A new study on behalf of Trace One has identified the U.S. states and designated market areas (DMAs) with the greatest interest in American-made goods.
As foreign trade policies shift under new federal initiatives, interest in American-made products is on the rise. With the recent announcement of a “reciprocal” tariff plan by the Trump Administration, many consumers are re-evaluating where their goods come from—and what it means to buy domestic.
To better understand these trends, researchers at Trace One—a product lifecycle management software company—conducted a nationwide survey of U.S. adults and combined the results with search behavior data from Google Trends. This analysis explores how quickly interest in domestically-produced goods is increasing, the reasons consumers value them, how much more people are willing to pay, and which locations show the strongest demand.
A Growing Interest in American-Made Products
Source: Trace One analysis of Google Trends data
Americans’ interest in domestically-produced goods is growing rapidly. Since the beginning of 2025, online searches for the phrase “made in USA” have surged—nearly doubling in relative terms. Although current levels remain below the historic peak seen during the early months of the COVID-19 pandemic, they now surpass those recorded during the majority of the pandemic period and its aftermath.
This upward trend is mirrored in consumer attitudes. According to Trace One’s April 2025 survey, 43% of Americans said they’ve become more interested in buying American-made goods over the past year, while just 26% disagreed and 31% remained neutral. When asked which types of products they are most likely to seek out as domestically-produced, groceries topped the list, selected by 64% of respondents. This was followed by clothing and apparel (50%) and vehicles (42%), indicating interest in both everyday essentials and high-value purchases.
The Perceived Benefits of Buying American-Made Products
Source: Trace One Made in America Survey 2025
Among American consumers, the most widely cited benefit of buying domestic goods is supporting American jobs and workers. This view holds across all major demographic groups, with nearly four in 10 respondents (39%) identifying it as the largest upshot of purchasing American-made products. However, the degree to which people rank this benefit depends on political views and age.
Among political affiliations, Democrats were the most likely to cite supporting U.S. jobs as the top benefit (44%), followed by independents (40%) and Republicans (35%). While supporting workers remained the top response for each group, Republicans were more likely than others to prioritize strengthening the economy (32%) and national security (12%). Independents, by contrast, showed the highest level of skepticism: 13% said they don’t believe there is any meaningful benefit to buying American-made goods—more than four times the rate of Republicans.
Generational divides also revealed differences. Older Americans—particularly Baby Boomers and members of the Silent Generation—were the most likely to select supporting American workers (48% and 47%, respectively). Younger respondents, including Generation Z, were less convinced: only 26% cited supporting U.S. workers as the primary benefit, while nearly a quarter (23%) said there were no meaningful benefits. Meanwhile, Millennials and Generation X were more likely than other age groups to select strengthening the U.S. economy.
How Much More Will Americans Pay for Domestic Products?
Source: Trace One Made in America Survey 2025
When it comes to paying a premium for American-made goods, the most common response across American adults is an unwillingness to pay more, though it’s not a majority view. Overall, as the cost premium increases, the share of Americans willing to pay it steadily declines—but this pattern varies by group.
Among Democrats and independents, there is a clear drop-off in willingness to pay as the cost increases—most are only willing to pay a small premium, if at all. Republicans, on the other hand, stand out: their most common choice was a willingness to pay up to 5% more, followed by up to 10% more, and then an unwillingness to pay more. Notably, 9% of Republicans said they would pay up to 25% more, the highest share of any political or generational group.
Generational trends follow a similar pattern. Younger Americans—particularly Generation Z—are the most likely to say they won’t pay more, with a majority (53%) expressing that view. For Gen Z, Millennials, and Gen X, willingness to pay declines steadily as the price premium rises. But among Baby Boomers and the Silent Generation, a small premium seems more acceptable—a willingness to pay up to 5% more was the most popular option in both of these older cohorts.
These findings suggest that younger Americans are the most price sensitive, while Republicans appear to be the most willing to pay a premium for goods produced domestically.