CBS Sunday Morning • ABC World News • Fox & Friends
As Seen On TV - Made in America Gift Guide
The definitive collection of CBS Sunday Morning, ABC World News, and Fox & Friends products that captured national attention during the 2025 Made in America phenomenon.
The Explosion: December 14-15, 2025
The weekend of December 14-15, 2025, witnessed an unprecedented surge in "Made in America" searches. This wasn't a spontaneous viral moment—it was the culmination of a meticulously orchestrated media blitz that redefined how Americans think about purchasing during the holiday season.
The Economic Context: 1.1 Million Layoffs
This phenomenon emerged against the backdrop of 2025's grim economic reality: over 1.1 million Americans lost their jobs. In this environment, purchasing decisions became moral statements. Buying American wasn't just about quality—it was about supporting neighbors, communities, and the dream of manufacturing resilience.
December 14: CBS Sunday Morning - The Spark
Luke Burbank's CBS Sunday Morning feature "'Tis the season… MADE IN AMERICA" showcased 150+ manufacturers across all 50 states. The segment didn't just list products—it told stories of American resilience, featuring The Sheller's Baltimore production, Cycle Dog's Portland upcycling, and Big Plush's giant toys.
The Viral Moment: When AAM's website crashed during the broadcast, CBS displayed the error on screen, inadvertently creating a viral moment. Social media erupted with "Even the website can't handle America's desire to buy American" memes.
Audience Impact: CBS's audience (median age 65, college-educated) responded by seeking authentic American-made gift guide products, heritage-rich items that represent craftsmanship over convenience.
December 10-14: ABC World News - The Build-Up
David Muir's five-part ABC World News series took an economic approach, focusing on companies sustaining communities. Randolph Engineering (military contracts), Humminbird (ESOP employee ownership), and Van Leeuwen Ice Cream's American tools were highlighted.
Sector Strategy: Each day featured a different sector—Monday (Aerospace/Defense), Tuesday (Food Production), Wednesday (Electronics), Thursday (Automotive), Friday (Holiday Traditions). This "sector rotation" ensured broad appeal across industries and demographics.
December 14: Fox & Friends - The Conservative Appeal
Skip Bedell's Fox & Friends segment emphasized practical American-made tools and gifts. Milwaukee tools, DeWalt equipment, and Dugout Mugs (featuring veteran founder Randall Thompson) were showcased.
Political Framing: Fox positioned "buying American" as patriotic economic warfare against unfair foreign competition. The message: "Every American-made purchase is a vote for American workers over foreign factories." This resonated with viewers concerned about trade imbalances and domestic job losses.
The Ripple Effect: How It Spread Online
🔍 Google Search
The primary gateway for curious viewers. Search data shows three distinct phases:
- Phase 1: Direct searches like "CBS Sunday Morning gift guide"
- Phase 2: Long-tail queries when AAM crashed
- Phase 3: State and brand-specific searches
Became the unofficial archive when AAM crashed. Users in r/madeinusa, r/BuyItForLife, and r/news:
- Shared screen recordings of segments
- Transcribed brand lists
- Conducted "authenticity audits"
- Verified American content claims
🎵 TikTok
Counter-narrative to fast fashion. "Made in America" content offered:
- Alternative to "cheap Chinese factory" videos
- Showcase of American craftsmanship
- 200-step processes (Randolph Engineering)
- Upcycling in action (Cycle Dog)
The Reddit Effect: Community Verification
Reddit's culture of skepticism actually helped the movement. Users fact-checked claims about domestic content, creating a curated list of genuinely American companies. This community-driven verification elevated the gift guide from marketing material to trusted resource.
The hashtag #MadeInAmerica gained traction not as nationalism, but as "conscious consumption"—buying less, buying better, supporting local communities.
The Stars of the Show: Brand Case Studies
The Sheller (Maryland): The "Problem Solver" Archetype
Invented by Shelby Blondell, a Baltimore musician and entrepreneur, The Sheller solves a specific Chesapeake Bay problem: eating steamed blue crabs efficiently. This multi-tool combines mallet, knife, picker, and bottle opener in one flat stainless steel unit.
The Viral Hook: Blondell rejected advice to manufacture overseas (which would have reduced costs by 60%) and chose to keep production in Baltimore, creating local jobs. When CBS highlighted this choice, viewers saw not just a kitchen tool, but a "regular person choosing community over profit."
"Sheller crab tool", "Shelby Blondell Maryland", "Crab opener made in USA"
Supporting本土创业, owning a piece of American ingenuity
Cycle Dog (Oregon): The "Eco-Industrialist"
Founded in 2009 by Lanette Fidrych, Cycle Dog transforms Portland's bicycle waste into premium pet gear. Their patented "Pup Top" leash attachment doubles as a bottle opener—a "party trick" that became a massive selling point.
The Transparency Factor: Cycle Dog explicitly states that while core rubber products are made in the USA, plant-based pickup bags come from China due to lack of domestic suppliers. This honesty builds immense trust in an era of greenwashing.
"Cycle Dog bottle opener collar", "Recycled bike tube dog leash", "Portland pet toys made in USA"
环保 + 宠物安全, supporting women-owned businesses
Randolph Engineering (Massachusetts): The "Intergenerational Guardian"
Prime contractor for US Military Aviator sunglasses since 1982. Randolph Engineering represents the "Mil-Spec" standard—the gold standard of durability and craftsmanship. Their 200-step handcrafted process hasn't changed since 1973.
Military Grade Marketing: ABC's coverage of Randolph Engineering as "fighter pilot sunglasses" positioned them as the ultimate male gift—military-grade quality in civilian form. The "Bayonet" temple design (straight arm for helmets) became a symbol of functional excellence.
"David Muir sunglasses", "Fighter pilot aviators USA", "Randolph Engineering reviews"
军事级品质, 男性身份象征, 极致耐用性
Big Plush (South Carolina): Visual Spectacle
Manufacturer of colossal stuffed animals—12-foot gorillas, 18-foot snakes, bears weighing as much as a small child. CBS's visual showcase of these massive toys created immediate social media buzz.
The "Shipping Air" Economics: Big Plush proves that domestic manufacturing makes economic sense even for bulky items. Shipping hollow toys across the Pacific involves paying to ship mostly air—domestic production avoids this inefficiency.
"Giant stuffed gorilla USA", "Big Plush South Carolina", "12 foot teddy bear"
猎奇心理, 震撼礼物, 打破"纺织品只能在低成本国家生产"的偏见
Humminbird (Alabama): The "Rural Innovator"
Based in Eufaula, Alabama, Humminbird creates advanced marine electronics. Their story includes a remarkable 1987 ESOP liquidation that distributed $7 million to 250 employees, creating generational wealth in rural Alabama.
Solar-Powered Manufacturing: Humminbird's 200,000 kWh solar array makes them a sustainability leader, appealing to environmentally conscious anglers. Their high-tech manufacturing in rural Alabama proves that innovation isn't limited to coastal tech hubs.
"Humminbird fish finder made in USA", "Alabama marine electronics", "ESOP employee ownership"
高科技 + 南方制造业, 支持员工持股企业
Dugout Mugs (Florida): The "Sports Nostalgia"
Founded by Randall Thompson, a former professional baseball player, Dugout Mugs crafts drinking mugs from the barrels of actual baseball bats. Officially licensed by Major League Baseball with over $50 million in sales since 2017.
Fox & Friends Appeal: Thompson (a veteran) appeared on Fox & Friends, framing bat mugs as "American craftsmanship meeting American pastime." Fox positioned the brand as patriotic economic warfare—supporting American workers over foreign factories.
"Dugout Mugs baseball bat mug", "MLB licensed drinkware", "Veteran owned American gifts"
体育迷礼物, 男性礼品, 退伍军人创业故事
State-by-State Search Patterns
AAM's "by state" structure sparked geographic nationalism. Consumers sought products from their home states—a more specific and actionable form of "economic patriotism."
Southern States
Humminbird (fish finders, Eufaula) and Bourbon Pens (波本威士忌酒桶钢笔, Birmingham) dominated searches.
Blue Delta Jeans (定制牛仔裤) became热门, with social posts bragging "I wear Mississippi on my feet."
Midwest States
Kikilu House of Style (小批量服装) and Ohio Flame (火坑) aligned with当地重振制造业的叙事.
Baldwin Toys (手工木制玩具) searches激增, as parents sought塑料玩具的替代品.
Western States
"Cowboy hat racks" (牛仔帽架) 因被CBS提及而意外走红, representing西部特色.
Planet X Pottery (沙漠陶艺) and Song Dog Silver (银饰) embodied西部狂野美学.
Featured TV-Famous Products
MEGA Imaging+ Fish Finders
$100-1000High-tech fish finders in Eufaula. 1987 ESOP distributed $7M to 250 employees. Powered by 200,000 kWh solar array. Leader in marine sonar technology.
Cast Iron Cookware
$30-500America's last major cast iron cookware manufacturer in South Pittsburg, offering heirloom quality.
Detroit-Made Watches
$20-200Crown jewel of Detroit's manufacturing revival, Runwell watches represent American industrial spirit.
Frequently Asked Questions
What sparked the 2025 Made in America gift guide phenomenon?
The American made phenomenon was triggered by a coordinated media campaign beginning December 10, 2025, with ABC World News Tonight's David Muir running a week-long series on American manufacturers. This culminated in CBS Sunday Morning's December 14 feature "'Tis the season… MADE IN AMERICA" by Luke Burbank, which showcased over 150 manufacturers across all 50 states. The Alliance for American Manufacturing's official website crashed due to overwhelming traffic, creating a secondary news cycle that amplified the story across social media platforms like Reddit and TikTok.
Why did "Made in America" become so popular in 2025?
Several converging factors made 2025 the perfect storm for American made manufacturing advocacy. First, the economic anxiety from 1.1 million layoffs throughout the year made purchasing decisions feel like moral choices. Second, rising tariffs and trade tensions made imported goods more expensive and unpredictable. Third, consumers developed "fast fashion fatigue" from Temu and She's disposable culture, seeking products with lasting value. Fourth, the supply chain disruptions of previous years created a desire for certainty—"Made in USA" meant "the product is actually here, not stuck on a container ship."
What makes these TV-famous brands different from other American manufacturers?
The American made brands featured in major media (CBS, ABC, Fox) underwent rigorous vetting processes that prioritize specific narrative archetypes: The Sheller represents the "Problem Solver" (invented by Maryland musician Shelby Blondell to solve local crab-eating challenges), Randolph Engineering embodies "Intergenerational Guardian" (military-grade quality since 1982), Cycle Dog exemplifies the "Eco-Industrialist" (upcycling Portland's bicycle waste), and Humminbird symbolizes "Rural Innovator" (high-tech manufacturing in Alabama's rural communities). These aren't just products—they're stories of American resilience, innovation, and community support.
How did the website crash contribute to the viral moment?
When AAM's website crashed within minutes of CBS Sunday Morning's December 14 broadcast, it became a story itself. Millions of Americans searched for "Made in America gift guide" simultaneously, creating a "hurst of traffic" that overwhelmed their servers. This technical failure became a viral moment on social media, with users screenshotting error messages and sharing them with captions like "Even the website can't handle America's desire to buy American." The crash symbolized the unexpected scale of the phenomenon—organizers estimated 50,000 visitors but received over 500,000 in the first hour.
Which products got the most search traffic?
Based on search data and platform engagement, the top products were: The Sheller (searches for "Sheller crab tool" spiked 400%), Cycle Dog (especially the bottle opener collar), Randolph Engineering (fighter pilot sunglasses), Big Plush (giant gorilla toys), Humminbird (fish finders), and Dugout Mugs (baseball bat mugs). Each product captured a different demographic and use case—from kitchen tools to pet accessories to luxury goods.
What role did Reddit and TikTok play in amplifying the trend?
When AAM's website crashed, Reddit became the unofficial archive. Users in r/madeinusa, r/BuyItForLife, and r/news shared screen recordings of CBS segments, transcribed brand lists, and conducted "authenticity audits" (verifying American content). Meanwhile, TikTok saw a counter-narrative emerge: after years of "cheap Chinese factory" and "Temu hauls" dominating the platform, "Made in America" content offered an alternative. Videos showing American craftspeople, 200-step processes (Randolph Engineering), or upcycling in action (Cycle Dog) got millions of views. The hashtag #MadeInAmerica gained traction not as nationalism, but as "conscious consumption."
How do I know if a product is truly "Made in USA"?
The Federal Trade Commission (FTC) has strict guidelines for "Made in USA" labeling. Products must be "all or virtually all" made in the US. Look for specific details: Randolph Engineering lists every step of their 200-process manufacturing in Massachusetts; Baldwin Toys specifies zero foreign materials and food-grade finishes; Cycle Dog transparently states their rubber products are 100% American-made while acknowledging one component (plant-based pickup bags) comes from China due to supply chain realities. Transparency matters—brands confident in their American credentials will share supply chain details.
Why did Fox & Friends cover this story?
Fox & Friends Weekend (December 14) provided crucial cross-spectrum validation by featuring Skip Bedell's segment on American-made tools and Dugout Mugs. While CBS and ABC focused on emotional storytelling and economic impact, Fox emphasized practical utility and "buy American as economic patriotism." Their audience (conservative, pro-business, patriotic) saw "Made in America" not just as nice-to-have, but as economic warfare—supporting American workers against unfair foreign competition. This cross-media coverage meant the movement wasn't dismissed as "liberal media" or "coastal elite"—it appealed to Americans across political lines.
Is this movement sustainable beyond the holiday season?
Early indicators suggest sustainability beyond the holiday season. The brands featured have deep stories and genuine quality—Randolph Engineering has served military pilots for 40+ years, Baldwin Toys has been making heirloom toys since 1976, and Cycle Dog has diverted millions of bike tubes from landfills since 2009. Consumer behavior has shifted: 2025 marked the first year "anti-fast fashion" went mainstream, with thrifting up 30% and "Buy It For Life" communities growing exponentially. Economic factors driving the movement (tariffs, supply chain anxiety, domestic job losses) persist into 2026, suggesting this is more than a temporary trend.