New Poll Finds Americans Still Very Much Prefer Made in America Goods

Americans also think big retailers should stock more Made in USA items, and agree online retailers should be required to display country of origin information.

No surprise here: Americans really, really like Made in America.

A new poll conducted by Morning Consult for the Alliance for American Manufacturing finds that the vast majority of respondents prefer to purchase American-made items during the holiday season. According to the poll of 2024 voters conducted earlier this month, 77% of respondents said they prefer to purchase Made in America items for holiday gifts.

An overwhelming majority - 82% - said they would buy more Made in America products if they were sold more widely by large retailers. In fact, 60% of poll respondents said they made a conscious effort to buy something Made in USA over the past year.

The poll is further proof that while imports from places like China have overtaken much of the market - one in five purchases this season are expected to come from sites like Temu and Shein - there continues to be an appetite among consumers for Made in America items. But the proliferation of those shopping apps, along with ultra cheap imported products on sites like Amazon, has made it even harder for folks to find American-made goods.

That's why every year we release the Made in America Holiday Gift Guide. The 2024 edition shines a spotlight on 112 companies that make their products in all 50 states, the District of Columbia, and Puerto Rico. It includes an eclectic mix of items at a variety of price points, so there's surely something for everyone on your gift list.

But there's more than policymakers can do, too, to support American manufacturers. For starters, Congress should pass legislation like the COOL Online Act, which would require online retailers to display country of origin information on all of their product listings, just like in-person retailers do.

Introduced by Sen. Tammy Baldwin (D-Wis.) and Vice President-elect Sen. J.D. Vance (R-Ohio), the bill would help increase transparency online and make it easier for Americans to find Made in USA products. That proposal also has the backing of American voters, as 82% of them said they support country of origin labeling requirements for online retailers.