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Library/Campaign/Dame’s Trump Tariff Surcharge
Grade B18 sourcesHIS-00859

Dame’s Trump Tariff Surcharge

Campaign · 2025 · Niche

37Editable slideCertificate

Dame’s tariff fee drew press coverage; its CEO reported a 30% drop in completed checkouts.

Yes, there’s a “Trump Tariff Surcharge” in our checkout. | Alexandra Fine
Dame Products; Alexandra Fine
Consumers now face "tariff surcharges" for some goods as companies pass along costs
CBS News / MoneyWatch
CEO adds a ‘Trump tariff surcharge’ to products from China: ‘I want people to understand how it impacts us’ | Alexandra Fine | 31 comments
Alexandra Fine / LinkedIn
Dame's Trump tariff surcharge about 'transparency,' not 'politics,' CEO says
Fox Business
Dame CEO says 'Trump tariff surcharge' wasn't political | Fox Business Video
Fox Business
#tariffs | Alexandra Fine
Alexandra Fine / LinkedIn
This small business owner is already giving her customers a tariff refund
CBS News / MoneyWatch
"This Is Insane": Beauty Brands Scramble To Assess Tariff Impacts And Mitigation Strategies
Beauty Independent
'Let's get absurd': Why some brands are leaning into tariff price increases
Glossy
Brands debate the pros and cons of tariff surcharges at checkout as costs climb
Modern Retail
WSJ What’s News - The Businesses Adding an Extra Charge With Trump’s Name On It Transcript and Discussion
Podscripts / WSJ What’s News transcript

Spread Score

How it works
ReachNo data yetContagionNo data yetBreadth10Velocity73LongevityNo data yet37

Numbers

Completed-checkout decline
30%
CEO claim · Window and denominator undisclosed · Self-reported · Fox Business
Seed to peak proxy
4 days
Apr 9 ’25 to Apr 13 ’25
Platforms
3
Started on Open web
Origin
Seeded
Health & fitness

Mechanics

  • NewsjackingPrimary
  • Controversy
  • Platform jump
  • Transgression
  • Underdog

How it spread

Trace the origin

Dame named a checkout fee after Trump and Fine’s LinkedIn post drew press interviews. She later reported a 30% fall in completed checkouts. Dame removed the fee and announced customer refunds the following year.

Proxy date; not a directly measured attention peak.

Apr ’25MayJunSepDecMar ’26MayAugPressOpen webAudio
PressOpen webAudio

13 more events on this chart

Join free to see them

Timeline (16)

  1. April 2025

    Alexandra Fine precursor · Apr 9 ’25

    Fine outlined a planned $5 tariff line item in a Beauty Independent interview.[1]

    "This Is Insane": Beauty Brands Scramble To Assess Tariff Impacts And Mitigation Strategies
    Open the first post ↗

  2. Alexandra Fine seed · Apr 9 ’25

    Fine posted Dame’s checkout screenshot and announced a flat $5 fee per vibrator on LinkedIn.[2][3]

    'Let's get absurd': Why some brands are leaning into tariff price increases

  3. Modern Retail press · Apr 10 ’25

    Modern Retail called Fine’s LinkedIn announcement viral and interviewed her about conversion risks.[4]

    Brands debate the pros and cons of tariff surcharges at checkout as costs climb
Origin
Seeded
Sector
Health & fitness
Region
US
Completed-checkout decline
30%
CEO claim · Window and denominator undisclosed · Self-reported · Fox Business
Evidence
Grade B

Spread the same way

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YouTube · 2018

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40M views

Burger King Whopper Neutrality

YouTube · 2018

52
An in-store video stunt that charged more for faster Whoppers to explain net neutrality.

4.3B impressions

Aspercreme: The 58 Year Old Freshman

Instagram · 2025

46
Aspercreme on Instagram: "You lose something when you age. The ability to give a damn about what anybody else thinks. @cillo.tom #NIL #Ad #AspercremePartner"

1.13B impressions

Back Market: Hack Market

Retail · 2022

43
Back Market - Hack Market (ENG)

100M impressions

New cases, every week

How the next thing spread, the week it does.

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Apr ’25MayJunSepDecMar ’26MayAugPressOpen webAudio
PressOpen webAudio

13 more events on this chart

Join free to see them

  1. April 2025

    Alexandra Fine precursor · Apr 9 ’25

    Fine outlined a planned $5 tariff line item in a Beauty Independent interview.[1]

    "This Is Insane": Beauty Brands Scramble To Assess Tariff Impacts And Mitigation Strategies
    Open the first post ↗

  2. Alexandra Fine seed · Apr 9 ’25

    Fine posted Dame’s checkout screenshot and announced a flat $5 fee per vibrator on LinkedIn.[2][3]

    'Let's get absurd': Why some brands are leaning into tariff price increases

  3. Modern Retail press · Apr 10 ’25

    Modern Retail called Fine’s LinkedIn announcement viral and interviewed her about conversion risks.[4]

    Brands debate the pros and cons of tariff surcharges at checkout as costs climb

  1. platform jump · Apr 10 ’25

  2. press · Apr 11 ’25

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Why it worked

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