Made in the USA? $100 Price Hike Leads to Zero Sales in Surprising Experiment

Amidst the ongoing trade war and rising tariffs, Afina, a US-based company, conducted a unique experiment. They offered their $129 shower head in two versions: one made in China and another made in the US with a price increase of $100. The results were unexpected: zero customers opted for the American-made version. Ramon van Meer, Afina's CEO, shared his surprise, stating, "My assumption was that people would opt for the cheaper option, but I was not expecting zero sales for the US-made version." This experiment highlights the challenges businesses face when trying to reshore manufacturing and the complexities of consumer behavior in a globalized market. The surprising outcome underscores the need for a deeper understanding of consumer preferences and the economic factors influencing purchasing decisions. The experiment may also signal a need for more strategic approaches to promoting American-made goods, potentially focusing on highlighting value propositions beyond just the 'Made in the USA' label. The experiment, though limited to one product, adds to the ongoing debate about the impact of trade policies on businesses and consumers.