- Consumers are willing to pay 25% more for brands they trust.
- Positive experiences and product consistency fuel brand loyalty.
- Nostalgia influences buying decisions but everyday value matters more.
- Nearly 75% of US consumers stay loyal despite rising prices.
Familiarity Breeds Loyalty
According to the study conducted by UserTesting in partnership with Talker Research, more than two-thirds of consumers across three major markets—the U.S., UK, and Australia—demonstrate a strong preference for familiar brands. On average, U.S. consumers are loyal to six brands, with the most devotion seen in categories like grocery, clothing, electronics, and footwear, per Retail Dive. This enduring preference underscores how brand loyalty shapes consumer behavior—even when faced with rising costs.
Price Isn’t Everything
“Price matters, but it’s not everything,” said Bobby Meixner, senior director at UserTesting. Especially in times of economic uncertainty, consumers are less likely to take chances with unknown names. Instead, they stick with brands that consistently deliver, even if it means paying more.
That’s especially true in sectors where trust and personal investment run high. US shoppers said they’d tolerate the highest price increases for gaming, jewelry, watches, and fitness brands.
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Nostalgia + Experience = Loyalty
While pricing is important, emotional connections also play a significant role. The study found that nostalgia influences purchasing behavior—with a strong majority of US consumers gravitating toward brands that remind them of childhood. However, reliable, everyday experiences are ultimately what win out in the long run and help strengthen long-term brand loyalty.
Why It Matters
For brands looking to deepen customer loyalty and justify higher price points, the message is clear: invest in the customer experience. By delivering on product quality, maintaining consistent service, and engaging meaningfully with their audience, brands can secure long-term relationships—even in a cost-conscious market.
What’s Next
As economic pressures mount, expect to see more brands double down on experience-driven marketing and brand storytelling. With consumers willing to pay a premium for trust and reliability, the brands that connect authentically and consistently will thrive.
