Made in America Study

Pub­lish Date: 11/6/2025

As inter­est in sup­port­ing domes­tic man­u­fac­tur­ing con­tin­ues to grow, under­stand­ing how con­sumers per­ceive and val­ue ​“Made in Amer­i­ca” prod­ucts has nev­er been more impor­tant. The Home Improve­ment Research Institute’s Made in Amer­i­ca Study explores how shop­pers eval­u­ate Amer­i­can-made home improve­ment prod­ucts ver­sus import­ed goods, the fac­tors dri­ving their pur­chase deci­sions, and the impact of eco­nom­ic con­di­tions such as tar­iffs on these pref­er­ences. This research pro­vides man­u­fac­tur­ers, retail­ers, and mar­keters with valu­able insights into con­sumer behav­ior, brand trust, and the evolv­ing sig­nif­i­cance of domes­tic pro­duc­tion in the home improve­ment market.

Research Objec­tives:

• Mea­sure how much con­sumers val­ue ​“Made in Amer­i­ca” labels when pur­chas­ing home improve­ment prod­ucts rel­a­tive to oth­er countries.
• Com­pare per­cep­tions of qual­i­ty, brand rep­u­ta­tion, and trust for Amer­i­can-made ver­sus import­ed products.
• Con­duct con­joint analy­sis to assess will­ing­ness to pay for domes­ti­cal­ly pro­duced goods vs. oth­er coun­tries and under what conditions.
• Eval­u­ate the con­sumer impact of tar­iffs on Made in Amer­i­ca preference.
• Seg­ment home­own­ers based on atti­tu­di­nal char­ac­ter­is­tics to uncov­er dis­tinct pro­files and deci­sion-mak­ing patterns.