UK shoppers increasingly choosing British websites and products after Trump’s “Liberation Day” policy.
A growing wave of consumer patriotism has emerged in the UK following the announcement of “Liberation Day” tariffs by US President Donald Trump, according to recent insights from the country’s domain name registry.
Nominet, which has overseen the .UK web domain since 1996, reports a noticeable increase in support for British goods in the wake of shifting US trade policy.
In a poll of 2,000 adults across the UK conducted by the registry – responsible for 10 million domain names – 49% of respondents said the new US tariffs made them more likely to purchase British products in the future.
Just 14% said they would not be swayed by the tariffs, while 37% remained uncertain about how it might affect their buying behaviour.
Older consumers, particularly those over 55, were more likely to express a renewed appreciation for homegrown products. Residents of the North East and West Midlands were also more likely to reconsider their purchasing habits due to the tariffs.
The survey found that 64% of respondents felt an increased sense of pride when buying British following the announcement. By contrast, 13% said they felt no change, and 23% were unsure of their response.
Additionally, 54% said that the presence of a UK domain name – such as .co.uk or .uk – played a role in where they chose to shop online. This preference was most prominent in Scotland and the South East, and among the over-55 demographic.
David Carroll, Chief Customer Officer at Nominet, commented:
“We’ve seen a Trump bump of our own in terms of online searches for UK domain names over the last week or so. With pride returning to buying British – it looks like a growing number of businesses and individuals are looking at registering a UK web address to join the 10m already registered.
“Choosing a .UK domain name has always been a conscious decision for many online businesses, but with a growing sense of pride in buying British – now may be the time for many UK businesses to tap into this feeling.”
Online search trends from Google reveal a sharp rise in interest for UK domain names following Trump’s policy announcement, with “co.uk” reaching its highest level of search interest since February 2024.
