COVER STORY
A
quick scan of media over the past
year suggests that shoppers are
increasingly interested in purchasing
goods made in the U.S.A. And
what's more, studies show they
are willing to pay a premium for a
product made in America. This information offers the
manufacturing industry an opportunity to leverage
this renewed Economic Nationalism.
The numbers may vary from survey to survey, but
the trend is clear. Made in America is fast becoming
a top selling point across a wide range of consumer
goods, including outdoor power equipment. Let's take
a look at some recent overall numbers. According to
a national survey published in Consumer Reports in
February 2013, 78 percent of Americans would rather
buy an American product given a choice between
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OUTDOOR POWER EQUIPMENT
the domestic good and an identical one made abroad.
This fact is not exactly earth shattering, but the results
get more interesting as you dig deeper.
In the same survey, more than 60 percent of
respondents said they'd buy American even if it cost
10 percent more than an import. And more than a
quarter of respondents said they'd be willing to pay an
extra 20 percent.
Given the uncertainty of the U.S. economy, getting
consumers to say they'd actually spend more is a pretty
big deal. But why would they spend more? The
reasons vary. More than 80 percent said they'd do so
to help retain U.S.-based manufacturing jobs. About
60 percent said it's because they believe Americanmade goods are of better quality.
And as we think about our future customers,
made in the U.S.A. becomes even more important.
www.outdoorpowerequipment.com
State of Liberty illustration ©istockphoto.com/ filo. Sunburst background illustration ©istockphoto.com/mikemcd
By Carissa Gingras
