High Point, N.C. – When it comes to seeking out U.S. made items, men, Baby Boomers and Gen X lean more strongly toward these products for home decorating projects. However, across all ages and genders, about one-third or more of consumers have a take-it-or-leave-it attitude on made in USA goods.
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Results come from HTT sister publication Furniture Today’s Strategic Insights poll, which showed close to half of Baby Boomers (49%) would pay between 6% and 10% more for domestically made home goods, but just 12% would be willing to ante up 11% or more – the lowest percentage among all age groups.
Gen Z, which encompasses the youngest shoppers surveyed, expressed the greatest accommodation toward paying a premium, with 35% saying they would spend 11% or more and 47% willing to add on 6% to 10% to the base price. In stark contrast, however, is the fact that Gen Z had the highest percentage (29%) of those saying made in the USA was not at all important to them when making a decorating decision.
I'm Joanne Friedrick, research editor for the Home Furnishings Division. I began my career as a newspaper editor and then became a trade journalist, covering myriad industries including pension funds, supermarkets, gourmet food and security systems, just to name a few. Most recently, I entered the home furnishings category as a contributor for HFN and Home Textiles Today before transitioning into research where I now get to tell the stories behind the numbers for all of the HFD titles.
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