AAM Poll: 41% of Shoppers Say “Made in USA” Is the Most Appealing Label, vs. 8% for “Tariff-Free”

Shoppers rank “Made in USA” as the most appealing product label by a wide margin, according to polling the Alliance for American Manufacturing (AAM) released on November 12, 2025, with its “2025 Made in America Holiday Gift Guide.”

What the poll found

• 41% of respondents said “Made in USA” was the most appealing label. Only 8% picked “tariff-free.”
• 82% said they would choose a USA-made product over a similar import, and 76% said they prefer to buy USA-made products when possible.
• 83% said they would buy more USA-made goods if they were more widely available.
• 77% said online retailers should be required to show country-of-origin labels, and 80% said those labels help them make informed choices.

The guide, in its 12th year, lists 148 manufacturers from all 50 states, the District of Columbia and Puerto Rico. Retail Brew noted that AAM is pitching it this year as a way to shop without tariffs.

“The U.S. advertising space is dominated by importers and large retailers.”

Scott Paul, president, Alliance for American Manufacturing

Why it matters for Made in USA

The results show that the Made in USA claim itself, not tariff messaging, is what moves shoppers. That is also why accurate labeling matters: the label carries real value, and the FTC and state laws require that unqualified claims be true.

The strong support for country-of-origin labels online is notable. The FTC already requires mail-order and online catalogs of textile, wool and fur products to state origin, but most other online product listings have no such rule.

FAQ

Which label do shoppers find most appealing?

In AAM’s 2025 poll, 41% chose “Made in USA,” compared with 8% for “tariff-free.”

Do shoppers want origin labels online?

Yes. 77% said online retailers should be required to include country-of-origin labels.

How many companies are in the 2025 gift guide?

148 manufacturers from all 50 states, the District of Columbia and Puerto Rico.