The Delaware Tourism Board announced Monday that it's considering retiring its famous "No Sales Tax!" slogan in favor of something "more comprehensive and honest," with leading candidates including "But Have You Seen Our Property Taxes?" and "The Taxes Are Just Different Here."
"We've been leaning heavily on the no-sales-tax thing for decades," explained tourism director Jennifer Walsh. "But people move here, buy a house, and then have questions. Loud questions. We think transparency is the better approach going forward."
The decision comes after a series of high-profile incidents where new Delaware residents discovered their property tax bills and accused the state of "burying the lede."
"I was so excited about no sales tax," said recent transplant Michael Rodriguez. "I saved like $8 on a shirt. Then my annual property tax bill arrived for $4,200. I'm not a mathematician, but something feels off."
Other proposed slogans include:
• "Delaware: The Taxes Are Somewhere, We Promise"
• "No Sales Tax (Heavy Asterisk)"
• "First in Tax Clarity (We're Working On It)"
• "At Least We're Not New Jersey?"
The campaign would include updated welcome signs that read: "Welcome to Delaware: No Sales Tax!*" with the asterisk leading to a QR code that opens a 47-page PDF explaining the state's complete tax structure.
Some longtime residents have defended the current system. "It's not deceptive, it's just... strategically marketed," explained Wilmington native Patricia Moore. "You can't lead with property taxes. You have to ease people in. Like boiling a frog, but the frog is your new neighbor from Pennsylvania."
Governor Matt Meyer has not yet commented on the proposal, though sources say he's "sympathetic to the need for clearer messaging" while also noting that "the sales tax thing has been working pretty well."
As of press time, Pennsylvania residents were seen at the Christiana Mall laughing at Delaware's property tax rates while paying 6% sales tax, creating what economists call "a wash but with more steps."