How to look worth it (a cheat sheet for creating perceived value in tough times)

Inflation's still hanging around the party like that guest that just won’t get the hint (you know the guy.)

And consumers, well, they’re not necessarily spending less. But they are spending smarter. Economic uncertainty is here. And it’s altering consumers' perception of value.

According to Deloitte, people across all income brackets are putting value at the top of their shopping list. And a survey from UserTesting showed that shoppers in the US, UK, and Australia are willing to pay 25% more for their favourite brands, even now.

Why?

Because when something feels worth it, people make room for it in their lives.

This is why perceived value is where the magic lies for marketers and small business owners. And it’s not about what you charge. It’s how you justify it. Emotionally, aesthetically, and strategically. You don’t have to lower your prices to win. You just have to make people believe you’re worth it.

You know what they say about first impressions? There's a reason for that. And in this case, first impressions = value judgements. If your digital or physical presence looks like it was thrown together in a panic at 2am, people will assume your product was, too.

Perceived value starts before someone even reads your product description.

It's in the vibe. The mood. The design choices. The way your Instagram grid is curated, or how your website loads. A sleek layout, great visuals, and clear language all add up to a feeling of "this brand has its act together". And if you’ve got your act together, the logic goes, your product must be worth trusting (and paying more for.)

The good news? You don’t need to drop thousands on a rebrand. Even small tweaks matter. Using better photos, consistent fonts, or a more confident tone of voice can dramatically shift how valuable you appear.

So, here's what else to keep in mind when it comes to perceived value:

People rarely buy based on specs alone.

They buy because they want to feel something. A sense of pride, comfort, identity, or control.

So instead of leading with “100% organic cotton,” tell them this is the tee that will survive the laundry, soften with every wash, and still look good when you wear it three days in a row. Because in this economy, we love a serial outfit repeater.

Make the transformation tangible. Show how their life is better, easier, cooler, calmer, or more interesting with you in it. Understanding that value is emotional, not just economical, is key.

You can’t just slap the word “premium” on your site and expect people to believe you.

Value isn’t a claim. It’s a story you need to support with receipts.

That might look like glowing customer testimonials, before-and-after shots, or even behind-the-scenes content showing the care that goes into what you do. Transparency builds trust, and trust builds value.

One of the easiest wins? Show your product in context. A short video of someone using your thing in the wild does more for perceived value than any adjective-laden paragraph ever will.

People are tired.

They’re doing the mental calculations for every purchase. So, make it easy for them. Is your product more expensive because it lasts longer? Uses better materials? Replaces three other things?

Say that then! Break it down. Draw comparisons. Help people see the cost per use, not just the price tag. Even better? Use humour. “Costs more than your last impulsive Uber Eats order, but way less regret.” That’s a value pitch and a wink.

You can create mini moments of luxury.

You don’t need to be Hermes to deliver a high-end experience. In fact, some of the most beloved small brands win on the strength of little things: a beautifully wrapped parcel, a handwritten thank-you note, a kind email from the founder. These touches stick. They say, we see you, and we care, and that makes people more forgiving of price.

Value isn’t just in the product. It’s in how you make someone feel all the way through, from click to unboxing. If every part of your brand says “we’ve thought this through,” you become worth more in their mind.

Don’t let your pricing strategy sound like a legal memo.

Instead of nervously apologising for rising prices or hiding them altogether, be real. Be human. Try, “We’ve made a few small changes to keep delivering the quality you love, without cutting corners. Thanks for sticking with us, we’ve got you.”

Empathy works better than excuses. Especially when things are tight for everyone.

And finally, own your lane.

One of the strongest signals of value is confidence. If you know exactly who you are, who you're for, and what makes you special, people will pay attention.

You don’t need to appeal to everyone. You need to resonate deeply with the right someone. Niche is powerful. Specificity breeds trust. And when your branding, pricing, and positioning are all in sync? That’s where the magic (and margins) live.

At the end of the day, value isn’t just about what’s in the box.

It’s about what your brand signals, what your product promises, and how every touchpoint feels. If you’re navigating economic uncertainty, don’t panic and discount. Step back and ask, how can I help my customers feel like they’re making the smartest, most satisfying choice, even if it costs a little more?

That’s the kind of brand people come back to. And in this economy? That’s freaking priceless.

-Sophie Randell, Writer