BLACK FRIDAY/SMALL BUSINESS SATURDAY/HOLIDAY SEASON STORIES
For Immediate Release: November 12, 2025
Media Contact:
Cathalijne Adams
703-485-5998
Tariffs Increase Demand for U.S. Gifts, But Shoppers Struggle to Find Them
The 2025 Made in America Holiday Gift Guide Makes It Easy
Washington, D.C. — The 2025 Made in America Holiday Gift Guide, produced by the Alliance for American Manufacturing and launched on Wednesday, makes it easier than ever for shoppers to find U.S.-made products and support American workers this holiday season.
New polling released with the Gift Guide shows overwhelming demand for locally made goods, with 90% of Americans saying they’re as likely or more likely to buy American-made products this year. The vast majority (83%) of shoppers say they would buy more Made in USA goods if these products were more widely available. The Gift Guide bridges that gap, connecting consumers with the craftsmanship, quality and well-paid jobs that come from buying Made in America.
In its 12th year, the 2025 Guide features 148 manufacturers makers from across all 50 states, the District of Columbia and Puerto Rico. There’s an American-made gift for everyone, with finds ranging from model airplane kits and stocking stuffers to jewelry and grills.
Shoppers can browse the guide by state or product category, and a new segment this year highlights brick-and-mortar stores specializing in state-made goods for in-person shopping. Additionally, AAM’s Made in America Directory spotlights 873 companies and their products that are not featured in this year’s Guide.
AMERICAN-MADE HOLIDAY SUPPLIES: The 2025 Made in America Holiday Gift Guide includes a holiday supplies category with seasonal home decor, wrapping paper, ornaments, and greeting cards.
Interviews with local manufacturers and makers as well as Made in America shopping experts are available upon request.
KEY MADE IN AMERICA CONSUMER POLL FINDINGS:
- Nearly four in five (76%) prefer to buy U.S.-made products, when possible, primarily to boost the U.S. economy (59%) and create American jobs (59%). Compared to last year, half of shoppers say they are more likely to purchase domestically made products.
- When given a choice, 82% would choose an American-made product over a similar imported one. “Made in USA” (41%) is the most appealing label, driving Americans to purchase domestically made products, while only 8% find “tariff-free” the most compelling marketing term.
- While 71% of Americans say they often see American-made products — especially in local independent stores (39%) and on social media (38%) — those who don’t often see them cite corporations moving or planning to move production overseas (34%) as the main reason.
- A majority of Americans believe online retailers should be required to include country-of-origin labels (77%) and say these labels help them make informed choices as consumers (80%).
“The holiday shopping season is a critical financial period for any company, but, for Made in America companies, it’s especially challenging. The U.S. advertising space is dominated by importers and large retailers. On top of that, the social media platforms through which many shoppers find Made in America companies are increasingly direct-to-consumer avenues for Chinese manufacturers,” Alliance for American Manufacturing President Scott Paul said. “Our 2025 Made in America Holiday Gift Guide empowers consumers to buy the Made in America gifts they want to buy but aren’t readily finding.”
MEDIA NOTES:
View the 2025 Made in America Holiday Gift Guide by state or product category.
Access Made in America Holiday Shopping polling here.
Download the 2025 Made in America Gift Guide graphic here.
AAM does not endorse any product.
The Made in America Holiday Gift Guide is intended to educate consumers on how to look for and buy American-made products. AAM highlights companies that support American jobs and that make great products in the United States. We rely on the companies listed to provide accurate information regarding their domestic operations and their products. Each company featured is individually responsible for labeling and advertising their products according to applicable standards, such as the Federal Trade Commission’s “Made in USA” standard or California’s “Made in USA” labeling law. We do not review individual products for compliance or claim that because a company is listed in the guide that their products comply with specific labeling or advertising standards.
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