When Americans head to the store or browse online, does it matter where a product is made?
For many, the answer is yes. Whether it's a car, a piece of clothing, or groceries, people are paying attention to the label.
The numbers show a steady trend. Back in September 2023, just under two-thirds of American shoppers (63%) say they factor in whether a product is American-made when making a purchase. This year, in February 2025, that number dipped only slightly to 61%, but the overall interest remains strong. Some consumers are loyal to American brands out of habit, while others see it as a conscious choice to support the economy.
But does this sentiment cut across political lines?
Not quite.
Republicans (75%) are much more likely to prioritize American-made goods than Democrats (50%). That’s a noticeable gap, but it’s not surprising. Economic policy, job creation, and national identity often shape consumer choices, and this is one area where personal values seem to play a role.
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Why Do People Buy American?
For those who make an effort to choose U.S.-made products, the reasons vary. Some focus on quality, others on economic impact. Some simply just like the idea of knowing where their products come from.
Keeping Money Local
One of the biggest motivations for buying products tagged “Made in the USA” is supporting the local economy.
More than eight in ten (81%) say they prefer to keep their money in their community by buying American-made products. These shoppers believe their dollars should stay close to home regardless of whether it’s a neighborhood bakery, a U.S.-based clothing brand, or a domestic auto manufacturer.
Buying Based on Values
Beyond economics, many shoppers see their purchases as a reflection of their beliefs.
Just under three-quarters (72%) say they want their spending to align with American values. That might mean supporting ethical labor practices, ensuring fair wages, or reinforcing a sense of national pride.
Finding Better Quality
For years, there’s been a perception that American-made goods last longer, work better, or are simply made with more care.
That belief still holds, but not as strongly as before.
In early 2023, 68% of consumers said they thought American products were better quality. By 2025, that number had dropped slightly to 64%. While that’s still a majority, it raises an interesting question: Are people starting to see international brands as “just as good”?
Paying More
There’s often a price difference when choosing American-made products, and not everyone is willing to pay extra.
That said, more than half (56%) say they are. This suggests that while cost is a factor, a large segment of shoppers believe the benefits outweigh the price tag.
Seeking Greener Options
One less obvious reason to buy American is the environmental impact. More than half (54%) say they believe U.S.-made products have a smaller supply chain, which makes them better for the environment.
Shorter shipping distances can mean fewer carbon emissions, and stricter domestic environmental regulations may play a role as well.
What’s Next for "Made in the USA" Shopping?
For shoppers, the decision to "buy American" isn’t always black and white. Some products are harder to find domestically, and price matters, too. But for many, where something is made is still part of the equation.
Whether that continues in the years ahead will depend on shifting consumer priorities, global trade, and, of course, what's on the shelves.
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The Ipsos research shared in this article has been sourced from: https://www.ipsos.com/en-us/buying-american-remains-popular-democratic-support-wavers
