Patriotism in consumer behavior may not always be loud or flashy, but it is quietly shaping decisions in ways that matter. According to the 2025 DuraPlas Made in America Survey, a majority of Americans are signaling their willingness to invest both time and money into supporting products manufactured in the United States. This preference, however, comes with caveats. The survey highlights that while national pride can influence shopping habits, value and practicality remain the final arbiters of everyday consumer choices.

A Price Worth Paying—To a Point

The survey’s results paint a clear picture: for many consumers, American-made products are worth a little extra, just not too much. Seventy percent of respondents said they would pay up to $10 more for products made in the U.S. That’s a strong showing of support, particularly in a market landscape where inflation and price sensitivity continue to affect purchasing power. However, that willingness largely stops at the $20 mark, with only 12% of those surveyed saying they’d be willing to exceed that threshold. This reinforces a critical nuance for marketers and manufacturers alike—patriotism may open the door, but it’s value that seals the deal.

The Willingness to Go the Extra Mile

Consumers aren’t just open to spending a bit more. They are prepared to go out of their way. Seventy-eight percent of respondents said they would drive up to 10 miles farther to buy U.S.-made goods. This data point highlights a key behavioral insight: when consumers associate a product with higher quality, ethical sourcing, or economic support for domestic jobs, they’re more likely to make additional effort to secure it.

That inclination may offer an advantage to specialty retailers and direct-to-consumer brands who emphasize domestic manufacturing but face competition from more convenient, less mission-driven options. The survey indicates that consumers are looking beyond immediate accessibility when the perceived value justifies the journey.

When Convenience Still Wins

Yet even a strong emotional connection to American-made goods has its limits. Everyday purchases—low-cost, high-frequency items such as toiletries, household goods, and snacks—still need to compete on price and convenience. Shoppers may admire the idea of a U.S.-produced dish soap, for instance, but they’re unlikely to drive across town or pay significantly more for it when a cheaper, more accessible alternative is available.

In these routine scenarios, practicality trumps principle. The emotional pull of buying American is present, but it competes with a deeply ingrained demand for efficiency and savings. For marketers in the CPG space, that means the Made in America label may not be enough, unless paired with competitive pricing or clear added benefits.

American-Made as a Competitive Advantage

For manufacturers, the DuraPlas survey presents both a challenge and an opportunity. The challenge lies in meeting heightened consumer expectations for value while navigating the often higher costs of domestic production. The opportunity, however, is significant. Consumers are demonstrating they’re not only open to supporting American manufacturing. They’re actively seeking ways to do so, but only if the product earns it.

This creates a strategic opening for companies that can clearly communicate why their U.S.-made products justify a higher price point. Attributes such as superior craftsmanship, enhanced durability, ethical labor practices, or reduced environmental impact should be emphasized to reinforce the premium. It’s not enough to say where a product is made, brands must also connect that fact to why it matters.

Location Still Matters

The willingness of 78% of consumers to travel up to 10 miles farther for U.S.-made products suggests a new lens for thinking about retail location and logistics. While this isn’t a green light to abandon convenience altogether, it is a strong signal that a well-placed, value-driven message can overcome small hurdles in distance or effort.

For brands with limited shelf space or regional availability, this could mean more opportunity than previously assumed. As long as customers feel the product’s benefits justify the journey, they’re likely to follow through.

The Bottom Line: Lead With Value, Back It With Purpose

The key takeaway from the 2025 DuraPlas survey is that patriotism alone isn’t enough to drive consumer action. It has to be paired with performance. Consumers want to support American businesses, but they expect something in return. Price, quality, and convenience are still part of the equation, and any perceived premium must be earned.

For brands, this is an invitation to rethink how they present American-made as more than just a manufacturing detail. It can be a differentiator, but only when it’s backed by clear, tangible benefits that matter to the modern consumer.

Ultimately, American-made still carries weight. It must be part of a broader value proposition. Consumers are willing to pay a little more and travel a little farther—only when they believe what they’re getting is worth it.