The way Americans are chomping Big Macs, lacing up pricey sneakers and gulping peppermint mochas in this economy, you’d think they’re taking advantage of big holiday discounts.
The truth is they’re paying more.
McDonald’s, Nike, Starbucks and other companies initially worried that customers would run the other way when they started raising prices to offset their higher costs for ingredients, fuel and packaging. But so far, cash-strapped Americans largely have swallowed the price spikes. And they’re continuing to do so during this holiday shopping season.
On a recent weekday, five full floors of shoppers in a Nike store in New York didn’t seem to mind paying more for their favorite kicks, including the almost $200 sneakers named for NBA star LeBron James. At a McDonald’s across town, people munched on Big Macs and fries that cost a dime or two more than last year. Customers also piled into a Starbucks down the street, where cappuccinos and many other specialty drinks now top $5.