What the New Tariffs Mean for Bridal and Prom Shops (And 3 Things You Can Do About It)

Let’s Talk Tariffs: Fast Facts

There’s been a lot of buzz around new tariffs lately, and yes—they’re already affecting the worlds of bridal and prom. As I’m sure your news and social media feeds have highlighted, the U.S. government recently introduced new tariffs that add extra costs to goods imported from other countries—impacting a wide range of industries, including bridal and formalwear.

Many of the bridal and prom gowns sold in the U.S. are made in countries like China, India, Vietnam, and Taiwan. The new tariffs—basically taxes on imported goods—are making it significantly more expensive to bring those dresses into the country. In some cases, the total import fees could add up to over 125% of the dress’s factory cost.

I know what you’re thinking—what a whirlwind. Unfortunately, that’s the reality with tariffs; they raise uncertainty. Although it’s normal to get swept up in the chaos, it’s important to remember that tariffs aren’t always permanent—they’re often temporary policies used in bigger trade or political negotiations. Governments might use them to fix trade issues, boost local production, or gain leverage in international talks.

For wedding gowns and prom dresses, this means that current price changes or delays might not last forever. Things could shift as new trade deals are made or priorities change. But because nothing is guaranteed, it’s important for both you as shop owners and your customers to stay updated on how these changes might affect pricing and availability—transparency is key for all!

Action Steps You Can Take Now

As business owners and leaders in your community, it’s natural for you to want to take action in some capacity—you’re a problem solver. It’s time to grab your cup of ambition and focus on what’s in your control, this is after all, on the global level.

1. Stay Informed   

It’s no secret that the policies surrounding these new tariffs are evolving and ever-changing. Use reliable sources to stay in the know—and connect with other small businesses navigating the same challenges. There’s strength in knowledge and numbers!

Since last November, the National Bridal Retailers Association (NBRA) has been advocating for bridal gowns and special occasion dresses to be excluded from the tariff list. In the meantime, they’re encouraging stores to speak up to local lawmakers—and educate brides on why prices might be shifting. Click here to stay in the know with their updates on tariffs!

2. Rally Together  

Cue the High School Musical reference—”We’re All In This Together”. From your local competitors to your designers, these new tariffs have individual and collective impacts. Many designers and industry experts including: Justin Alexander, Maggie Sottero, Mon Cheri, Allure Bridals, Essence of Australia, Madi Lane, Watters, and VOWS Magazine, have taken a stand against the taxation. 

Consider supporting and joining their efforts by signing this electronic petition.

3. Coordinate and Communicate

As difficult as it is, you should begin designing a plan for how these tariffs will be represented in your store and to your customers. There is no one right way to streamline this change—it truly depends on what makes the most sense for your business operations. Whether you decide to reflect these increases in the individual dress prices, add an overall flat fee or fee per designer, a line item, etc., consider what it would look like to establish that process in your store and begin educating your staff. It’s a smart move to check in with your accountant to understand how your approach to charging tariffs could impact your sales tax liability—it’s one of those things that can sneak up on you. Don’t forget to get the word out to your customers too! 

Staying informed, adjusting your sourcing, and educating your customers can help you ride the wave and keep your boutique (and brides!) stress-free.

In all that you do: promote transparency, be ready and willing to adapt, and provide consistent support. These small but intentional actions will help you stay grounded, even as the industry shifts around you—you’ve got this!