As price pressures continue to shape the home improvement market, a significant share of U.S. homeowners factor product origin into their buying decisions. New data from the Home Improvement Research Institute (HIRI) shows that one in three homeowners considers whether a product is made in the U.S. when purchasing home improvement materials, tools and products. This signals that domestic manufacturing remains a meaningful differentiator for sizable segments of the market.
“These findings show that the ‘Made in America’ label is not just a patriotic talking point but a practical decision factor for certain audiences,” says Dave King, executive director of HIRI. “For companies that understand to whom origin matters and why, there’s a clear opportunity to tailor messaging in a competitive retail environment.”
What “American-Made” Means to Customers
The findings of HIRI’s Made in America Report reveal that product origin matters most when tied to perceived quality, durability and trust, particularly among experienced DIYers and homeowners who prioritize long-term value over lowest price.
While affordability remains the top driver for most purchases, homeowners are more likely to weigh country of origin when evaluating higher-consideration products or when quality and performance are at stake. In these moments, U.S. manufacturing is often associated with stronger craftsmanship and reliability, which can influence brand loyalty and budget.
Where Value Varies
The data also points to distinct homeowner segments with varying attitudes toward domestic manufacturing:
Political orientation, as opposed to age or income, is the driver of variations, with nearly 41% of conservative-leaning homeowners expressing the importance of American-made products, compared to only 17% of liberal-leaning homeowners.
Baby Boomer and Silent Generation homeowners also put a greater emphasis on the domestic label.
The Effect of Tariffs on Purchasing Decisions
The awareness and understanding of tariffs rise with DIY engagement, sourcing experience and product knowledge. However, it’s not just familiarity with tariffs that shapes how customers respond to them when choosing domestic products. These decisions are frequently shaped by perceptions of fairness. Those who perceive tariffs as fair, or a balanced policy rather than a penalty, are more likely to buy American-made products.
“To transform understanding and fairness perception into pro-manufacturing action among your customers, consider linking tariff fairness to product value and job support,” King says. “Manufacturers who understand which customer segments truly value domestic sourcing will be better positioned to protect margin and strengthen loyalty in a volatile environment.”
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