Consumers are choosing value over premium at a rate I've never seen before. And
By Brandon Fishman · April 24, 2026 · Curated by George's Blog
Consumers are choosing value over premium at a rate I've never seen before. And I'm one of them.
I used to buy all my golf clothes from this brand, and it was $100 for a polo.
Then I got an ad for a TikTok Shop brand that was selling the same type of polo for $20. The quality was the exact same, if not better.
So I made the switch, and I don't plan on going back. And I'm not alone in that.
This is happening across every category.
The brand premium used to buy you something: quality signal, status, trust.
Now, reviews, creator content, and factory-direct pricing have made quality completely transparent.
What's left is the price gap.
And right now, in this economy, that gap is widening every week.
For brands selling on TikTok Shop and Amazon: this is your moment.
The consumer is actively looking for permission to trade down.
If your product is cheaper AND better than the name brands, now is the time to say it.
Give them a great product at a real price, and they'll pick you over the logo every time.
♻️ Repost if you're seeing this shift in your category.
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