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Declaring something like "Samples - no commercial value; value $1 - customs purposes only"

Just remember that if the package does get lost then whatever is declared is what the insurance payout is based on.

Saying that, I know of a few very large companies which do that. I've ordered a development kit and the massive box which contained loads of manuals and PCBs was just marked sample. Turned out to be significantly cheaper to buy it from the US and get it shipped over than to buy it in the UK.

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I often find on books

Never seen that on books. I think books are exempt anyway for the UK.