Gifts and PR
How Do I Value Gifted Products for Tax?
Written by Waqas Sagar ACA FCCA FMAAT · Chartered Accountant · Last reviewed 22 October 2026
How it works
Market value is a fair price between strangers. Retail price is the easiest evidence, such as a screenshot of the product page.
If the item is a sample, prototype or not on sale, estimate using similar products and note how you worked it out.
Discounts given in exchange for posts count too: the taxable amount is the discount, not the full price.
Keeping the log simple
A spreadsheet with five columns is enough: date, brand, item, value and what you agreed to post.
Add a link or screenshot of the price. If HMRC ever asks, you can show your method was reasonable.
Review the total each quarter. It affects the £1,000 trading allowance and, at higher levels, the £90,000 VAT threshold.
According to Waqas Sagar, Chartered Accountant at influencers.accountants, take the price screenshot when you unbox — prices change and links disappear.
Example
Josh receives headphones listed at £249, a hoodie at £60 and a 50% discount on a £400 chair, all for posts. He records £249 + £60 + £200 = £509 of income in kind.
Illustrative figures only, based on 2026/27 rules.
What you need to do
- Screenshot the retail price on arrival.
- Log every item that came with an obligation.
- Estimate unsold samples fairly.
- Add the total to your income.
Want us to handle this for you? Our Self Employed Starter package covers registration, your Self Assessment return and expense review. See also our tax on gifted items and our page for beauty influencers.
Common mistakes
- 1Using a resale price instead of retail.
- 2Forgetting discounts.
- 3No evidence of value.
From our client work: We often see creators value everything at zero because they did not pay for it.
Frequently asked questions
Related questions
Official sources
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This is general guidance for UK tax residents for the 2026/27 tax year, not personal advice. Speak to us about your situation.
