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CHARLESTON, WV (WOWK) – Homemade and handcrafted products may cost more to produce than mass-market products, but are West Virginians willing to pay more for that local label?
In 2020, a Reshoring Institute survey found that nearly 70% of those who responded preferred American-made products. The survey also found more than 83% of respondents were willing to pay up to 20% more for a domestically made product.
In response to that survey, a second company, HostingAdvice, conducted a study to look into how much more people are willing to pay for products made by businesses in their state.
According to HostingAdvice’s survey, West Virginians are willing to pay a premium of up to 31% for products made in the Mountain State. The company says their results are based on a survey of about 3,000 people.
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The study found that 31% of West Virginians are willing to pay the third-highest premium amount. Residents of Connecticut and Washington also said they’d be willing to pay that amount in a premium.
Only two states’ residents said they’d be willing to pay more than 31%. People in Utah said they’d be willing to pay 32%, and folks in Hawaii, said they’d be willing to pay up to a 35% premium.
HostingAdvice’s study found New York residents were the least willing to pay more for locally-made products as respondents said they would only be willing to pay about 8% more. Respondents from Wisconsin, Nevada and Iowa each said they’d only be willing to pay about 12% more.
According to the study, some locally-made products Americans as a whole are more willing to pay more for include health and beauty products, clothing and apparel and cars and car parts as the top three product categories. Some others include furniture and home decor, jewelry and accessories, and food and beverages.
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“Our findings highlight a growing trend among American consumers who not only value the ‘Made in the USA’ label but also strongly prefer products made within their own states. Local loyalty is driving significant premiums, with consumers recognizing the quality and supporting their local economies,” said Christina Lewis of HostingAdvice.com.
According to the study, 81% of online marketers also adjust their strategies based on the region they’re targeting, and 70% noticed that in recent years, there has been a “significant shift” toward products marketed as made in the consumer’s own state.