How One D2C Brand Turned a 125% Tariff Hike Into a Record-Breaking Day Using Instagram

When President Trump announced sweeping new tariffs, including a 125% increase on goods from China, brands across industries braced for the fallout.

For most, this was a cost-control problem. For others, a messaging dilemma.

But for Burlap & Barrel—a small spice company built on transparency, ethical sourcing, and direct-to-consumer sales—it became a defining moment.

In an Instagram post on April 6th, the brand announced it was turning its spring cleaning sale into an “impromptu Tariff Sale,” offering up to 20% off sitewide.

The message was bold: they wouldn’t raise prices, they wouldn’t cut payments to farmers, and they needed customer support to keep going.

The result was their single biggest sales day ever—comparable only to their appearance on Shark Tank.

This was not luck. It was a strategic, well-timed move grounded in values and executed with speed, clarity, and honesty.

A Flash Sale That Looked Like Strategy, Not Panic

Many brands use discounts to boost sales. Burlap & Barrel used one to make a point.

Rather than quietly absorbing tariff-related cost increases or sending a vague press release, they reframed an existing spring sale as a principled stand.

They called it a “Tariff Sale,” and positioned it as a commitment to their mission.

Instead of saying, “We’re discounting because we’re scared,” the message was: “We’re discounting to avoid compromising our values.”

Their Instagram caption made this clear:

“To show that we’re serious about not raising our prices, and to finance another year of purchasing from smallholder farmers in the face of economic instability and political crisis, we’re extending our biggest sale ever.”

This struck the right balance between transparency and professionalism. It acknowledged the economic pressure without manufacturing panic. The call to action wasn’t manipulative—it was rooted in shared values. They weren’t dumping product; they were inviting customers to participate in a solution.

The post read like a leadership decision, not marketing copy. That distinction made all the difference.

They Posted Right as the Nation Boiled Over And It Worked

The post wasn’t just smartly written—it was perfectly timed.

It dropped the day after more than 1,400 “Hands Off” protests swept the country in response to escalating trade tensions and labor concerns. National sentiment was raw. People were fired up, disillusioned with institutions, and looking for a meaningful outlet.

Burlap & Barrel gave them one.

Buying spices became a form of micro-activism. It was a small, tangible way to resist economic chaos and support a company doing the right thing. As Ethan Frisch, the company’s co-founder, explained, “I think there was a lot of energy. People were looking for a way to act, not just to watch.”

This alignment with the cultural mood was intentional. The brand understood that people weren’t just looking for deals—they were looking for direction. Burlap & Barrel offered both.

Social proof amplified the effect. High-trust voices like Helen Rosner, a New Yorker food writer, shared the sale organically. She posted a photo of her spice drawer, filled with Burlap & Barrel products, along with a message of support:

“I love their commitment to transparency and ethical business. I was really struck by their response to these idiotic tariffs—refusing to pay their farmers less, and refusing to raise consumer prices.”

That kind of endorsement was earned through consistent values, smart messaging, and impeccable timing.

A Masterclass in Turning Policy Jargon into an Emotional CTA

Tariff news tends to stay abstract. Brands often mention it in earnings calls, not customer emails. Burlap & Barrel turned a macroeconomic headline into a micro-level appeal.

They didn’t bury the story in corporate jargon or avoid it altogether. They explained how tariffs affected them directly—and, more importantly, what they were doing about it.

The story was not “We’re getting squeezed.” It was “We refuse to compromise.” They made clear that they would continue paying fair prices to their partner farmers, despite rising costs. They made clear that they would not pass those costs on to customers. They made clear that they couldn’t do it alone—they needed support.

That message had moral clarity and financial transparency. It invited customers to act with them, not just consume from them.

In Frisch’s words:

“It wasn't just a statement of what the tariffs are going to do to our business, but more of a statement of how we are handling the tariffs. What our values are, why we won’t raise our prices to make sure that we stay accessible, and also make clear we won’t cut payments to our suppliers.”

That was storytelling with integrity.

The Tactics That Made Burlap & Barrel’s Message Resonate

Most brands approach political or economic instability with silence—or, at best, generic statements crafted by legal. Burlap & Barrel did the opposite.

They moved quickly, spoke directly, and stayed entirely on-brand. More importantly, they used the moment to reinforce their values, not just react to a threat.

There are several tactical lessons for other businesses here:

• Speak to the impact, not the headline. Tariffs matter less to consumers than what those tariffs mean for their wallet or the company they’re buying from.

• Use sales to reinforce values. Discounts can be strategic if they’re explained well. A Tariff Sale was a signal.

• Be transparent about your needs. Telling customers, “We need your help to get through this,” humanized the brand. It turned transactional moments into relational ones.

• Stick to your operational commitments. Saying “We won’t pay farmers less” was powerful—especially when backed by action.

• Let the community spread the message. The sale didn’t go viral because of ads. It spread because customers and influencers felt good about sharing it.

Clarity, courage, and speed set Burlap & Barrel apart.

In a Time of Economic Noise, They Gave a Signal

The most striking part of Burlap & Barrel’s response wasn’t just the sale or the spike in orders. It was the way they used a moment of national anxiety to deepen trust.

While other companies scrambled to cut costs or avoid controversy, they leaned into the chaos with clarity. They didn’t hide from the problem—they named it. And then they showed exactly how they were navigating it, without compromising the very values that built their brand.

The result was a record-setting sales day. More importantly, it created a long-term reputational boost that no PR campaign could replicate.

As Frisch pointed out, the response wasn’t just about revenue—it was about resilience. “We needed people’s help to navigate that,” he said. And people showed up.

Credits to Rachel Karten for the insight.

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