Retail Blog

It seems like everywhere you turn these days, there’s more bad news about the potential health hazards of consumer goods that are produced in China and other overseas manufacturing hubs. The crisis reached a fever pitch during the run-up to the 2007 holiday season, when repeated reports of dangerous levels of lead in Chinese-made toys had millions of American parents scrambling for safer shopping alternatives.

The tainted-toy scare also happened to coincide with another trend that’s become more noticeable in recent years – consumers’ are developing more interest in sustainable manufacturing practices, fair trade, and fine craftsmanship, all of which can be virtually impossible to find or to verify in foreign-made products.

What this latest wave of more conscientious consumers have found is that it can be much more difficult to find products bearing the “Made in the USA” label than one might expect. At larger chain stores, it can be nearly impossible to determine a product’s provenance, as even a single toy or household good may contain components that were manufactured or assembled in a dozen different countries. Furthermore, many chain store employees’ knowledge of products doesn’t extend far beyond the number of the aisle they can be found on.

That’s where independent retailers come in. There’s no doubt about it – recent market research has shown that smaller, independently-owned establishments stand to benefit from the growing demand for American-made products. Here are some tips to help you make the most of this trend.

• Exploit your expert knowledge base. Many independent retailers are owner-operators who have a hand in everything from sourcing new products to stocking the store shelves. That unique depth of knowledge is just what consumers who are disenchanted with the hands-off, know-nothing approach that is standard in most large chain stores are looking for. Make yourself available to answer customers’ questions — and don’t be afraid to show off a little if they seem interested in hearing more details.

• Play up your products’ provenance. If you have a large number of products that are made in the United States or other developed nations, why not proudly point that fact out? Use displays that highlight the regions or countries your store represents and the manufacturing traditions and craftsmanship styles unique to each one.

• Craft a marketing message to match. Market research has shown that more consumers are on the lookout for safe and well-made products these days, so make sure your advertising and marketing campaigns mention that you stock American-made goods. Keep it subtle and sophisticated – a small graphic stating your store’s policy is all you need to get your point across.

• Keep an eye out for new American manufacturers and distributors. As you are probably already well aware, the advent of globalization and multinational manufacturing has made it very difficult to source American-made products. To ensure that you can meet demand, make a habit of taking note of new domestic manufacturers and distributors that you happen to encounter. If you could use some leads, check out Product Blazer’s list of wholesale products made in America.


What are your experiences stocking and selling American-made products? Have you noticed that your customers are more interested in where products are made these days? Talk back in the comments.