Patriotic vibes and tariff fears fuel uptick in ‘Made in USA’ shopping this holiday season

American shoppers are more likely to buy American-made products than last season, a top U.S. manufacturing group says, pointing to President Trump’s tariffs and patriotic fervor as the main drivers.

Recent polling from the Alliance for American Manufacturing, or AAMG, found 50% of Americans are more inclined to look for Made-in-USA gifts this year.

The uptick may be an extension of the tone set by Mr. Trump’s “America first” agenda, or a look ahead to the country’s 250th birthday next year.

Some shoppers also view “Made-in-USA” as a better deal than in the past.

“Mostly because of tariffs, right?” AAMG President and CEO Scott Paul told The Washington Times. “Some people have altered their consumer behavior – others haven’t. But everyone is a little bit more price-conscious and, I think, one intuitive way to work around that is to think, ‘Well, if I buy American, there are not any tariffs.’ So it might cause them to specifically seek out USA-made goods.”

Retailers often stock a vast array of foreign goods. However, some gift categories offer a wide range of American-made options.

For instance, there are upscale men’s shoes from the Allen Edmonds factory in Port Washington, Wisconsin; Mackinaw wool coats from Filson, made in Seattle; and woven placemats from the Chilewich factory in Chatsworth, Georgia.

AAMG recently released a 2025 Made in America Holiday Gift Guide to help shoppers find tariff-free presents.

Mr. Trump’s trade agenda hinges on setting double-digit tariffs on goods entering U.S. markets, ostensibly making them less desirable than American-made goods.

The idea is to revitalize American manufacturing, creating jobs and higher wages.

Critics of the plan argue that tariffs make products more costly as customs duties are passed to consumers.

Mr. Trump reminds people that tariffs don’t apply to made-in-America goods. 

Treasury Secretary Scott Bessent describes the tariff framework as a “melting ice cube” that, if successful in driving manufacturing to the U.S., eventually won’t be needed at all.

“Thanks to President Trump’s America First trade and economic policies, the ‘Made in USA’ label is once again commanding respect and pride – not just from Americans, but from the whole world,” White House spokesman Kush Desai said.

Beyond tariffs, there’s been a tide of U.S.-centric advertising on the airwaves of late. American truck companies leaned hard into the theme around Memorial Day.

Weather Tech, the maker of floor mats and other automobile accessories, is touting its “American-made” gifts on the airwaves this holiday season.

“People are pretty patriotic and want to go out there and express it in their own ways,” Mr. Paul said. 

Heading into peak holiday-shopping season, an AAMG poll found:

• Besides the 50% of American shoppers who are more likely to buy American-made products this year, about a third (31%) are “about as likely” to buy U.S. products compared to last year. Only 9% were “less likely” to buy domestic options.

• The vast majority (83%) of shoppers said they would buy more Made in USA goods if those products were more widely available.

• If given a choice, 82% would choose an American-made product over a similar imported one.

• “Made in USA” is the most appealing label that would encourage Americans to opt for a domestic product, compared to 8% who said a “tariff-free” label would entice them the most.

Determining which products are made in the U.S. can be difficult, and large, import-heavy retailers often get more exposure through advertising.

Some products have limited or no American-made options.

“If you’re looking for a smartphone, forget about it,” Mr. Paul said.

Members of We Pay the Tariffs, a business coalition pushing back on Mr. Trump’s tariffs, said that is also true of board games, Christmas decorations, and other items.

“I understand everyone is like, ‘Oh, board game pieces can’t be that difficult to manufacture.’ Well, let me tell you, you are wrong, and the fact of the matter is that, really, there are about six factories that do it really well. And guess what? They’re all in China within about 80 miles of each other,” said Boyd Stephenson, the principal at Hobby Games of Suburban Maryland, on a media call hosted by We Pay the Tariffs.

Products made overseas are often cheaper due to lower labor costs in the countries of origin, or exchange rates and other factors.

Mr. Paul said American-made items are known for quality, so durability and “return on investment” ought to be factors in what constitutes a bargain.

He also said new tariffs and shipping costs, as well as intangible costs such as less favorable overseas treatment of laborers or the environment, should be factors when deciding whether to buy American.

Filson, a Seattle-based outdoor clothing company, told The Times that shoppers are looking for “higher-quality gifts that last, especially as people rethink fast-cycle shopping habits.”

In a written statement, the company said it has seen a growing appreciation for craftsmanship; a renewed interest in supporting American manufacturing and local jobs; and, for some, “an effort to avoid uncertainty around tariffs or long supply chains.”

“Many of Filson’s most iconic products, including our Mackinaw Wool coats and other select apparel and accessories, are still made in our Seattle factory and in partner facilities across the country,” the company said. “As customers become more thoughtful about what they buy and where it comes from, we’re seeing that authenticity resonate even more.”