Tariffs and other economic challenges seem to have put a spotlight on made-in-America because they can be more cost-effective and shorten lead times. That’s why I was surprised to see that one survey found that these products may be losing their appeal.
A recent survey by the Conference Board found that in 2022, 60% of U.S. consumers said they were more likely to purchase a product they knew was made in the United States. In 2025, that figure has fallen to around 50% — an 18% drop.
But key takeaways from the study include that consumers age 55+ are now more price-conscious, and under-35 consumers are increasingly interested in U.S.-made products for reasons tied to sustainability and job creation.
It also said, in reference to furniture, that “foreign-made products aren’t automatically winners. Canada and Mexico are viewed favorably, China less so, and low-cost producers such as Vietnam, Bangladesh or India have limited appeal.”
So what’s going on here? I asked a few industry experts during High Point Market.
First, it is important to note that the Conference Board called out the residential furniture industry in a release about this survey. While the bedding industry is generally considered part of the home furnishings industry, mattresses are a different purchase than furniture.
That’s something Ian Hays at Magniflex brought up when I asked him about this. “There are likely categorical differences in where made-in-America product does well,” he says.
For example, he says someone might look at a chair and not care where it’s made because it’s just one chair. But a mattress is a fundamentally different purchase. There are many more things to consider when it comes to a mattress, so the made-in-America message may be stronger on the mattress side.
Derek Leishman, director of sales for Mlily, also says that bedding is a category where made-in-America products work well.
“Consumers want to know what’s in a product and what it’s made of so they can ensure its quality,” he says. “We give retailers a story to tell with our U.S.-made products through better material, lead times and quality.”
Mike Juoni, senior vice president of sales for Diamond Mattress, says retailers are open to made-in-the-U.S. products and have put a focus on it. “It’s not something consumers would necessarily pay more for, but it’s similar to sustainability in that consumers like to support it.”
Steve Karns at Bedding Industries of America had a similar take.
“All the stores I’ve been to have a made-in-America section and they support it,” Karns says. “The value equation is important. Tariffs have pushed that, and I think the fact that next year is America’s 250th birthday is going to lead to a showing of national pride in these products.”
Overall, the industry doesn’t appear to be seeing a loss in interest when it comes to U.S.-made products, and that’s not expected to change any time soon.
