Trump merchandise was once a thriving business in the United States, with stores opening across the country to sell everything from red MAGA caps to clothing, glassware and car stickers. The market has since weakened considerably.
In Boones Mill, Virginia, Donald “Whitey” Taylor has operated a Trump-themed store for around four years. His shop, located in a former church, carries more than 600 products, including shoes, shirts, posters, flags and baseball caps. The merchandise is supplied by wholesalers such as MAGA Mall and is mostly manufactured in China, Taylor says.
The store opened during the 2020 election campaign and initially attracted several hundred visitors a day. Taylor says he recovered the purchase price of the former church within a month and once recorded daily sales of more than $15,000.
Business has since fallen to roughly 30 or 40 customers a day, generating about $1,500 in daily revenue. Taylor argues that the decline does not necessarily reflect reduced support for Donald Trump. In his view, many customers feel they have already done what was needed to help Trump return to the White House.
Taylor also points to a lack of new merchandise. With manufacturers introducing fewer products, customers have fewer reasons to return to the stores.
Around 20 Trump stores are still operating in the country, but at least four have closed this year. Owners have cited weaker consumer finances and the possibility that customers have limited interest in buying additional MAGA hats and other memorabilia. One former customer near Philadelphia told NPR that Trump was no longer a sustainable business model for entrepreneurs because he had passed his peak.
Rick Kligman, who still operates two Trump stores in Myrtle Beach, South Carolina, is trying to clear his inventory. His shops are offering surprise bags containing merchandise valued at $40 for $9.99, a strategy he describes as the easiest way to sell the remaining stock.
Kligman is concerned that a Democratic victory in the midterm elections could further reduce visits from less committed Trump supporters. He wants to avoid being left with thousands of dollars in unsold merchandise.
Taylor, by contrast, plans to keep his store open. He expects a revival of interest in Trump after the president leaves office and believes customers will eventually start asking where Trump is and calling for his return. For now, however, his store is operating far below the levels seen during its strongest period.
Sources: Tagesschau.