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Face Masks in High Demand, but Consumers Say They Want to Pay Only $1 for One
A new poll shows respondents unwilling to pay more than $3 for a face mask during the pandemic
The ideal price point for face masks among all consumers is $1, according to a Morning Consult analysis, but makers of face masks are often charging much more than that. (Anna Shvets / Pexels)
BY ALYSSA MEYERS
April 16, 2020 at 3:33 pm ET
Regularly wearing face masks could soon become part of the country’s new reality during the pandemic, as social norms shift to help prevent the spread of the coronavirus, but consumers are not willing to spend much on the product. While prices for face masks vary depending on the seller, new Morning Consult polling found consumers’ ideal price is just $1.
A Morning Consult analysis based on the Van Westendorp model — which finds an optimum price point for goods or services by considering what prices consumers believe are “too expensive” and “too good to be true” — found that consumers would pay $1 to $3 for a face mask, with $1 being the optimal price.
Face masks on platforms such as Amazon.com Inc., along with at local shops such as bodegas in New York, are offering reusable and disposable face masks in value packs or for only a couple of dollars each, but many retailers that have started only recently begun producing reusable masks are charging closer to $10 to $30 a pop.
Face masks have become more popular in recent weeks. Sixty-six percent of U.S. adults said they have worn a mask in public in the past month, according to April 14-16 polling, a 16-point increase from those who said the same just last week. The most recent survey was conducted among 2,200 U.S. adults and holds a margin of error of 2 percentage points.
Beginning Friday, New Yorkers will be required to wear face coverings when out in public and social distancing is not possible, according to an executive order issued by Gov. Andrew Cuomo. The Trump administration and the Centers for Disease Control and Prevention have also issued guidelines this m
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