With an expected record-breaking shopping weekend upon us, a new survey by the Alliance for American Manufacturing found almost eight in 10 Americans prefer shopping for products made in the U.S. for holiday gifts.

Online retailers like Amazon, Shein and Temu lend the appeal of convenience for both shoppers and sellers, and independent sellers in Wisconsin have definitely capitalized on it, selling more than 35 million items on Amazon last year.

With a few days left in the busiest shopping stretch of the year, a new survey shows many shoppers prefer to buy American-made holiday gifts, which some of the nearly half-million small businesses in Wisconsin could offer.

Scott Paul, president of the alliance, said online retailers do not have to provide a country-of origin label, which poses a challenge.

“Unfortunately, that is crowding out the ability of Americans to find some locally made options,” Paul pointed out. “Particularly around the holidays, when it is, in fact, even more meaningful.”

Wisconsin’s economy hinges on local commerce, with small businesses making up 99% of all businesses statewide, and employing 1.3 million people, according to federal data.

The survey found one in three Americans has been “intentional” about buying American-made products in the past year. To help boost the number, the Alliance has released its 2024 Holiday Gift Guide, which includes more than 100 manufacturers and makers from every state.

An overwhelming majority of those surveyed said they would buy more Made in America products if they were more widely sold by the large retailers they frequent. At a time when the country seems to be more divided than ever, Paul noted the collective intention across party lines could serve as a way to bring people together this holiday season.

“It could be about patriotism and supporting local jobs, but whatever the reason, it’s actually something that I think unites a lot of people in our country,” Paul asserted. “That’s really important, especially as we get closer to the holidays.”

The National Retail Federation estimates more than 183 million people will shop in-store and online through Cyber Monday.

This article originally appeared on Public News Service.

Disclosure: The Alliance for American Manufacturing contributes to Public News Service’s fund for reporting on Consumer Issues, Livable Wages/Working Families, and Social Justice. If you would like to help support news in the public interest, click here.

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