Think COVID-19 will impact their desire to recommend more American-made products
59% Think the importance of sourcing American-made has increased since the onset of COVID-19
75%
thinklab
38
INTERIOR DESIGN
bl ips NOV.21
48%
Feel COVID-19 will drive domestic clients to request more American-made products in the future
47%
Aren’t sure COVID-19 will impact clients’ willingness to pay more for American-made
During the pandemic, the interest in U.S.-made design products has increased. But whether clients will pay a premium remains unclear… What a difference a year makes. Pre-pandemic, only 23% of specifiers listed U.S.-made as a top product-selection criterion, ranking it seventh out of 12 factors. (The top three? Design, price, and lead time.) Made in America was even less of a priority to end users, with only a small minority of specifiers saying domestic production “frequently” matters to clients—and then pri marily for sustainability reasons, such as the carbon footprint of shipping. But by late 2020, the landscape shifted, with a Q4 survey indicating 75% of specifiers felt the importance of sourcing American design products had increased. A majority also believe these preferences will continue beyond the pandemic—good news indeed for domestic manufacturers. Cost still remains a hurdle, though. Almost half of design specifiers are unsure whether clients will be willing to pay a premium for U.S.-made goods, even though just a year before there was little concern about tariffs incurred by imports. One metric hints that the needle is moving: Clients who are willing to shell out will likely pay a 6 to 10% premium for American-made (up from 1 to 5% pre-pandemic). And with lead times becoming more of a concern, “No one wants to risk an overseas product with availability and shipping issues,” says Christie Giezma, senior associate at Little. Expect this trend to stick. —Amanda Schneider
