The All-American Coast-to-Coast Made-in-USA Store-Manager Survey

Three little words can have huge emotional power. Case in point: “Made in America.”

When one objectively surveys the Made-in-USA landscape, one sees American manufacturers eager to promote their products as “Made in USA” for the clear emotional pull of those words. On the other end, one sees American consumers predisposed to support the idea of Made in America, because, after all, it’s their country.

But in the middle, where the rubber meets the road, is the retailer. Hence, HCN commissioned Tampa, Fla.-based Market Research Solutions to study how store managers — the very people with a front row seat of actual shopper behavior — measure the power of Made in USA.

Phone interviews with 219 store managers, suggests that they not only believe in the very real marketing value of “Made in USA” labeling, they also believe that customers are willing to pay for it.

The survey covered a cross-section of the home improvement retailer arena, including national home centers, lumberyards and independent hardware stores.

On the topic of Made in USA, True Value Company VP merchandising Ken Goodgame told HCN that he’s seeing many suppliers in the process of moving manufacturing back to the United States from overseas markets. Still, the global economy and price competition continues to push manufacturing overseas.

In comments that rang similar to those of other merchandising executives, Goodgame said: “We’re charged with delivering to our retailers a value proposition that includes low cost of goods, as well as quality.” He added: “Where there’s a jump ball, we’ll always go with ‘Made in USA.’”

Consumers are in a similar situation. In this special report, the store managers present a current reality. 

The Voice of the Store Manager

Home improvement store managers were asked the open-ended question: "What is your location doing, if anything, to support the Made-in-USA trend?"Here are excerpts.

“Don’t have to do anything. Customers ask for them.”

“Bumper stickers and T-shirts promoting 'We Build America.'”

“The owner has been putting signs all around the store, doing whatever he can to promote increased sales.”

“We’re neutral. We sell everyone’s product.”

“Nothing.”

“Making sure that the products that are made in the USA have the proper signage.”

“Training our employees to ensure they are aware of what products are made in the USA.”

“We have a section blocked off for made- in-the-USA products.”

“Communicate to customers which products are made in the USA.”

“It all comes down to price.”

“Putting the made-in-USA products in more high-traffic areas.”

“The website shows products with the Made- in-USA brand.”

“Better visibility of products.”

“Nothing, but we’d like to do more.”