Tariffs aren’t forcing Americans to adjust shopping habits—yet
Tariffs have long been a political and economic tool, but for most American consumers, the tariffs the government is currently discussing—and, in some cases, enacting—have yet to be a major force in shaping everyday purchasing decisions. The reality? While some have made small adjustments to their buying habits in response to tariff policies, the vast majority remain largely unchanged—at least for now.
That doesn’t mean things won’t shift, according to the recently completed DuraPlas Made In America Survey. While only 14% of shoppers say they now actively prioritize American-made goods to avoid potential tariff-driven price hikes, a whopping 79% say their choices could change if prices on imports continue to rise or if tariffs stick around long enough to create noticeable cost increases. In short, Americans aren’t necessarily shopping differently yet—but they’re paying attention, and many are prepared to adjust.
DuraPlas completed this survey of 600 Americans 18 years old and older on Feb. 11, 2025 using the third-party survey platform Pollfish. We found that while most consumers haven’t felt a direct impact from tariffs, they recognize that prolonged trade tensions could eventually affect their wallets. When asked how they’d respond if tariffs increased the price of imported goods, 26% said they’d prioritize American-made products even if they cost slightly more, while another 53% said they’d consider the switch depending on the price gap. In other words, nearly eight in ten consumers are open to change if tariffs start hitting their bottom line.
For businesses, this represents both a challenge and an opportunity. Tariffs alone may not be enough to push consumers toward domestic products, but a combination of affordability, availability, and marketing that emphasizes quality and reliability could tip the scales.
If tariffs stay in place or increase, 23% of shoppers say they will permanently shift toward buying more American-made products, and 50% say they’ll at least consider doing so—as long as the price is reasonable. That leaves only a quarter of consumers fully committed to price and convenience over a product’s country of origin.
"Consumers haven’t drastically changed their buying habits due to tariffs—yet. But the data suggests that could shift if prices climb or tariffs persist,” said Paul Phillips, president of DuraPlas. “People are watching, and many are willing to reconsider where their money goes if the cost of imports rises too much. For American manufacturers, this is a moment to reinforce the value of domestic products—not just as an alternative, but as the best option based on quality, reliability, and long-term savings. The key is ensuring that when shoppers do make a switch, they feel like they’re gaining something, not just reacting to higher prices."
Ultimately, the data suggests that while American shoppers remain pragmatic, they’re also adaptable. The longer tariffs shape the marketplace, the more likely it is that consumer behavior will follow suit. Brands that can bridge the gap between affordability and national pride may find themselves well-positioned in an evolving retail landscape.
KEY FINDINGS
Shoppers prioritize quality, but ‘Made in the USA’ still matters
American shoppers prioritize quality and durability above all else when making purchasing decisions, with 82% citing it as their top concern. Price follows closely behind at 79%, reinforcing that affordability still plays a crucial role. However, while country of origin ranks near the bottom in importance (8%), the majority of consumers still express a preference for American-made goods.
When asked directly, 70% of respondents said buying U.S.-made products was at least somewhat important to them, and over half (51%) reported that this preference has grown in recent years.
These findings suggest that while cost remains a key driver, domestic manufacturers who emphasize craftsmanship and longevity may have a competitive edge—especially if tariffs or pricing shifts make buying American more financially viable for consumers.
Still, convenience and immediate cost savings often outweigh long-term value in purchasing decisions. Even among those who prefer American-made goods, only a minority are willing to pay a significant premium or travel farther to buy them. This suggests that while patriotic sentiment is strong, consumer behavior is still largely dictated by practical considerations. For U.S. manufacturers, the challenge lies in making American-made products not just an aspirational choice, but the easiest and most accessible one—one that meets consumers where they are rather than asking them to make trade-offs.
Built to Last? Consumers Say American-Made Often Wins on Quality—But Not Always
For many consumers, quality is the deciding factor when making a purchase—and a significant portion believe they get that quality more often from American-made products. A majority of respondents (62%) say U.S.-made goods last at least somewhat longer than their imported counterparts, with 13% asserting that they are consistently superior in durability, craftsmanship, and reliability. However, there is still a sizable portion (30%) who see no real difference between domestic and foreign-made products, suggesting that for many, the perception of quality is tied to the specific product category rather than a broad preference for American manufacturing.
This presents both an opportunity and a challenge for U.S. manufacturers. While a strong reputation for durability exists, it isn’t universal. With 37% of shoppers saying American-made products only occasionally outperform imports, brands have a chance to further solidify their position by consistently delivering on quality claims. By emphasizing reliability, craftsmanship, and long-term value, domestic manufacturers can move more consumers from “occasionally” satisfied to fully convinced that buying American is the smarter choice.
Most are willing to inconvenience themselves to buy American—at least slightly
American shoppers are willing to make small sacrifices to buy U.S.-made products—but only up to a point. More than 70% of consumers say they’d pay up to $10 more for an American-made item, yet only 12% would go beyond $20 extra. Similarly, 78% are open to driving up to 10 miles for a domestic product, but convenience still holds weight—16% won’t go any farther at all.
For many, the decision depends on the purchase. A majority (61%) say they’d go out of their way for a significant product, but everyday items? Less so. This suggests that while "Made in the USA" has appeal, practical considerations like price and accessibility still take precedence. Brands looking to capitalize on this preference should focus on striking a balance—emphasizing American craftsmanship while ensuring affordability and availability remain competitive.
"What we’re seeing in this data is that American consumers care about quality, affordability, and where their products come from—but in that order,” said Phillips. “People want to support American-made goods, but price and convenience still drive their decisions. That means domestic manufacturers have an opportunity—not just to compete, but to win—if they can emphasize durability and craftsmanship while keeping costs within reach. The desire to buy American is there; the challenge for businesses is making it an easy choice, not a difficult one."