The Distributor's Guide to Selling American-Made Promotional Products
According to U.S. Department of Commerce data, in 2022, 67% of the manufactured goods purchased by U.S. consumers were American-made, up from 51% in 2014.
As demand for domestically produced products grows, businesses that offer Made in the USA products can tap into a market that values quality, reliability and local impact. In this blog post, we’ll explore the value of Made in the USA and offer tips for marketing American-made promotional products to clients.
What Does Made in the USA Mean?
It might be easy to claim a product is made in America, but consumers are looking for more than just a marketing claim. Morning Consult found that 60% of respondents define “Made in America” as products that incorporate American-made parts and American labor. And 70% said that they look more favorably on companies that commit to a fully Made in America supply chain.
In order to bear the label “Made in the USA” without adding caveats or qualifications, the Federal Trade Commission requires:
- Final assembly or processing of the product must occur in the United States.
- All significant processing involved in making the product must take place in the U.S.
- All or virtually all ingredients or components of the product must be sourced and made in the U.S.
At CredentialExpress, we’ve manufactured products in the U.S. since we launched in 1945. Currently, we produce all the printed plastics that we offer, as well as dye-sublimated lanyards, at our manufacturing facility in Ft Mill, S.C.
Why Do Consumers Buy American?
A 2024 Morning Consult report found that 65% of U.S. consumers intentionally sought out products made in America over the last year. Buying American-made products, including lanyards, badges, ID cards and accessories, resonates with customers for a number of reasons:
1. Quality and Consistency
American-made is still synonymous with high quality. Over half of U.S. consumers prioritize product quality when making purchasing decisions. Many perceive American-made goods as more reliable, better regulated and safer than important alternatives.
2. Faster Shipping and Availability
Items produced in the U.S. are closer and can be shipped more quickly to domestic designations. They also are not affected by import delays or international shipping costs.
3. Supporting Local Jobs and Economy
One of the biggest reasons consumers support American-made products is the knowledge that buying American keeps jobs in America and supports the local economies where they live and work. These feelings are also backed up by facts. According to the National Association of Manufacturing, for every dollar spent in manufacturing, there is a $2.69 benefit to the economy. Keeping those dollars nearby means everybody wins.
4. Consumers Want Sustainable Products and Fair Labor Practices
Consumers are increasingly seeking products that are both sustainable and ethically produced. A 2018 survey by Accenture Strategy found that 62% of consumers expect companies to address things like sustainability, transparency, and fair labor practices.
Consumers often trust U.S. standards for environmental and labor practices, believing stricter regulations offer assurance that their purchases are ethically produced and environmentally friendly. This trust gives sustainably-minded consumers peace of mind that their purchases are not causing harm.
Overcoming Price Objections
While the price tag may still be slightly higher on U.S.-made goods, focusing on superior quality, faster delivery times and ethical production standards demonstrates a commitment to smart investments and overall value over simple cost.
Customers also benefit from shorter lead times, reduced supply chain disruption risks and better customer support, all of which contribute to overall costs in the long term. And, with new tariffs on the horizon, the cost of promo products from China may no longer represent such a significant savings.
Keep in mind that nearly half of respondents to the Morning Consult survey said they’d pay more for products with a Made in America label, even amid economic challenges like inflation and rising interest rates.
How Distributors Can Market U.S.-Made Products
Positioning U.S.-made products as premium, consumer-friendly and socially responsible is a good start to helping your customers understand the value of buying Made in the USA goods.
Make Made in the USA available. Start by adding premium made-in-the-U.S. products to your portfolio and prominently displaying the Made in the USA designation as part of your marketing materials. When customers use Made in the USA products, encourage them to do the same by featuring the label on their own branding, which aligns with consumer desire to purchase U.S.-made products.
Educate clients on the benefits. Explain how American-made products offer superior quality, reliability and sustainability compared to imported alternatives.
Target key industries. Certain sectors, like government, health care and education, prioritize U.S.-made products. If you’re not already selling in these sectors, American-made products may be your way in.
Partner With a Company Committed to American-Made
CredentialExpress is part of Laminex, which has continuously made products in the U.S. since 1945.
We use raw materials to customize, assemble, personalize and package all of our orders in the U.S. Our U.S.-based production, customer service and logistics teams see that every order is done right and delivered on time. When you work with CredentialExpress, you are working with an American, family-owned company.