Nearly half of U.S. consumers expect to buy more American-made products in 2025 amid ongoing economic uncertainty, according to a recent survey by Gartner Inc.
The Gartner Consumer Community survey, conducted in March 2025 with 212 U.S. respondents, found that 47% of consumers plan to increase their purchases of American-made goods this year. Additionally, 42% said they have decided to delay a significant purchase, up from 28% in 2024. Gartner predicts that number will rise to 60% by the third quarter of 2025, with a similar share expected to turn to secondhand and peer-to-peer marketplaces by year’s end.
“The current wave of economic uncertainty is reshaping consumer behavior in profound ways,” said Kate Muhl, vice president analyst in the Gartner Marketing practice. “There is a clear shift toward more deliberate purchasing decisions and budget-conscious shopping strategies.”
The survey also addressed consumer expectations around brand behavior. While 68% of consumers do not want brands to take stands on social or political issues, 55% say they lose trust when brands reverse their positions on such matters. One-third of those who distrust brands for changing positions reported boycotting a brand in the past year.
“In today’s intricate landscape, marketers must navigate the balance between brand activism and consumer sentiment with caution,” Muhl said.
Gartner’s findings are part of a broader research effort to help marketing leaders respond to changing consumer behaviors and prepare for evolving market dynamics.
