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I would put it this way -- Europeans are used to high prices. Gross incomes in a few European countries are a lot higher than in the US. Of course, that surplus goes to the tax man. The average German salary worker now hands over 49% for taxes, health insurance, unemployment insurance, etc. Add to that a 19% sales tax. While there has been a trend in recent years to buy cheaper goods, that has meant cheaper quality -- not cheaper prices for the main brands.
For many Americans shopping is a passion, comparing prices, etc. The competition is very cut throat. And the US market is much more transparent (comparison advertising, low price guarantees, etc -- all of which is illegal in much of Europe). Besides, internet purchases are taxed in Europe, so there is no incentive to buying on the net. If you have to pay shipment charges then you wind up paying more than in a store and you have to wait to get the goods.
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