The ultra-low-cost retailers are telling shoppers to buy products before prices go up on April 25th.
The days of ultra-cheap online shopping from Shein and Temu may be numbered—at least for customers in the United States. The two global retail giants have announced that price increases are on the horizon, and shoppers have just days left to take advantage of current low prices.
Both companies recently issued near-identical notices to customers, warning that starting April 25th, prices will begin to rise due to significant changes in global trade regulations and U.S. tariff policies. These changes mark a dramatic shift in the way low-cost goods—particularly those imported from China—are handled at the border.
What’s Driving the Price Hike?
The primary reason for the upcoming price surge? A major overhaul of U.S. trade policy. Under recent directives spearheaded by former President Donald Trump, tariffs on Chinese imports have been sharply increased—some as high as 145 percent. Certain product categories, like electric vehicles, could even face combined tariffs reaching up to 245 percent, once existing levies are factored in.
But that’s not all.
The U.S. government is also moving to eliminate the “de minimis” exemption, a rule that previously allowed individual shipments valued under $800 to enter the country tariff-free. For companies like Shein and Temu—who’ve built their business models around low-cost, high-volume shipping—this is a massive blow.
Starting May 2nd, the de minimis threshold will be gone, meaning that every package, regardless of value, will be subject to import duties.
What It Means for Shoppers
This policy change has direct consequences for American consumers.
Shein and Temu, known for selling everything from fast fashion and beauty products to electronics and home gadgets at unbeatable prices, will now have to adjust their pricing structures to absorb the additional costs. While both companies claim they’re doing everything they can to “minimize the impact” on customers, the reality is clear—those rock-bottom deals are about to become a little less sweet.
In notices shared on their websites, both retailers are urging users to act fast:
“Until April 25, prices will stay the same, so you can shop now at today’s rates,” the message reads. “We’re doing everything we can to keep prices low and minimize the impact on you.”
In other words, if there’s something in your cart, now might be the best time to check out.
Advertising Spend Takes a Hit Too
In a related development, app intelligence firm Sensor Tower reports that both Shein and Temu have cut back significantly on their digital ad spending in the U.S.—a possible signal that the companies are adjusting to the new economic landscape and tightening their marketing budgets.
From March 31 to April 13, Temu slashed its average ad spend by 31 percent, while Shein decreased its spending by 19 percent, compared to the previous 30-day period. These drops in advertising come at a time when both companies are likely reassessing their strategies amid rising costs and uncertain customer behavior post-price hikes.
What’s Next for Budget Shoppers?
The upcoming price adjustments could mark a turning point in the U.S. e-commerce space—particularly for shoppers who have come to rely on Shein and Temu for trendy, budget-friendly purchases.
While it’s too early to say just how much prices will rise, this shift underscores a broader trend: global supply chains are becoming more complex, and the era of unchecked ultra-cheap imports may be winding down—at least in the U.S. market.
That said, the companies remain optimistic. Both continue to emphasize their commitment to keeping prices as low as possible, even in the face of mounting international trade challenges.
Bottom Line: Shop Now, Pay Less—For Now
If you’re a regular customer of Shein or Temu, consider this your heads-up: April 25th is the deadline to lock in today’s prices before tariff-driven adjustments kick in.
With global trade policies tightening and consumer prices on the rise, the landscape for online discount shopping is rapidly evolving. Whether these changes lead to a temporary dip in demand or a long-term shift in shopping habits remains to be seen—but one thing’s certain: the clock is ticking.
