CNBC AI News – May 25 – How much are American consumers truly willing to pay to “buy American”? Ramon Van Meer, founder and CEO of U.S.-based showerhead brand Afina, conducted a revealing business experiment with unexpected results – one that challenges popular assumptions about patriotism and pricing in consumer behavior.
In a direct comparison, Van Meer offered identical filtered showerheads at two price points: one labeled “Made in the USA” priced at $239, and a “Made in China” version retailing at $129. The goal? To measure real-world willingness to pay a premium for domestic manufacturing.
The data spoke volumes: Of 25,000 online visitors who viewed the product, 584 completed purchases – all opting for the Chinese-made version. The “Made in USA” option recorded zero sales during the trial period.
Van Meer explained the dual purpose of the experiment to CNBC: First, to quantify the actual cost differentials of domestic production compared to overseas manufacturing. Second, to test the sincerity of vocal online advocates who claim they would pay more for American-made goods – a crucial factor in assessing potential reshoring feasibility.
“The numbers don’t lie,” Van Meer stated. “While social media rhetoric suggests strong demand for domestic products, our trial reveals most consumers still prioritize price over origin when actual money changes hands.”
The CEO highlighted structural challenges in U.S. manufacturing revival, noting that even basic products like showerheads require complex supply chains currently absent domestically. “Reshoring isn’t simply about opening factories,” he emphasized. “It demands rebuilding entire ecosystems – from raw materials to specialized components – which takes years and requires sustained consumer support.”
Industry analysts suggest the experiment underscores broader challenges in America’s reindustrialization efforts. While political initiatives push for manufacturing repatriation, Van Meer’s findings reveal a critical disconnect between consumer sentiment and spending behavior – a tension that could shape everything from corporate sourcing strategies to trade policy debates.
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