Polling Shows Demand for American-made Goods is High

Luckily, the 2025 Made in America Holiday Gift Guide is here to help.

The 2025 Made in America Holiday Gift Guide is here, and it’s already helping me stock up for the big day in late December. I just bought my kid a toy hermit crab, 3D-printed in New Mexico, as a stocking stuffer.

But I’m not the only one who’s likely to be buying USA-made gifts this year. Whether they use the Alliance for American Manufacturing gift guide or not, Americans overwhelmingly prefer locally made goods. New polling from Morning Consult shows more than 80% of Americans are as likely or more likely to buy American-made products this year than they were last year. A similar number of respondents say they would buy more American-made goods if they were more widely available through large retailers like Walmart, Target or Amazon.

Some more interesting data points:

1. Nearly four in five (76%) prefer to buy U.S.-made products, when possible, primarily to boost the U.S. economy (59%) and create American jobs (59%). Compared to last year, half of shoppers say they are more likely to purchase domestically made products.

2. When given a choice, 82% would choose an American-made product over a similar imported one. “Made in USA” (41%) is the most appealing label, driving Americans to purchase domestically made products, while only 8% find “tariff-free” the most compelling marketing term.

3. While 71% of Americans say they often see American-made products — especially in local independent stores (39%) and on social media (38%) — those who don’t often see them cite corporations moving or planning to move production overseas (34%) as the main reason.

4. A majority of Americans believe online retailers should be required to include country-of-origin labels (77%) and say these labels help them make informed choices as consumers (80%).

All told, it’s the majority of us out here that would like to buy more American-made goods, support American manufacturing jobs and boost local American economies in the process. And AAM’s holiday gift guide makes it easier. Looking for an artisanal wooden jigsaw puzzle made in Washington? A gigantic stuffed penguin made in Nersey?  Kids bikes from Indiana? Moccasins from Maine? Kayaks from Georgia? A kinfe, made in Missouri, of reclaimed high-carbon steel? Find it all on the gift guide. And find all of the Made in America polling here.