‘Made in America’ gift guide highlights alternatives to imports

For shoppers looking to buy American-made this holiday season, a new gift guide is available with exclusively homegrown goods.

The Alliance for American Manufacturing released its 2025 guide on Wednesday. It features 148 manufacturers from across all 50 states. Customers can search the report by state or product category, which range from toys and hobbies to apparel and jewelry.

It’s the 12th guidebook from the trade group—though this year, it’s pitching the resource as a way to avoid tariffs in a marketplace dominated by importers.

It’s an especially challenging environment for US manufacturers, according to Alliance for American Manufacturing President Scott Paul, who said the “US advertising space is dominated by importers and large retailers.”

He also noted that social media platforms are increasingly becoming key DTC channels for Chinese exporters. These exporters, such as Temu and Shein, have raised their prices in the months since the Trump administration ended the de minimis exemption for small packages.

While tariff-free shopping is part of the pitch this year, the group’s broader objectives are to determine the visibility of US-made products and “assess public support for policies and incentives that encourage American manufacturing and transparency in product labeling,” per the report.

And despite the focus on tariffs, the group’s own polling found evidence that supporting American-made products is a concern that transcends the latest trade disruptions. The poll found that 41% of respondents said “Made in USA” was the most compelling marketing label, compared to 8% who selected “tariff-free.”

The disparity could speak to a broader uncertainty around the impact of tariffs. NRF Chief Economist and Executive Director of Research Mark Mathews recently noted in the trade group’s holiday forecast that “as tariffs have induced an uptick in consumer prices, retailers have tried to hold the line on prices given the uncertainty about trade policies.”