I once bought something on sale from End, and they marked the value at full retail. After many emails back and forth with the Fedex guy, they understood that I paid less and kept it out of customs. I did have to pay $35 in fees, which was worth the work they did, in my opinion.
I think one should always expect to pay customs/import fees when something is shipped Fedex/UPS/DHL. If you don't, it's a nice surprise. Alternatively, I always request Royal Mail (or whatever the domestic mail service is for the country from which it is being shipped).