The costs are not factored in under normal circumstances/ prices. Firms have said they will absorb some of the costs ( means less profits and possibly taking a loss ), but they cannot take all of them, which means higher prices for consumers. In the example of washing machines, the costs of storage will not be as high as for products that have to be stored at cool or temperate temperatures. Cold storage is virtually sold out and costs a lot of money, hence companies using just in time. Costs kept to a minimum meaning competitive prices. Now someone will have to carry these costs.
4 billion was put aside for no deal Brexit preparations by the government. The measures have now been cancelled. Taxpayers money thrown out of the window.