Model / Range | Made in | Price |
Milantoast | Milan | €335 |
Dualit “Classic” | West Sussex | £170 – £249.99 |
Mitsubishi Electric TO-ST1-T | Suburbs of Tokyo | $246.68 |
Neiman Marcus range | $90 – $900 | |
Walmart/Amazon/Target/Costco/Macy’s range | $15 – $40 |
* PPI surveys for mainstream retailers and Neiman Marcus prices; Amazon for the TO-ST1-T; manufacturer sites for Dualit Classic and Milantoast.
Here’s Vice Presidential aspirant Senator J.D. Vance in Nevada last July: “We believe that a million cheap knockoff toasters aren’t worth the price of a single U.S. manufacturing job.” The unspoken converse (and as explained below, the more realistic interpretation) is that no toaster price would be too high to shift a single worker into U.S.-based pop-up production. Here’s what this might mean:
Background: If you haven’t recently bought a toaster, mainstream retailers sell them at prices typically between $15 and $40. (We checked Target, Costco, Amazon, Macy’s, and Walmart. You can pay more if you like, of course.) Your purchase won’t be U.S.-made, unless you’re a specialized buyer: kitchen appliance manufacturers do make toasters here, but only big conveyor types for restaurants and hotels. As an example, Holman Star’s factory in Smithville, Tennessee, produces machines in a range from the $1,487 QCS1-350, which browns 350 slices an hour, to the 2,000-slices-per hour Star DT-14 Double Conveyor at $7,273. No U.S. company, though, makes a small home pop-up here.
Overseas Comparisons: Home toaster-making in wealthy “peer” economies, however, is perfectly possible. Firms in the U.K., Italy, and Japan make them now. They’re pricey, though. The U.K.’s Dualit Classic, with a silvery ‘retro’ look drawn from 1950s design, is “hand-built” in West Sussex and sells at prices from £170 for a two-slice model to £249.99 for a 6-slicer. (At $1.31 per pound sterling, this is $250 to $360.) Italy’s Milantoast makes an austere designer-black two-slice pop-up in Milan for €335. ($372, at $1.11 per euro.) And Mitsubishi Electric’s futuristic TO-ST1-T, launched in 2019 and made in two factories outside Tokyo, blends a tea-ceremony-suitable “simple shape and wood grain” look with high-tech programming to provide the precise browning of your choice, preserve the bread’s interior moisture, and offer “fluffy French toast,” “Korean street egg toast,” and DIY options. A connoisseurs’ piece, the TO-ST1-T costs $246.88 and makes one slice at a time, no more. (For purists, yes, it is technically a “bread oven” rather than a pop-up. Close enough, in our opinion.)
In sum, “developed” high-income countries do make home toasters. But they are profitable at prices about ten times those you’d find in mainstream U.S. retail outlets. Looked at another way, the $300 or so you’d pay for a Dualit Classic, Milantoast, or Mitsubishi is at the midpoint of this week’s Neiman Marcus catalog, whose cheapest toaster option is a $90 polka-dotted Kate Spade, and priciest a $900 Dolce & Gabbana “Sicily is My Love,” both produced in China.
So to achieve Vance’s apparent goal, mainstream toaster prices would probably have to rise to Neiman Marcus levels, say $300 each. More generally, we assume he isn’t fixated on toasters specifically, but uses them as one specific example of a more general aspiration for appliance-type products. How would this hypothetical Trump/Vance-world look to families? To workers? And could their tariff ideas deliver it?
Family budgets: The Bureau of Labor Statistics’ most recent “Consumer Expenditure Survey” has family budget data for 2022. That year’s average (mean) U.S. household spent $73,000, including about $20,000 on goods purchases excluding restaurant meals. Small appliances cost them $142, and large appliances $408. That means $550 for appliances, 0.8% of the total budget and 2.5% of the goods-purchase budget.* If appliance prices generally rose to levels typical of the Dualits, Milantoasts, and Mitsubishis, family appliance bills would jump from $550 to about $5,000. That would mean a 25% increase in total U.S. household spending on goods. Few working families could afford that, of course. So home appliances would drop out of their present “easily affordable labor-saving device” range into a “scrimp-and-save luxury” tier. Families would still need some, though, and would presumably scale back their entertainment, education, health, auto repair, and other discretionary choices to buy an occasional vacuum cleaner, microwave, iron, washing machine, microwave, or toaster.
Employment: And what labor impact could we expect? Again by BLS’ estimates, 64,290 Americans, including 36,940 production workers, now work in home appliance manufacturing. The production workers’ average (mean) hourly earnings are $21.42. (The median wage is a nearly identical $21.23.) By comparison, average U.S. hourly production-worker earnings are $30.27 for the whole private sector, $27.96 for all manufacturing, $23.51 in electronics and appliance retail, and $18.91 in hardware retail. So pushing workers out of the toaster sections of appliance and hardware retailers into hypothetical toaster-making assembly lines would likely leave wages a bit better for some, a bit worse for others, and overall about the same.
Trade policy: Whether or not this is a good idea in principle, could the Trump/Vance tariff program — 10% or 20% tariffs on all goods, and 60% tariffs on Chinese-made products – actually do it? Pretty clearly not. The U.S. already charges a 5.3% tariff on pop-up toasters (HTS 85167200). None are made here. So as with a lot of U.S. tariff lines, the toaster tariff’s only effect is somewhat higher prices. To get the spectacular ten-fold price-hike that sustains super-toaster making in Japan, Italy, and the U.K., you’d need a 900% tariff or some equivalent policy. (Or, if you need only a five-fold price jump to make less impressive appliances profitable, 400%.) In fact, the additional Trump/Vance tariffs on metals, wiring, buttons, plastics, and other inputs would make U.S.-based toaster-making — including for currently successful producers like Holman Star — harder, not easier. The differentially higher tariff on Chinese-made popups might push some into Vietnam or the Philippines, or possibly Mexico, but that would be the end of it.
In sum, Vance-world looks very expensive for families, not obviously better for workers, and not realistic anyway.
* For some more specific cases, the BLS says single-parent families, with lower earnings, spent $438 out of $56,240 on appliances, about the same 0.8% share of the budget. BLS’ top-earner families average $322,000 in household income and put $1084 into appliance-shopping out of $167,088 in total spending (maybe getting the Kate Spade or something similar?) for a slightly smaller 0.6% of the family budget.
Special note: Research on U.K. and U.S. toaster-making for this Trade Fact by 2024 PPI Policy Fellow Julia Amann. Research on Japanese toaster-production by PPI Senior Fellow Yuka Hayashi.
Sen. Vance on toasters.
Toasters made in the U.S. –
Holman Star’s restaurant- and hotel-destined conveyor toasters.
And abroad –
Dualit’s Classic line.
Mitsubishi Electric’s TO-ST1-T.
For comparable prices –
Neiman Marcus options.
Data –
The Bureau of Labor Statistics looks at American appliance-manufacturing workers by job type and wage, and at household spending in 2022.
And just to make it more complicated and more realistic –
The Trump-Vance tariff pitch is for “tariffs on everything”. This includes toasters, but as noted above, also on the things needed to make toasters: metal, wires, buttons, plastics, insulation, etc. Shoppers would pay the toaster-tariff, but companies like Star Holman (and by extension, any business and workers making appliances in the United States) would pay tariffs on the inputs. As their production costs rose, appliance-production in the United States would grow more difficult. From the small-government, free-market right, National Review’s Dominic Pino reports on American kitchen appliance-makers’ unhappy experience with Trump-era metals tariffs.
Ed Gresser is Vice President and Director for Trade and Global Markets at PPI.
Ed returns to PPI after working for the think tank from 2001-2011. He most recently served as the Assistant U.S. Trade Representative for Trade Policy and Economics at the Office of the United States Trade Representative (USTR). In this position, he led USTR’s economic research unit from 2015-2021, and chaired the 21-agency Trade Policy Staff Committee.
Ed began his career on Capitol Hill before serving USTR as Policy Advisor to USTR Charlene Barshefsky from 1998 to 2001. He then led PPI’s Trade and Global Markets Project from 2001 to 2011. After PPI, he co-founded and directed the independent think tank ProgressiveEconomy until rejoining USTR in 2015. In 2013, the Washington International Trade Association presented him with its Lighthouse Award, awarded annually to an individual or group for significant contributions to trade policy.
Ed is the author of Freedom from Want: American Liberalism and the Global Economy (2007). He has published in a variety of journals and newspapers, and his research has been cited by leading academics and international organizations including the WTO, World Bank, and International Monetary Fund. He is a graduate of Stanford University and holds a Master’s Degree in International Affairs from Columbia Universities and a certificate from the Averell Harriman Institute for Advanced Study of the Soviet Union.