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Buy-American shopping preferences poll overview:
- Who: Retail Brew and Harris released a poll on consumers’ buy-American shopping preferences.
- Why: The poll revealed inflation is causing consumers to pause before purchasing American-made products, among other things.
- Where: The poll is reflective of consumers nationwide.
Inflation is causing American consumers to rethink purchasing American-made products, according to a new shopping preferences poll.
Almost two-thirds of respondents to a recent Retail Brew and The Harris Poll said inflation has negatively impacted their desire to purchase products “Made in the USA,” Morning Brew reports.
More than a quarter of those respondents said further that inflation had “a lot” of negative impact on their desire to purchase American-made products, according to the poll.
Despite this, the poll revealed that nearly two-thirds of American consumers seek out American-made products either somewhat often or very often, Morning Brew reports.
Many of the nearly 2,000 U.S. adult respondents said they are willing to pay a premium price to purchase an American-made product, with nearly half saying they’d be willing to pay about 10% to 20% more.
The product’s labeling also played a role in influencing consumer behavior, the poll found, with slightly more respondents saying they’d be more likely to buy a product stating “Made in America” as opposed to “American-made,” “Product of the USA” or “Manufactured in America,” Morning Brew reports.
Consumers express desire to purchase American-made products
Respondents also expressed a desire for brands to be based in the United States (74%), while 3 out of 4 said it was either somewhat or very important for a brand to manufacture its products in the country.
Older respondents were more likely to be willing to pay more for an American-made product, meanwhile, with fewer Boomers agreeing that products made in the United States are too expensive, compared to Millennials, Gen X and Gen Z, Morning Brew reports.
A separate survey released earlier this month by PricewaterhouseCoopers (PwC) revealed American consumers have become more volatile than ever before when it comes to their shopping preferences and spending habits.
PwC found consumers’ spending decisions are influenced by a variety of factors, including inflation and a general uncertainty about the economy.
Another survey released this month, by Deloitte, revealed consumers are planning to spend an average of $661 this back-to-school shopping season, an increase of 8% from last year.
Has inflation made you reconsider purchasing American-made products? Let us know in the comments!
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