By Nick Mann

Onshoring — the focus of bringing manufacturing and other business operations back home to the U.S. — is a hot topic these days. With growing consumer demand, international supply chain disruptions and government incentives, we’re seeing a collective push to sell American-made products in 2025. This applies to a wide range of industries, and military surplus/outdoor/tactical retailers are no exception. In this article, I’ll highlight the top reasons why onshoring is a trend you should get on board with this year. 

The majority of Americans prefer U.S.-made products

The 1970s was the decade when America began heavily offshoring its manufacturing because of the cheaper labor. “Products could be manufactured for far cheaper, and then shipped over to the U.S. for less cost than making it here,” explains John D. Allen on LinkedIn. With drastically lower manufacturing costs, it’s easy to see why this became the popular option for many companies. But now, 50 years later, we’re starting to see the pendulum come back in the opposite direction, and far more Americans want U.S.-made products. According to the Consumer Reports National Research Center, “Given a choice between a product made in the U.S. and an identical one made abroad, 78% of Americans would rather buy the American product.” Further, Krista Chavez of NetChoice writes that “Nearly two-thirds of U.S. consumers said they routinely sought out ‘Made in America’ products over the past year.” With many people fed up with the lower quality standards that often come with overseas production and a passion to support the domestic economy, it’s clear that U.S.-made products are in high demand. 

American-made products command higher value 

Not only do many Americans want products made in our country, most are willing to pay more for them. To quantify, a Retail Brew survey “found that nearly half of Americans are willing to pay around 10-20% more for U.S.-made products.” Baby Boomers, in particular, are often willing to spend more for domestic goods. And this is a trend that will likely spill over to younger generations in time. As a military surplus/outdoor/tactical retailer, you can theoretically charge up to 20% more for U.S.-made products and realistically expect many shoppers to pay it, provided there’s good quality. This brings me to my next point. 

America produces higher quality products than many other countries

Generally speaking, U.S. manufacturers are required to follow stricter state and federal regulations than many other countries. This isn’t to say that every single product produced in America is of higher quality than if it was produced overseas. But, overall, U.S.-made products have a higher level of quality and safety. As a retailer, quality should always be a top priority, as this is instrumental to converting shoppers into customers, as well as getting customers to return for repeat business. By selling American-made products, you should be able to elevate your collective product quality, which can be a key contributor to the longevity of your retail business. 

Selling American-made products is a great selling point

In an era where seeing “Made in China” is the norm and many consumers have become disillusioned with offshoring, offering products that are proudly marked “Made in the USA” is an excellent selling point. In fact, it’s one of the best unique selling propositions you can have in 2025, and it can go a long way in helping differentiate yourself from competitors. Just put yourself in the shoes of an average shopper for a second. They can choose to buy from a military surplus/outdoor/tactical retailer that primarily sells high-quality American products and is committed to strengthening the U.S. economy. Or they can buy from one who mainly sells cheaply made products that come from overseas. As long as the price point is reasonable, the vast majority will buy from the one who sells American-made products. If you’re one of the select number of retailers who can say they put America first, it’s almost guaranteed to boost your reputation and brand equity. 

It strengthens the American economy 

It’s no secret that there’s been plenty of economic turmoil in recent years. With COVID, global conflicts and, of course, a heavy reliance on overseas manufacturing, the American economy has taken a significant hit. Fortunately, a growing number of people are realizing the negative impact that large-scale offshoring has on the economy. Making the decision to sell U.S.-made products means you’re doing your part in rebuilding the American economy. Here are some quick numbers from veteran-owned, American-made apparel line Authentically American for perspective. “For every dollar spent on U.S. manufacturing, there is a $1.89 economic return to the U.S. economy. On the contrary, for every dollar spent on imports, there is a $0.55 economic return. That’s double the impact!” Not only that, “Small businesses, which generate almost 80% of jobs in America, benefit from the demand for American-made products.” If a movement can be sparked at scale, where selling these products becomes the norm again, we could see a dramatic improvement in the American economy. But it starts with individual retailers like you making the conscious decision to stock your store with U.S.-made products. 

The case for American-made

Although there are drawbacks to onshoring like higher manufacturing costs that can impact product pricing, overall, it’s a strategy that can produce huge benefits. From appealing to modern consumers and maximizing product value to boosting quality levels and differentiating your store from competitors, there are many advantages to this strategy. At the end of the day, it’s more than just a “feel good” business move. It can potentially position your military surplus/outdoor/tactical brand as a top contender in your industry and help establish a loyal customer base.