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SPARQ Home, based in Denver, offers a line of Made in America soapstone products. Founder Justin English has seen a trend in retailers buying Made in America products, especially those produced locally, he says. Products like these make it increasingly possible for consumers to do just that. The primary barriers to these purchases are price and awareness.


Price matters “Aren’t Made in America products more expensive?” – that’s a question that retailers hear often and a perception they say that many consumers hold. Eugene Fram, Emeritus Professor of Marketing from Rochester Institute of Technology’s Saunders College of Business and current marketing consultant keeps a close eye on trends in the business environment. He says changing consumer attitudes is very diffi cult. “Everybody, no matter what the socioeconomic level, loves a bargain,” says Fram. “Ask J.C. Penney.”


Hadley Pottery, based in Louisville, KY, was founded in 1940, inspired by the designs of Mary Alice Hadley, an American artist. The company recently conducted some research on the “Buy American” trend which indicates that it defi nitely has some legs.


The survey of more than 250 consumers around


the country included questions about plans to purchase and give gifts specifi cally made in the USA. The results indicated that 46 percent hoped to buy more American-made gifts in 2013 than in years past; 50 percent indicated that they make a special effort to fi nd holiday gifts that are made in America. Other salient points from the survey: ■ A prevalent desire to help Americans get back to work


■ These purchases refl ected a “patriotic effort” ■ Respondents indicated a sense of pride in buying Made in America products


■ When asked to list their favorite companies, responses ranged from large, well-known brands to small, local artisanal brands


HADLEY POTTERY CAPE COD PROVISIONS LLC GiftShopMag.com Winter 2014 n GIFT SHOP 125


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