Home » Operations » Retailers See Consumers Seeking U.S.-Made Products

Retailers See Consumers Seeking U.S.-Made Products

Consumers choose what products to buy for a variety of reasons. Cost, convenience and personal tastes can all be factors. No matter why consumers buy certain products, market performance can show some manufacturers continue to have strong sales. For some of these manufacturers, the fact that they are producing U.S.-made products could play a major role.

Not all consumers consider where a product is made when making buying decisions, but for retailers based in the U.S., carrying products made close to home might be an important factor. In a 2017 Hardware Retailing survey, 62 percent of retailer respondents said they noticed customers seeking out U.S.-made products. With the majority of retailer respondents seeing this trend, all retailers should consider how locally made products can help boost their business.

Categories That Feature U.S.-Made Products

1. Kitchen and Housewares
Some of the most classic brands in kitchen appliances and cooking utensils are still going strong and have kept building their products in U.S. communities. From stand mixers to cast iron cookware, there are brands in the housewares department for retailers to take advantage of.

2. Power Tools
Power tools and outdoor power equipment products can often be merchandised at higher prices already, so a tie to the States can only help. One of the top reasons consumers gravitate to U.S.-made products is that they believe those products to be higher quality.

3. Gifts
It’s hard to get more “made in the U.S.” than being manufactured down the street. With retailers often looking to showcase their local communities, it makes perfect sense to bring in products like candles, cards and gift items made by local craftspeople and hobbyists.

Consulting Consumers

According to a recent survey from Consumer Reports, 8 in 10 American consumers say they would rather buy American-made products, and 60 percent say they’re willing to pay 10 percent more for products manufactured within U.S. borders. The draw of locally made products can be effective. Review some other conclusions from the survey here.

80% pie chart80%
believe U.S.-made products are produced under better conditions.



76% pie chart76%
of respondents say food is the most important category for U.S.-made goods.



39% pie chart39%
believe big boxes mostly sell products made outside the U.S. and are annoyed by it.

About Chad Husted

Chad is an assistant editor for Hardware Retailing magazine. A Purdue University graduate, Chad has covered sports and news at the high school, college and Olympic levels as a sports writer, editor and designer for multiple newspapers. Prior to joining the NRHA, he was the sports editor for the Herald Journal in Monticello, Indiana, and a designer and copy editor for the AIM Media Indiana group in Columbus, Indiana. When not cultivating his beard, he enjoys backpacking, cooking, traveling and watching too much sports and Netflix.

Check Also

Pick Their Brains: What Drives the Top Private CEOs

Each year, Inc. magazine surveys CEOs of the fastest-growing private companies in the U.S., gaining …