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Everyday Items That Have Huge Markups

Updated: Jul 15, 2023By Audrey KyanovaBusiness
This article originally appeared on Investing.com. It has been republished here with permission.
© Halfpoint / Shutterstock.com © Halfpoint / Shutterstock.com

Some of the most infamously expensive products in the world are movie theater snacks. Making a bag of popcorn at home costs next to nothing, so why are you spending big bucks on the exact same food at a theater? The reason has to do with something called a “markup.”

A product’s markup (sometimes known as its “price spread”) can be calculated by finding out the difference between what it cost to make it, and what it’s sale price is at the store. Major companies like Apple and Walmart often outsource their manufacturing to locations such as China, Mexico and Japan in order to bring down manufacturing costs – while sticking huge price tags on the final product.

With the markup in mind, you might be surprised to know just how much companies are really making on their products. If an item is in especially high demand, or if it holds a high symbolic value, consumer prices can skyrocket even further past their actual worth. Here’s what some of our most beloved products are actually worth versus what we end up paying for them.

1. AMC Movie Popcorn

Est. Production Cost: $0.60 for a medium*
Est. Retail Price:
$7.10 for a medium* 
Est. Product Markup: 1083.3 %

We all know that movie concessions are super expensive. Right now, according to Movie Theater Prices, the cost of a medium bag of popcorn is a little over $7 (minimum). In reality, popcorn costs just sixty cents to produce, according to CNN Money, which called movie theater popcorn one of “America’s biggest rip-offs.”

AMC Movie Popcorn @PlymouthMeetingMall / Facebook.com AMC Movie Popcorn @PlymouthMeetingMall / Facebook.com

So, why is it so expensive at AMC and other movie theaters? One Stanford marketing professor talked to Stanford Graduate and stated that it’s actually a good thing for us to shell out so much for snacks. When popcorn and other treats are priced high, movie theaters are able to keep ticket prices lower.

Concession sales, as opposed to ticket sales, are not shared. Theaters share ticket revenue with the production companies, but they keep 100% of the revenue they generate from popcorn, candy, and soda for themselves. Even if they were to cut prices of concessions, we’d see prices in tickets increase, leading to a similar, pricey overall cost.

2. LensCrafters Prescription Glasses

Est. Production Cost: $20*
Est. Retail Price:
$196*
Est. Product Markup: 880.0%*

High ranking executives at LensCrafters revealed to Vox that most glasses sold at their outlet stores only cost about sixty bucks to make. But, as those with poor eyesight know, we shell out anywhere from $50 to $1,000 for a pair. According to N Vision Centers, the average price of a pair of glasses is $196.

LensCrafters Prescription Glasses @SaveWithAAA / Twitter.com LensCrafters Prescription Glasses @SaveWithAAA / Twitter.com

The 2020 Institute had some thoughts on why glasses were so expensive from retailers like LensCrafters and National Vision Holdings. Frames and lenses are manufactured far better than in the past, and designer frame brands often drive up the price. As one Pr.com writer put it, they were truly shocked to find out that their $500 glasses cost just $14 to manufacture.

When you look at companies like EssilorLuxottica, which is the name behind some of the most fashionable, pricey brands in the world, it’s easy to see where the expense comes from. EL has no free market competition, so there is nothing to balance the scales. They can set the price anywhere they want—and they choose to set it high.

3. Dasani Bottled Water

Est. Production Cost: $0.00001 for the water*
Est. Retail Price:
$1.99* 
Est. Product Markup: 19899900.0 %*

FloWater pointed out the large discrepancy between the cost of the water itself and the actual plastic bottle when it comes to making bottles of water. The H20 itself costs just under $0.00001, but the plastic water bottle fills out the rest of the price. In Dasani’s case, that pins $1.99 on the consumer.

Dasani Bottled Water @DisneylandToday / Twitter.com Dasani Bottled Water @DisneylandToday / Twitter.com

Owned by Coca-Cola and sold pretty much everywhere in various quantities, Dasani Water is “purified” and “enhanced with minerals,” according to the packaging. Dasani competes with brands like Nestle, and it has revealed that its process filters the water using reverse osmosis, which helps reveal impurities.

If you’re upset about the high markup on bottled water, you might want to consider not buying it at all. Harvard University said that the “life cycle” of bottled water, from packaging to consumption to throwing it away, contributes to problems like pollution and global warming. Consider buying a reusable water bottle instead, or at least recycling your used plastic bottles. 

4. HP Printer Ink

Est. Production Cost: $0.23 per cartridge*
Est. Retail Price:
$40.99 per cartridge*
Est. Product Markup: 17726.0 %*

Printer manufacturers from companies like HP, Epson, and Canon have shed a little light on why printer ink is so expensive, usually costing over $20 for an ink cartridge that seems to run out all too quickly. Branded ink costs so much because the technology behind making the ink is expensive.

HP Printer Ink @TechGuySmartBuy / Twitter.com HP Printer Ink @TechGuySmartBuy / Twitter.com

So much at Hewlett Packard and other companies is spent on research and development. This R&D seeks to ensure reliability and top-notch ink quality, two things that are often lacking when you purchase ink from brands that are non-OEM. So, with that in mind, perhaps the markup is reasonable.  

Something called a “razor and blades” business model also can bear some of the responsibility for the high price of printer ink. With this model, one item (the printer) is sold at a low price, which increases sales of a good that is complementary to the item (the printer ink). Business Insider called this model “outdated.”

5. Tempur-Pedic Mattresses

Est. Production Cost: Under $1,500*
Est. Retail Price:
$3,999*
Est. Product Markup: 166.6 %*

Tempur-Pedic mattresses are, quite simply, not cheap. The company’s website states that the cost of one of their mattresses starts in the $1,500 range, but it quickly escalates to nearly $4,000 per mattress depending on your size and flex. There is no denying that these mattresses from the Tempur Sealy brand are high-quality, which certainly helps justify the price point.

Tempur Pedic Mattresses @FurnitureToday / Facebook.com Tempur Pedic Mattresses @FurnitureToday / Facebook.com

Tempur-Pedic makes memory foam mattresses, and it has been around far longer than the vast majority of its competitors. The high-density foam is unique when compared to other companies because Tempur-Pedic compresses their mattresses into a box. Mattress Clarity pointed out that Tempur-Pedic mattresses provide pain relief, which is why they’re so popular.

Tempur-Pedic uses memory foam technology that is based on research from NASA. The company’s mattresses even have the “Space Foundation’s Space Certification” to prove it. Judging from online reviews, these mattresses are worth the money if you have the thousands in cash to spare and, of course, need a comfy mattress. 

6. Nike Shoes

Est. Production Cost: $28.50 per pair*
Est. Retail Price:
$100 per pair*
Est. Product Markup: 250.8 %*

There are so many different styles of a Nike sneaker that it’s impossible to say what the average price would be, as the cost varies so wildly. What we do know is that they certainly aren’t as expensive to make as they are to buy. 

Nike Shoes @nikesportswear / Facebook.com Nike Shoes @nikesportswear / Facebook.com

In fact, according to a report by Portland Business Journal’s Matthew Kish, a pair of Nike’s costs $28.50 to produce. While it may look like Nike is making a huge profit, they do have other expenses to pay out. That’s not to say that the markup isn’t making them rich, though.   

And it’s not just the shoes that are expensive. Pretty much anything with the “Nike Swoosh” on it will cost money. Part of the expense comes from Nike’s partnerships with celebrity endorsers. Those partnerships aren’t cheap. For example, NBA star LeBron James signed a $1 billion lifetime deal with Nike. 

7. Grey Goose Vodka

Est. Production Cost: $5.97 per case*
Est. Retail Price:
$61.92 per bottle*
Est. Product Markup: 6092.0 %

ATR posed the question of how a case of Grey Goose vodka that costs under $6 to make ends up costing ten times more at the store. The answer is a little complicated, and it is really based on speculation. While making the vodka is cheap, growing all of the components and bringing them together is not.

Grey Goose Vodka @StokeTruths / Twitter.com Grey Goose Vodka @StokeTruths / Twitter.com

The wheat used in Grey Goose’s vodka grows in Picardy, France. The water is distilled from a 500-foot well in France’s Cognac region (the same region from which Costco sources its vodka water). The high quality is achieved without the addition of glycerol—it comes down to high-quality ingredients.

Online message boards often have debates about whether Grey Goose is worth the money, with some people saying it’s a high-quality vodka and others claiming it was created just to raise vodka’s premium. I guess the only way to know is to spend a little cash and do a taste test (if you’re of age, of course).

8. True Religion Jeans

Est. Production Cost: $50*
Est. Retail Price:
$332*
Est. Product Markup: 564.0 %*

Newser found that True Religion Super T jeans (the brand’s best-selling style) cost $50 per pair to make, but actually sells for $335 on the shelf and $152 wholesale. Retailers usually mark-up their prices almost two and a half times the average cost, but True Religion’s markup is even higher than that.

True Religion Jeans @truereligion / Twitter.com True Religion Jeans @truereligion / Twitter.com

The Wall Street Journal found that the reason for the expense has to do with the fact that True Religion makes it jeans in America. WSJ hypothesized that, were the jeans made in China, we’d pay just $40 per pair. Levi’s, by contrast, are made almost entirely in China, Italy, Japan, and other countries to drive down manufacturing costs.

Unfortunately, the reasons behind China’s and other countries’ manufacturing cheapness are rather sad. It costs less to manufacture goods like jeans in China because the Chinese government doesn’t impose many health, safety, or environmental regulations. Overall, these lax rules make China 10-20% cheaper to manufacture goods than the United States. 

9. Texas Instruments Calculator

Est. Production Cost: $15-$20*
Est. Retail Price:
$88-$120* 
Est. Product Markup: 500.0 %*

The Washington Post found an astonishing discrepancy between the cost of making the TI-84 calculator and the actual retail price for which the beloved Texas Instruments device. While the manufacturing costs range from $15 and $20, the purchase price ranges from $88 to $120.

Texas Instruments Calculator @Félix Nieves / Facebook.com Texas Instruments Calculator @Félix Nieves / Facebook.com

A big reason for that price discrepancy is the demand. Texas Instruments has, says QZ, kept somewhat of a legal monopoly on the graphing calculator industry. This monopoly has allowed the company to sell over 75 million models since its founding. 

The Washington Post described the TI-84 as an “outdated” calculator that was “unstoppable” regardless. Recently, a startup named Desmos has emerged to challenge Texas Instruments’ supremacy, since the federal government isn’t going to do it. Their products are, according to QZ, better than T.I.’s, and they are more affordable to boot.

10. Duracell Batteries

Est. Production Cost: $0.378*
Est. Retail Price:
$6.77 ($1.09/battery)* 
Est. Product Markup: 188.3 %*

Duracell is one of the most profitable battery companies in America. According to Wired, a tech publication, each battery (without packaging or anything) costs a little under 38 cents to make. However, when you purchase Duracell batteries in the packaging from sites like Amazon, the price per unit winds up being nearly three times that price at $1 per battery.

Duracell Batteries ©ROMAN DZIUBALO / Shutterstock.com Duracell Batteries ©ROMAN DZIUBALO / Shutterstock.com

The Berkshire Hathaway subsidiary is still cheaper than its main competitor, Energizer, which costs a whopping $0.755 per battery to make. Duracell batteries are more expensive in part because of the packaging. R&D likely factor into the price increase, judging from R&D’s impact on printer ink and vacuum cleaners.

Energizer, another big-name brand competitor of Duracell, is also similarly-priced. According to LifeHacker, part of the expense might come from the brand name itself, but their batteries also have more “power” and “last longer” than cheaper batteries you’d find at the dollar store. Over time, you’d spend more replacing the dollar store versions than just buying the high-priced brand-name ones.

11. Nestle Assorted Candy

Est. Production Cost: Unknown
Est. Retail Price:
$1.40/bar* 
Est. Product Markup: Unkown

Nestle outsources its candy bar manufacturing to Canada, something that distinguishes it from its main competitor, Hershey’s, who still makes all of its chocolate in America. The cost of producing a candy bar is unknown, but a Nestle Crunch Bar costs around $1.40.

Nestle Assorted Candy @OpenSky / Facebook.com Nestle Assorted Candy @OpenSky / Facebook.com

What is clear is that most cacao comes from small, family-owned farms that rely on cacao production in order to survive. Make Chocolate Fair found that 90% of cacao comes from farms that are between two and five hectares in size. 70% of the world’s chocolate, MFC stated, comes from just four countries in West Africa: Cameroon, Ghana, Ivory Coast, and Nigeria.

Nestle also has something called the “Nestle Cocoa Plan,” though it’s unclear whether that will change the price in any way, as it is slated to be completed by 2025. This plan is currently active in several countries, and it aims to improve crop quality and the lives of farmers working in cocoa-growing communities.

12. Apple iPhone

Est. Production Cost: $370.25*
Est. Retail Price:
$999*
Est. Product Markup: 169.8 %

Bank My Cell found that the materials for an iPhone X cost an estimated $370.25. The retail price for the same phone, however, started off at just under $1,000. Time found a similar trend in markup with the iPhone 6 (the 6 cost just $200.10 to build, while costing $649).

Apple iPhone ©Farknot Architect / Shutterstock.com Apple iPhone ©Farknot Architect / Shutterstock.com

So, why are Apple phones so expensive? Business Insider described this as the “Apple Tax.” Apple’s brand reputation let it charge a premium. When it adds more data/storage, it can charge even more.

And yet, despite the many complaints that iPhones are “overpriced” and unreasonably expensive, they still sell millions. One of the reasons for the iPhone’s desirability is the seamless integration with the rest of the Apple ecosystem, something tech experts have described as a “walled garden,” due to how tightly Apple controls its proprietary software.

13. Hallmark Cards

Est. Production Cost: $0.50-$2*
Est. Retail Price:
$2-$4* 
Est. Product Markup: 300.0 %*

Hallmark is one of the largest greeting card companies in the world, and as NBC pointed out, the company does what pretty much every other greeting card brand does: mark up its prices. NBC estimated that there’s a 200% markup on greeting cards, which usually cost between $2 and $4 at stores like Walmart and Target.

Hallmark Cards ©chara_stagram / Shutterstock.com Hallmark Cards ©chara_stagram / Shutterstock.com

NBC compared this markup to a “convenience” tax. Though mass-produced and cheap, there is a high demand for pre-made greeting cards as they’re easier than making a greeting card at home. Hallmark takes advantage of that convenience-induced demand to increase prices and make a profit.

But, is the greeting card industry truly long for this world? According to USA Today, industry sales decline at a rate of 3% per year, a trend expected to continue throughout 2023. Greeting card retail space in stores like CVS and Walmart has also declined by over 27% from 2013 to 2018.

14. Clinique Cosmetics

Est. Production Cost: $0.10-$3 per bottle*
Est. Retail Price:
$29.50/bottle of Even Better foundation* 
Est. Product Markup: 883.3 %*

Chemists Corner noted that the average cost to produce cosmetics is between ten cents and $3 per pound. Though Clinique’s production costs haven’t been publicized, this is the average for cosmetics in general. There is no denying that Clinique, which is owned by Estee Lauder, is quite expensive. The brand’s lineup of toiletries, makeup, and fragrances usually is sold at high-end department stores.

Clinique Cosmetics ©DianaDeluxe / Shutterstock.com Clinique Cosmetics ©DianaDeluxe / Shutterstock.com

Clinique is considered a premium brand, according to half of the analysts interviewed by Euromonitor. Premium makeup brands are classified as such because of their high-quality ingredients. They also usually have famous brand endorsers. Clinique just signed actress Emilia (Me Before You, Solo, Last Christmas) Clarke as its first brand ambassador.

Pretty packaging, brand prestige, and marketing might be increasing the price of premium makeup brands like Clinique, but is this premium makeup worth it? It’s true that premium makeup has a better formula than drugstore makeup, and it usually lasts longer. But, if makeup isn’t that necessary or important to you, drugstore brands will work just fine.