Will Tariffs Reshape Gifting and Direct Mail in 2025?

Note: This was not an easy article to write. As consumers, marketers — humans — we empathize.

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April 2, 2025. 

On that day, the President of the United States signed Executive Order (EO) 14257 — Regulating Imports With a Reciprocal Tariff to Rectify Trade Practices That Contribute to Large and Persistent Annual United States Goods Trade Deficits. The EO declared a national emergency, invoking the International Emergency Economic Powers Act (IEEPA) to authorize broad tariffs on foreign imports.

Before that, in early February, Trump signed an EO increasing tariffs on imported goods from China by 10% as well as tariffs of 25% on Canada and Mexico.

A month later, Trump raised tariffs on Chinese goods to 20%, followed by increases to 104%, then 125%, and finally 145%. In May, Chinese tariffs were reduced to 30%.

Fast forward to June 27, the time of this writing, and a Bloomberg headline reads, Trump Ends Trade Talks With Canada, Threatens to Set Tariff.

Still following?

If not, you are not alone.

It's dizzying.

Regardless of where you stand on tariffs, politics, and policy, it's hard to keep up. 

However, no matter what happens (or doesn't happen), the current and proposed tariff changes will impact direct mail and gifting efforts, especially for global campaigns.

This article aims to provide a clear overview of the risks, including cost, timelines, and complexity, while also helping marketers "future-proof" direct mail and gifting strategies.

Rest assured, this is a topic the team at Sendoso is following very very closely. And good news: our platform offers built-in protection through local fulfillment, regional sourcing, total landed cost visibility, and flexible vendor options. Sendoso customers do not have to worry about being blindsided by future tariffs.

What tariffs mean for B2B marketers

While the impact of these tariffs will certainly be felt by most Americans at the consumer level, B2B teams that rely on international suppliers for swag, gifts, branded boxes, and similar items could be subject to additional (and unexpected) costs, especially for global campaigns.

Marketers must be prepared as the tariffs will likely mean:

📈 Increased landed costs*

⏰ Delays from customs congestion

🔍 Limited visibility into total costs

*The complete, all-in price of getting a product from its origin to your warehouse or final destination. This includes international shipping costs.

Additionally, campaign owners will face significant challenges in forecasting budgets.

So what do (smart) teams do?

There is no silver bullet answer here, but we have a few suggestions in no particular order.

Consider shifting vendors to domestic or in-region to avoid tariffs.

Relocating your supply chain closer to home can provide significant tariff protection. While unit costs may initially appear higher, the total landed cost often becomes more competitive when considering savings from no tariffs, reduced shipping times, and lower transportation costs.

Order in bulk to lock in current prices.

The gifting industry often deals with seasonal spikes and unpredictable demand, making bulk ordering a strategic hedge against tariff increases. Consider placing larger orders before tariff implementations or rate hikes to secure current pricing and avoid future cost escalations.

Also, think about negotiating extended payment terms with suppliers or using inventory financing to manage the upfront investment.

Utilize platforms that provide comprehensive landed cost previews and tariff-aware routing.

Modern supply chain platforms now offer sophisticated tools that calculate total landed costs. These platforms automatically route orders through the most cost-effective channels and provide real-time pricing updates as tariff rates change.

And finally, don't be afraid to ask vendors tough questions about fulfillment models and flexibility. If they cannot answer, that's a red flag!

While these strategies can help any marketing team, some platforms are better equipped to handle tariff volatility than others.

Where Sendoso shines

The tariff landscape may be complex and difficult to navigate (and odds are it will continue to change), but your marketing campaigns don't have to suffer from the uncertainty. While policy changes will continue to create volatility in international trade, the key is partnering with platforms and vendors that can adapt quickly to these shifts.

Unlike traditional marketplaces or manual vendor management, Sendoso offers built-in protection against tariff volatility through our comprehensive platform approach.

Our distributed network of in-country vendors across the US, UK, EU, and APAC regions enables local fulfillment that bypasses tariffs entirely, while transparent pricing shows total landed costs upfront —including shipping, duties, and tariffs.

No surprise fees.

The platform offers flexibility to bulk order for better pricing, allows you to choose different sourcing regions to avoid tariffs, and includes built-in filters to help reduce tariff exposure on your campaigns. Our dedicated support team actively monitors tariff changes. It works with customers to develop vendor and geography strategies that protect budgets from policy shifts, ensuring that tariff uncertainty doesn't blindside your marketing programs or derail campaign execution.

At Sendoso, we're committed to staying ahead of these changes, so you don't have to. While we can't predict what the next Bloomberg headline will say about tariffs, we can ensure that whatever happens, your campaigns will continue running smoothly and within budget.