RUTHERFORD COUNTY,  TN  - As national sentiment shifts toward favoring American-made goods, Tennessee residents are showing moderate, but not overwhelming interest in the trend, according to new research from product lifecycle management company Trace One.

The analysis, which combined a national survey with Google Trends data, highlights a surge in consumer curiosity about domestically manufactured items. Since early 2025, searches for the term “Made in USA” have nearly doubled, signaling renewed interest as foreign trade policies shift under federal initiatives, including a new “reciprocal” tariff plan from the Trump Administration.

Tennessee earned a score of 69 out of a possible 100 for interest in American-made products, placing the state in the middle of the pack. Within the state, the Rutherford County and Nashville metro areas ranked 125th out of 209 major U.S. cities, with a relative search interest score of just 47. In contrast, Alpena, Michigan claimed the top spot with a perfect score of 100, underscoring the regional divide in domestic product curiosity.

The survey results suggest strong generational and political divides nationwide when it comes to both the perceived benefits of buying American and willingness to pay more. Republicans and older Americans are more likely to say they would pay a premium for U.S.-made goods, while Gen Z and Millennials remain the most price sensitive. Across all groups, the most commonly cited reason for purchasing domestic goods was to support American jobs.

Still, cost is a sticking point. About one-third of Americans say they would reduce spending if tariffs caused a 10% increase in import prices. While many express support for U.S. goods in theory, the follow-through at checkout may be more selective—especially in the South, where urban centers like Nashville tend to place less emphasis on that "Made in the USA" label.

In Tennessee and beyond, the trend toward domestic purchasing may continue to grow as federal policies and consumer attitudes evolve. But for now, the Volunteer State appears to be watching from the middle lane.

Find more on this study HERE.