Business Owner Reveals Surprising Insights: Do Customers Really Pay More for American-Made Products?

Ramon van Meer, a small business owner, is facing a tough reality. He often hears that people want to pay more for products made in America. When President Trump increased tariffs on Chinese imports by 145%, van Meer thought he’d test this theory with his business, Afina.

He specializes in selling a unique filtered shower head. To see if customers would choose a U.S.-made version over a cheaper Chinese one, he sought out U.S. suppliers. However, he quickly discovered that moving production back to the U.S. would triple his costs, making it unsustainable.

He decided to run a simple test on his website. He offered two identical shower heads: one made in China for $129, and the other made in the U.S. for $239. Over a few days, more than 25,000 visitors checked out the options. The result? He sold 584 of the cheaper option and none of the American-made version. Van Meer called the results “sobering.” He expected loyalty to American-made products but found that when money was on the line, customers didn’t follow through.

In his blog post, van Meer shared these findings, emphasizing that real purchasing decisions reveal true preferences. Many businesses have faced similar issues. A recent study showed that while 70% of consumers claim they prefer American-made goods, only 30% act on that preference when shopping. It highlights a gap between intention and action.

Now, van Meer is exploring alternatives. He’s looking to shift production to a country with lower tariffs, as staying in China isn’t sustainable. “We just don’t know what the future holds,” he explained.

As demand for domestic products continues, the challenge remains: will consumers pay the higher price? The market is still adjusting, and entrepreneurs like van Meer are at the forefront, testing the waters to see what works.



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