Why it's so hard to buy 'Made in America': Shoppers face tough choices despite strong intentions

Time of India

26-05-2025

For many Americans, buying products labelled 'Made in the USA' is more than a patriotic act — it's a commitment to supporting domestic workers and industries. But despite the desire, the reality of sticking to American-made goods is far more complicated than many expect.
Dianna Huff, a 62-year-old New Hampshire resident, has spent more than a decade trying to buy only American-made products. While she's succeeded with items like sheets, socks, and sofas, others — including her phone, glasses, and bathroom scale — have proven impossible to find without a foreign label. 'It's been a real journey that's come with frustrations and misadventures,' Huff said as quoted by The Wall Street Journal.
Her challenge reflects a broader trend. Global supply chains built over decades have made some categories nearly impossible to source domestically. For example, nearly half of all new passenger vehicles sold in the US in 2024 were assembled outside the country, according to S&P Global Mobility. Smartphones — nearly all of which are manufactured overseas — are another major hurdle.
While many consumers are willing to pay more for American-made products, cost remains a barrier.
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A Morning Consult survey found that while more than half of US adults intentionally buy domestic goods at least sometimes, only 11% are willing to absorb a price increase of more than 15%. And for some items — like smartphones or certain tools — US-made versions are simply not available.
Matt Braynard, a 47-year-old political consultant from Northern Virginia, has spent the last five years committed to buying American.
He swapped imported designer clothes for US-made apparel, including jeans from Imogene + Willie, shirts from 1620 Workwear, and New Balance sneakers. While his choices cost more upfront, Braynard believes they last longer. 'It isn't always easy,' he said. 'When I walk through a shopping mall… there's really nothing for me there.
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Even committed shoppers make concessions. Anne Collins, 75, runs a Facebook group called Have Fun Buying Not Made in China.
Though she's helped members find US-made foil pans, artificial flowers, and mops, she admits that even her carefully curated Easter basket included some imported knickknacks.
Despite increasing demand and political pushback — including steep tariffs threatened by President Donald Trump — rebuilding America's manufacturing base will require more than consumer willpower. For now, living a truly 'Made in America' life remains an admirable but difficult mission.
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