Why Customers Will Pay More for Brands They Love (And What Your Business Can Learn)

We often hear that consumers are laser-focused on price, but it turns out that is only part of the story. According to a recent UserTesting survey of 4,000 consumers across the U.S., Australia, and the U.K., more than two-thirds are willing to pay an average of 25% more for their favourite brands. Yes, you read that right, they will pay a quarter more just to stick with the brands they adore. Tariffs be damned!

So, what’s behind this loyalty, and how can businesses tap into it without just slapping a “loyalty” label on everything? Let’s unpack the insights and, more importantly, the takeaways you can actually use.

It’s Not Just About Price, It’s About Experience

Bobby Meixner of UserTesting summed it up beautifully: “Price matters, but it’s not everything.” Consumers are drawn to brands that feel personal, reliable, and rewarding. Think about it. When times get tough, people do not want to gamble on unfamiliar names. They crave the comfort of brands they trust to consistently deliver.

In fact, 4 in 5 U.S. consumers can name at least one brand they feel loyal to, and on average, they are loyal to six brands. That is six golden opportunities for businesses to earn and nurture trust.

Where Loyalty Lives (and Where It Pays Off)

Consumers report the strongest loyalty in categories like:

• Grocery and food
• Clothing and footwear
• Electronics and phones

But here’s where it gets really interesting. They are willing to pay the biggest price hikes for gaming, jewellery and watches, and fitness brands. So yes, your gym leggings and smart watch may be safe from bargain hunting for now.

Nostalgia Sells, But Only If You Back It Up

About 71% of U.S. consumers say they are more likely to buy from brands that remind them of childhood. Cue the vintage logos, retro packaging, and throwback campaigns. But nostalgia is only part of the equation.

The everyday experience still reigns supreme. If your brand sparks childhood memories but drops the ball on service or quality, consumers will not stick around. Delivering on the promise behind the nostalgia matters far more than the warm fuzzies alone.

Takeaways: How Brands Can Build Unshakable Loyalty

Here’s your cheat sheet for turning casual customers into lifelong fans:

✅ Invest in customer experience. Make every interaction smooth, thoughtful, and valuable.

✅ Stay consistent with quality. Whether it is a $5 latte or a $500 pair of headphones, reliability builds trust.

✅ Engage authentically. Be human. Talk with your audience, not at them.

✅ Use nostalgia wisely. A touch of the familiar can draw people in, but it is the day-to-day delivery that keeps them.

At the end of the day, loyalty is not bought. It is earned, nurtured, and protected. Brands that understand this do not just survive price hikes; they thrive through them.