Everyone loves getting a good deal. But as the cost of living continues to climb due to record-breaking inflation, Americans are realizing the value of a fair price. A new USA TODAY Blueprint poll reveals what American consumers feel about top brands—and whether the value they received for the price they paid was adequate or even surpassed expectations.
How consumers feel about prices
Americans today may be shopping more than ever, thanks to the explosion of eCommerce during the pandemic. The more purchasing decisions we make, the more conscious we are of what things cost. Additionally, eCommerce might have warped our perception of what makes a good deal, since so many online goods come fast and cheap.
When fair prices seem few and far between, customers feel it—95% get angry about pricing at least some of the time, and 43% get upset about the cost of goods every week, showing the heavy impact prices have on customers’ lives. The top reason we get angry is that we usually remember what the product used to cost, especially if it’s a frequent buy.
Despite feeling unhappy—or even cheated—we’ll still pay high prices if we have to. Namely, we’ll pay more for products if they’re high quality, if we need them fast and don’t have time to price shop, or if we have no other options.
Americans rank the fairest brands
When it feels like prices will never stop increasing, consumers recognize the value of a fairly priced brand. Of all the brands survey respondents considered across different product categories, Americans think Sharpie is the fairest overall. Other familiar brands in the top 10 include Anker, Honda, Toyota, Dove, and Rubbermaid.
Out of all the product categories assessed, the majority of survey respondents (72%) felt electronics were the most fairly priced goods on average. But it’s not just about what you buy—it’s also where you shop. Stores like Costco are synonymous with good deals, and that rings true for our actual shopping experiences, with nearly 93% of consumers saying the warehouse club charges its members fair prices.
On the digital front, Amazon (88%) and Walmart (88%) take the cake as the next biggest retailers with fair pricing, ranking higher than nearly all brick-and-mortar brands.
Breakdown of fairest brands per category
Good deals can only drive our shopping habits so much—we all need things like food, clothes, and housewares, no matter how much they cost.
But even in the most competitive space, there will always be brands that are friendlier to our budgets. Here are the brands that survey respondents say give the best deals in each major retail category.
When it comes to trendy and comfortable apparel, Adidas, New Balance, and Old Navy have hit the mark. The poll revealed that a whopping 84% of respondents feel their purchases from these brands are worth every penny. Whether it’s a pair of Adidas sneakers or some comfy loungewear from Old Navy, it’s clear that these brands are scoring high in terms of bang for your buck.
In the automotive industry, Honda and Toyota are in a close race, with 88% of survey respondents agreeing each company offers fair prices. Nissan isn’t far behind though, with 78% of customers saying its cars are fairly priced, too.
Moving on to the electronics aisle, Anker leads the pack with an 89% approval rating for its prices. Amazon devices and Logitech are hot on its trail, with 86% and 85% of respondents, respectively, deeming their prices reasonable. From high-quality audio devices to smart home accessories, these brands shine when it comes to offering high-tech products that don’t break the bank.
Sharpie leads the home goods category with an 89% approval rating for its pricing. Dove, known for its reliable beauty and care products, and Rubbermaid, a household name in organized living, are neck and neck, each earning 88% of respondents’ approval.
From fun impulse buys to household staples, we all want to get the best prices we can for every purchase. And while inflation might not be going away, it’s clear some brands have mastered the fine art of keeping prices fair.
So, the next time you’re browsing the web or shopping for your weekly grocery haul, look out for America’s fairest-priced brands—you can be sure you’re getting the most bang for your buck.
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