods coming from China, even if they are of low value, will most-likely no longer bypass tariffs.
The announcement of this change is a direct result of President Trump’s new executive orders aimed at tightening trade policies and combating illicit goods entering the country.
Influencers, especially those operating on platforms like Instagram, TikTok, and YouTube, will now face increased costs and potential delays on the products they rely on for content creation. But what exactly does this mean for the influencer community?
Let’s break it down.
What is De Minimis and Why Does It Matter?
The term “De Minimis” refers to a threshold established by the U.S. government that allows small-value imports to enter the country without incurring tariffs or taxes. Under this rule, any product with a value of $800 or less would be cleared without additional import duties, which benefited both small businesses and individual consumers, including influencers sourcing merchandise from global suppliers.
For years, this exemption has been a lifeline in influencer marketing, allowing both brands and businesses to easily purchase promotional products, sample items, and merchandise from China at lower prices. For many parties involved, this provided an affordable avenue to enhance their content and support their businesses without the burden of steep import fees.
However, recent developments are set to change this dynamic. Starting May 2, 2025, imports of small-value packages from China will no longer qualify for De Minimis treatment, and tariffs on these packages will significantly increase.
The tariffs on small-value parcels from China jumped initially from 10% to 125%, in a span of a few days, or a flat fee of $100 to items entering the U.S. between May 2nd and June 1st, 2025.
However, recent tariff changes suggest a likely tariff increase to 245%. Moreover, starting June 1st, the flat fee will rise to $200.
This change is part of President Trump’s broader strategy to adjust reciprocal tariffs on Chinese imports.
The Impact of the $800 Rule Change on Influencers
The De Minimis exemption has enabled influencers to build their brands on a budget, sourcing everything from branded merchandise to everyday products that can be featured in sponsored content. With the new rule set to go into effect, influencers who rely on products under $800 sourced from China will now face higher costs.
This shift could have serious ramifications for social media influencers, particularly those who make a living by promoting products or creating content around these small-value goods. As the cost of importing rises, influencers may be forced to either absorb the costs, which could cut into their profit margins, or pass them on to their followers and viewers in the form of higher product prices or less frequent product releases.
Additionally, the 245% tariff will apply to postal items and small-value parcels, which could cause delays in shipping and further increase operational costs.
For influencers who typically import a high volume of items for giveaways, branded content, or personal use, this could mean delays in shipping, increased import duties, and an overall rise in operational costs.
How the New Rule Affects Small Business Owners and Influencers
As the de minimis exemption ends, the ripple effects are felt by both businesses and influencers alike. The increased tariffs on low-cost imports from China will alter the way brands collaborate with influencers, particularly when it comes to cost-effective products. Here's what this rule change means for both businesses and influencers:
What This Means for Businesses
The removal of the $800 De Minimis exemption for imports from China, starting May 2, 2025, is a significant change for businesses that rely on low-cost Chinese goods. With the tariffs on small-value packages set to increase, businesses may face higher import costs, which could force them to raise prices in order to maintain profitability.
As a result, brands that previously worked with influencers to promote affordable, low-priced items could see their product prices rise. This may limit the ability of influencers to promote these goods, especially those targeting budget-conscious consumers.
In addition to price hikes, businesses may also scale back on influencer partnerships or shift their focus toward higher-margin products that can absorb the increased tariffs. This shift could create a gap in the market for low-cost items, opening opportunities for more premium brands to step in and collaborate with influencers.
said Front Row’s CEO, Yuriy Boykiv, in an interview with Glossy. He also added,
This suggests that brands that offer higher-value products may see a rise in demand for influencer collaborations, while businesses relying on affordable goods may need to reassess their influencer marketing strategies.
What This Means for Influencers
Although influencers don't directly deal with the logistics of importing products, they are still significantly impacted by this change. The new tariffs will likely reduce the availability of affordable products from Chinese suppliers, which could affect the range of products influencers can promote.
Influencers who have built their brand around promoting budget-friendly items may find themselves shifting their focus to higher-value products or different industries that are less impacted by these tariff changes.
As businesses increase their prices or reduce collaborations, influencers may have to seek out new brands that align with their audience while offering more premium, higher-priced goods. This could impact the content they create, as well as the types of products they promote.
However, this also opens an opportunity for influencers to collaborate with higher-end brands, which might bring new revenue streams and potentially more lucrative deals.
Long-Term Implications for the Influencer Ecosystem
While these changes may pose short-term challenges, they also present an opportunity for influencers to diversify their brand partnerships. By working with businesses that can adapt to the changing tariffs or exploring collaborations with brands outside of the low-cost goods sector, influencers can continue to stay relevant in the ever-evolving marketplace.
The new tariffs and the closing of the De Minimis loophole could drive a shift in the influencer marketing space towards higher-value content, more strategic partnerships, and a focus on brand authenticity.
Influencers who are able to navigate these changes and build long-term relationships with brands, while focusing on value-driven content, will be better positioned to succeed in a market that is becoming more challenging for low-cost items.
Ultimately, the rule change highlights the importance of strategic planning and flexibility for both influencers and the brands they work with.
While the rise in import costs will impact the availability of certain products, it also opens the door for a deeper focus on building high-value, long-term partnerships that will benefit both influencers and brands in the long run.
