It’s being labeled plainly: the “Trump surcharge.” A growing number of receipts across the United States now feature a new line item reflecting the latest round of tariffs on Chinese imports. Some businesses list it as a flat $5 fee. Others apply it as a percentage — in some cases, nearly 40% of the total bill.
The added cost of President Donald Trump’s trade policies is being shifted to consumers, and many business owners are making no effort to conceal who they believe is responsible.
Ryan Babenzien, founder of the high-end showerhead brand Jolie, told The Wall Street Journal he plans to introduce what he calls the “Trump Liberation Tariff.” The fee will vary based on the evolving trade war and the cost burden it creates for the company’s China-based supply chain.
“I believe in transparency,” Babenzien said. “And I give full credit to Trump for pushing these costs onto every single American.”
Some brands have already put the idea into practice. Dame, a sexual wellness company, recently added a $5 “Trump Tariff Surcharge” to its orders. CEO Alexandra Fine acknowledges the fee doesn’t come close to covering the added costs — her production lines are concentrated in southern China — but says pretending nothing had changed was no longer tenable. To underscore the message, the checkout page includes a stylized icon of Trump’s signature blond hair.
“It’s a matter of principle,” Fine said. “We want customers to understand where their money is going.”
With tariffs on Chinese goods climbing to as high as 145% since January, companies are scrambling. Some are front-loading orders, others are renegotiating contracts or adjusting prices. Jolie is opting for a more direct approach.
“I don’t think people understand how much more they’re paying on every single purchase,” Babenzien said. He’s encouraging fellow entrepreneurs to follow suit and disclose the tariff impact openly.
Reactions on social media have been mixed. On Reddit, some users praised the initiative: “At least now it’s clear what’s happening.” Others warned that taking direct aim at Trump could alienate part of the customer base.
BigBadToyStore, a Wisconsin-based retailer specializing in action figures and collectibles, took a more measured tone. In a letter to customers, founder Joel Boblit explained that, following the latest round of tariffs, prices on preordered items would increase by 15% to 40%.
“I hate to do this, but it’s out of our hands,” Boblit wrote. About 90% of the company’s inventory comes from China and Vietnam. If tariffs are rolled back, he promised, the surcharge will be removed. Customers unwilling to accept the increase can cancel their orders.
Scott Mencken, CEO of California-based LittleMachineShop.com, which sells precision tools for hobbyists and small workshops, is also weighing a similar move. During Trump’s first term in 2018, he posted a permanent banner on the site to explain rising prices.
Now, as he waits to assess the impact of the new trade measures, his messaging has taken a more sardonic turn.
“We will continue to keep our eyes closed, fingers in our ears and the music turned up loud for another week,” Mencken wrote on his site. “Our ignorance is your bliss — at least on clearance items.”
