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Everyone Says They'll Pay More for "Made in the USA" So We Ran an A/B Test
When we priced a U.S.-made version of our flagship product 85% higher than our Chinese-made one, 25,650 customers had the chance to vote with their wallets. Here’s what happened. As small business owners, we’ve heard it a thousand times: “I’d gladly pay more to support American-made.” We wanted to believe it. So we put
When we priced a U.S.-made version of our flagship product 85% higher than our Chinese-made one, 25,650 customers had the chance to vote with their wallets. But this year, as tariffs jumped from 25% to 170%, we wondered: Could we reshore manufacturing to the U.S. while maintaining margins to keep our lights on? If policymakers and pundits want to rebuild American industry, they need to grapple with this truth: idealism doesn’t always survive contact with a price tag.
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