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Shoppers are increasingly gravitating toward American-made products this holiday season, driven by President Trump’s tariff policies and rising patriotic sentiment, according to the Alliance for American Manufacturing. Recent polling reveals that 50% of Americans are more inclined to purchase Made-in-USA gifts this year, representing a significant shift in consumer behavior.
The trend appears linked to Trump’s “America First” agenda and anticipation of the nation’s 250th birthday next year. Many consumers now view American-made products as more economical, particularly because they avoid tariff costs. Scott Paul, AAMG’s president and CEO, notes that price-conscious shoppers intuitively recognize that buying American helps them circumvent tariffs on imported goods.
While retailers typically stock primarily foreign merchandise, certain product categories offer substantial American-made options. Examples include Allen Edmonds shoes from Wisconsin, Filson’s Mackinaw wool coats from Seattle, and Chilewich woven place mats from Georgia. AAMG has released a 2025 Made in America Holiday Gift Guide to assist consumers in finding tariff-free gifts.
Trump’s trade strategy centers on implementing double-digit tariffs on imported goods to make them less attractive than domestic alternatives. The administration aims to revitalize American manufacturing, creating jobs and raising wages. Treasury Secretary Scott Bessent describes the tariff framework as a “melting ice cube” that will eventually become unnecessary if successful in bringing manufacturing back to America.
Critics argue tariffs increase consumer costs as customs duties are passed along. However, White House spokesman Kush Desai maintains that Trump’s policies have restored respect and pride in the “Made in USA” label globally.
AAMG polling data shows strong consumer support for domestic products: 83% would purchase more American-made goods if more widely available, and 82% would choose American-made products over similar imports. Only 9% were less likely to buy domestic options this year.
However, challenges remain in sourcing American-made products. Some categories, like smartphones, board games, and Christmas decorations, have limited or no domestic manufacturing options. Boyd Stephenson from Hobby Games notes that specialized manufacturing, such as board game pieces, is concentrated in China.
Overseas products often cost less due to lower labor costs and favorable exchange rates. Paul argues that American-made items offer superior quality, durability, and better return on investment. Companies like Filson report growing customer appreciation for craftsmanship and support for American manufacturing, particularly as consumers reconsider fast-cycle shopping habits and seek to avoid tariff uncertainty.
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