The United States Postal Service (USPS) implemented a new round of postage and shipping rate increases effective Sunday, July 13, 2025. The price of a Forever stamp, used for first-class mail, rose by five cents from 73 cents to 78 cents, representing a 7.4 percent increase. This marks the seventh price hike since 2021. The USPS characterized the increase as a "rational and realistic approach" aimed at achieving financial stability and modernizing operations as part of a broader 10-year plan. New Forever stamp designs were introduced, including themes such as "Spongebob Squarepants," the USPS’s 250th anniversary, and former first lady Barbara Bush. While most postage and shipping rates increased, one service reportedly became cheaper, though details on this were not specified. The price adjustments were approved earlier in the year and have been met with some criticism, particularly regarding declining service standards and post office closures under Postmaster General Louis DeJoy's tenure. The incoming USPS Postmaster is scheduled to visit headquarters this week amid these changes.