Poll reveals which brands Americans feel have the fairest prices

In a world where everyday essentials can be delivered to your door with the simple touch of a button, there’s no denying that consumers, by and large, are spoiled for convenience and choice. But in this world where choice abounds, the real challenge becomes finding products that strike the perfect balance between quality and affordability.

As inflation and the cost of living rise, households across the nation report feeling a common sentiment: shrinking purchasing power for everyday goods and services. We recently surveyed American consumers about the top consumer brands that they feel are fair — and whether the value they received for the price they paid was adequate or even surpassed expectations.

Read on to find out the top 25 brands Americans ranked most fair out of those analyzed.

Key findings

• We surveyed consumers’ outlooks on major companies spanning from furniture to household products, and Americans voted for Sharpie as the fairest brand.
• Other familiar faces include Anker, Honda, Toyota, Dove and Rubbermaid, which all ranked in the top 10 fairest brands.
• When it comes to big retailers, consumers say Costco has the fairest prices.
• It’s a hot topic: About 42% of those polled get angry about pricing on at least a weekly basis.

Top 25 brands with the fairest pricing, according to consumers

We compiled a list of the top 25 brands with the fairest pricing based on consumer opinions in four categories: apparel, automotive, electronics, and home and appliances. However, around 70% of consumers generally found that pricing was fair across all brands surveyed.

Of the top 10 fairest brands, six of the companies are headquartered outside the U.S. — suggesting that fairness in pricing is not exclusively limited to American-based companies. With that said, let’s take a closer look at the brands that consumers find the most fair with pricing.

“I think that quality and consistency for these companies' products goes a long way to explaining how consumers feel about these companies,” said Sean Snaith, director of the University of Central Florida’s Institute for Economic Forecasting. “Less expensive substitutes may be available, but if the performance of the product is materially worse, this will adversely affect consumer sentiment toward the company.”

Category leaders in fair pricing

When you zoom out and look at the bigger picture, there are common trends depending on the type of goods purchased. Out of the four product categories assessed, electronics and home and appliances were on average considered the most fairly priced categories as judged by about 72% of respondents in both cases — compared to apparel (68%) and automotive brands (67%).

But it’s not necessarily just about what you buy, because where you shop can matter too. Household-favorite brand Costco ranked supreme under big-name retailers with the fairest prices. Nearly 93% of consumers reported that the warehouse club, known for offering brand-name goods in bulk as well as its own Kirkland Signature store brand, charges its members fair prices.

With the rise of online shopping over the past decade, Amazon (88%) and Walmart (88%) take the cake as the next biggest retailers with fair pricing — ranking higher than nearly all brick-and-mortar brands. In 2020, Walmart introduced Walmart+, its own membership program to compete with Amazon on prices for popular household goods.

It’s clear that the coronavirus pandemic also exacerbated certain shopping behaviors from many consumers. A 2021 survey from MediaRadar found that consumers have changed their shopping patterns greatly, and expect quick delivery and cheap prices from retail items delivered to their doorstep.

“eCommerce as a percentage of total global retail sales will also continue to grow over the next five years,” wrote the authors of the MediaRadar report. “This trend is not only a tailwind for digital brands, but also a headwind as the world of eCommerce becomes more crowded and competitive than ever.”

Here are the top five brands for each category in apparel, automotive, electronics and home and appliances.

People frequently get angry about prices, according to our data

The data also found that emotions run high when it comes to prices, whether it’s caused by unexpected price hikes for everyday goods or disappointment in product quality and value. In fact, 95% of consumers in our study reported getting angry about pricing from time to time, while nearly half of respondents said they get frustrated with prices on at least a weekly basis.

And it’s not just your imagination: The price you paid five years ago may likely not be what you’re charged now for a similar purchase, whether it be in a store or online. What’s more, the survey revealed that the No. 1 reason consumers get angry about pricing is when they remember a product being a lower price.

“Inflation will diminish the perception of a fair deal as the consumer can recall lower prices, and higher interest rates also raise payments for purchases that are financed,” said UCF’s Snaith. “In Florida, housing purchases have become increasingly unaffordable as rising prices the past two years are now accompanied by higher mortgage rates. Even so, transplants from other higher cost states may still view Florida’s housing market as a bargain even as longer-term residents feel the opposite.”

Why people may pay high prices despite being unhappy about it

Despite the survey findings, the willingness to pay unfair prices stem from a complex interplay of factors, from brand loyalty, convenience or even an ethical-based judgment on whether the consumer wants to support a certain brand. When surveying respondents on the reasoning behind paying high prices, these were the reasons cited:

• Quality of the product: 41%.
• Urgent situation or no patience to price shop: 23%.
• No other options to buy: 20%.
• Uniqueness of the product: 11%.
• Values-based (environmental impact, labor practices, etc.): 4%.
• None of the above: 1%.

Top deals shoppers felt were fair

In the survey, we also asked consumers to reflect on the best deal they ever got — and seven of the top 10 mentions were electronics:

1. TV.
2. Computer.
3. Shoes.
4. Smartphone.
5. Gaming Console.
6. Jacket.
7. Headphones.
8. Tablet.
9. Shirt.
10. Vacuum.

What some of the fairest brands had to say

We reached out to the top 25 most fairly perceived brands represented in our study to get reactions to appearing on this list. Here’s what company representatives had to say about their brands being ranked among the fairest in the U.S.

“At Sharpie, we take great pride in offering innovative and affordable products that provide our customers with a superior writing experience and help them channel their inner creativity,” said Gina Lazaro, Sharpie’s vice president of brand management. “Sharpie has been producing quality, cost-effective writing instruments for nearly 60 years, and we are committed to providing these products at a reasonable price.”

“We’re proud and honored that Dove has been identified as a brand people can rely on and trust for fair prices. We have intentionally crafted a brand with purpose, taking meaningful long-lasting actions that resonate with consumers,” said Alessandro Manfredi, chief marketing officer, Dove.

“We are thrilled Rubbermaid was voted one of the top six fairest brands in America,” said Waylon Good, Rubbermaid’s senior director of brand management. “At Rubbermaid, we recognize the importance of delivering a wide range of products that meet our customers’ needs at varying price points. We are committed to maintaining accessible pricing and quality home and kitchen products.”

“We are pleased to be recognized by consumers as one of the fairest brands in America,” said an Adidas spokesperson. “At Adidas, our consumers are at the heart of everything we do and we are committed to creating a positive shopping experience for all. We always strive to build and maintain the trust and loyalty of consumers by delivering the best high-quality products at fair prices.”

“I couldn't be prouder to see IKEA U.S. honored as one of the fairest companies,” said Javier Quiñones, CEO and chief sustainability officer of IKEA U.S. “We work hard to be a brand for the many people, especially those with thin wallets, which is why we aim to keep our prices fair and as low as possible. Our vision at IKEA is to make life better, and we want to enable people to make their dream homes a reality by offering quality home furnishings, solutions and services that are affordable and sustainable.”

How to be a savvy shopper

Saving your hard-earned money while shopping is a delicate balance between knowing where to nab the best deals and ensuring that you don’t waste too much time in the process — time is money, after all. Here are three tips to being a savvier shopper in today’s economic landscape.

Use a rewards credit card when appropriate

Whether you’re shopping for holiday gifts or routine household items, you’ll never want to leave extra money on the table. Consumers who feel confident in managing their finances and who can pay off their statement balances in full every month should consider leveraging credit cards that offer points, miles or cash back for purchases made on the card.

Take for example the Chase Freedom Unlimited®, a no-annual-fee rewards card that’s great for customers seeking a budget-friendly option. The card earns 5% cash back on travel purchased through Chase Ultimate Rewards®, 3% cash back on eligible dining and drugstore purchases and 1.5% cash back on all other purchases.

There’s also a welcome bonus for new Freedom Unlimited cardholders: Chase will automatically match all the cash back earned at the end of the first cardmember year.

The Capital One Venture Rewards Credit Card * The information for the Capital One Venture Rewards Credit Card has been collected independently by Blueprint. The card details on this page have not been reviewed or provided by the card issuer. is a popular travel rewards card that offers 5 miles per $1 on hotels and rental cars booked through Capital One Travel and 2 miles per $1 on other purchases. Your miles which can be redeemed for travel, gift cards and more. If we assume that miles are redeemed at a value of 1 cent each you’d need to spend at least $4,750 on purchases every year to justify paying the $95 annual fee.

Trying to pick the right card for your spending? Check out our best rewards credit cards list.

Know what protections your credit card offers

Many credit cards have a hidden power in the form of purchase protection benefits. You just have to take a closer look at the fine print.

Ever purchased an item that gets stolen or accidentally damaged? If this happens to you within the first few months of owning the item — usually around 90 days — and your credit card offers purchase protection¹, that may allow you to file a claim for reimbursement. There are coverage limitations, but this complimentary benefit comes at no extra cost for many consumers.

Other important protections to look out for include extended warranty¹ and cellphone protection², which can offer serious savings in the right scenario. Extended warranty extends the shelf life of eligible manufacturer’s warranties on purchases by typically an additional year or so, while cellphone protection can provide reimbursement for damage or theft to phones on your monthly plan.

Finally, return protection³ is a benefit that, while not as common as the three mentioned above, can be helpful if your card provides it. With this perk, if you try to return a purchase within an eligible time frame and the merchant won’t accept it, your issuer may reimburse you for it.

Examples of cards that offer all four protections include the Capital One Venture X Rewards Credit Card * The information for the Capital One Venture X Rewards Credit Card has been collected independently by Blueprint. The card details on this page have not been reviewed or provided by the card issuer. and The Platinum Card® from American Express (terms apply, rates & fees) — which has a $695 annual fee.

Consider opening a 0% intro APR credit card

It may seem counterintuitive, but applying for a new credit card can actually help you pay down debt. Specifically, you’ll want to set your sights on a 0% intro APR credit card, which offers an introductory no-interest period for a limited time on new purchases, balance transfers or both.

The Chase Freedom Unlimited®, mentioned earlier for its generous rewards program, also comes with a strong intro APR offer. Cardholders enjoy a 0% intro APR for the first 15 months on purchases and balance transfers, then a variable APR of 20.49% to 29.24%. An intro transfer fee of either $5 or 3% of the amount of each transfer, whichever is greater, applies in the first 60 days. After that, a fee of either $5 or 5% of each transfer applies.

If you need a longer intro APR period, consider the Wells Fargo Reflect® Card * The information for the Wells Fargo Reflect® Card has been collected independently by Blueprint. The card details on this page have not been reviewed or provided by the card issuer. . It offers a 0% intro APR for 21 months from account opening on purchases and on balance transfers made within the first 120 days, afterwards a 18.24%, 24.74%, or 29.99% variable APR applies. There’s a balance transfer fee of 5% with a $5 minimum.

Just make sure to pay off your balance in full by the time the intro APR period ends, as you don’t want to be on the hook for pricey interest charges once the regular APR kicks in.

Methodology

On Nov. 13, 2023, we surveyed 1,251 American consumers ages 18 to 58, asking about their experiences buying products from more than 100 high-profile brands. We used the Prolific online research platform and our results have a +/-3% margin of error at a 95% confidence level.

Our list of brands includes 100 high-profile brands in four major product categories and 10 retail store brands. Our team narrowed this list from 300 total brands, focusing on brands that are the most widely popular, accessible in price to many consumers, and offering more than one product. We excluded food products, digital products and gender-specific products.

To establish how fair a brand’s pricing is, we first asked consumers if they buy from a given brand with “any regularity,” and then asked them to choose whether the price for what they get is “fair” or “not fair.”

^{For rates and fees for The Platinum Card® from American Express please visit this page.}

^{*For Capital One products listed on this page, some of the above benefits are provided by Visa® or Mastercard® and may vary by product. See the respective Guide to Benefits for details, as terms and exclusions apply.}

^{¹Eligibility and Benefit level varies by Card. Terms, Conditions and Limitations Apply. Please visit americanexpress.com/benefitsguide for more details. Underwritten by AMEX Assurance Company.}

^{²Eligibility and Benefit level varies by Card. Terms, Conditions and Limitations Apply. Please visit americanexpress.com/benefitsguide for more details. Underwritten by New Hampshire Insurance Company, an AIG Company.}

^{³Eligibility and Benefit level varies by Card. Terms, Conditions and Limitations Apply. Please visit americanexpress.com/benefitsguide for more details.}