by To stay competitive, domestic brands must emphasize quality, customization, convenience and storytelling
HIGH POINT — Americans have long claimed a soft spot for “made in America.” There’s something about a star-spangled label that tugs at the patriotic heartstrings — or maybe it’s just easier to justify spending more on a dining table made here.
But here’s the rub: The data doesn’t exactly match the rhetoric. In 2022, 60% of U.S. consumers said they were more likely to purchase a product they knew was American-made.
Today? That figure has slipped to around 50% — an 18% drop in influence, according to a recent Conference Board study surveying 3,000 U.S. adults.
So, what’s driving this shift? Tariffs, price sensitivity, inflation and trade policies are reshaping how consumers perceive “made in” labels — even those signaling U.S. origin.
According to Denise Dahlhoff, Ph.D., the report’s author, many Americans now associate “made in USA” with higher costs because of domestic production expenses and tariffs on foreign goods. Put simply, patriotism is still nice, but value often wins the day.
Key takeaways from the study have direct implications for residential furniture makers:
- Older Americans are losing enthusiasm for U.S.-made goods. Consumers age 55+, historically loyal to domestic brands, are now more price conscious. For furniture makers, this means higher-end, pricier “American-made” offerings may face stiffer resistance.
- Younger Americans are warming to domestic production — but with a sustainability twist. Under-35 consumers are increasingly interested in U.S.-made products for reasons tied to sustainability and job creation. This is an audience that can be captured with eco-friendly materials, modular designs and strong brand storytelling.
- Affluent buyers care — but selectively. While consumers earning up to $125,000 prefer products from countries associated with upscale goods, even they are considering value. High-end furniture brands may still leverage “made in France or Italy” cues, but domestic makers can compete with quality, customization and speed.
- Foreign-made products aren’t automatically winners. Canada and Mexico are viewed favorably, China less so and low-cost producers such as Vietnam, Bangladesh or India have limited appeal.
- Domestic furniture makers can highlight craftsmanship and quality as advantages over less costly imports, but they can’t rely solely on patriotism anymore.
For residential furniture manufacturers, the takeaway is clear: “made in America” alone is no longer enough.
To stay competitive, domestic brands must emphasize durability, customization, convenience and storytelling. Offer warranties, faster shipping and modular designs. Spotlight artisans, locally sourced woods or eco-friendly practices. Even small touches — like simplified assembly or trend-conscious color palettes — can turn the domestic price premium from a deterrent into a value proposition.
In short, the star-spangled sticker still matters, but by no means is it a free pass. Domestic furniture makers need to work harder, smarter and maybe a little sassier to keep Americans opening their wallets — and their homes — wide.
To learn more about the study, click here.
