Support for American-made goods is climbing, but not across the board. A new analysis from Trace One reveals where interest in American-made products is highest—and which political affiliations and generations are leading (or lagging) in the trend.
Using proprietary survey results and Google Trends data, the study unpacks what motivates consumers to buy American, how much more they’re willing to pay, and how tariffs could dampen this growing demand.
Key Takeaways, With Data for New York State
- New York State shows moderate demand for American products: Based on relative search interest data from Google Trends—which tracks how often a term is searched as a share of all search activity in that area—New York State scored 59 out of a possible 100 in overall interest in American-made goods, indicating moderate interest in buying American.
- Interest in American-made products is rising: Nationwide, Google searches for "made in USA" have roughly doubled since the start of 2025, and 43% of Americans say their interest has increased over the past year.
- Willingness to pay more varies widely: While no single group is eager to pay a large premium for U.S. products, Republicans and older Americans are more open to modest increases, while Gen Z is the most price sensitive.
- Tariffs may dampen spending: One-third of Americans say they would cut back overall spending if tariffs increased import prices by 10%, with others split on whether they’d switch to domestic goods based on cost.
The full report covers over 200 designated market areas (DMAs) and all 50 states, with a detailed breakdown of regional search interest, perceived benefits of buying domestic, and consumer price sensitivity by generation, political affiliation, and location.