Donald Trump's Eligibility for Re-election Drives Decline in MAGA Merchandise Sales

A sudden decline in sales has led several sellers of "Make America Great Again merchandise to close shop and slash prices. At the heart of this shift is the impending end of President Donald Trump's eligibility for re-election.

Richard Kligman, who initially stumbled upon a business opportunity selling MAGA gear at his Myrtle Beach kite shop, is now eager to exit the market. The brothers opened their own dedicated store in 2018 to cater to the surging demand from locals and tourists alike.

Sales were thriving between the 2020 and 2024 presidential elections, with Kligman's Trump Super Store operating seven days a week to keep up with orders. However, he claims that sales have since plummeted by 39% compared to their peak in 2024.

The drop-off is attributed to the dwindling demand for Trump-branded merchandise as his re-election prospects fade. Many stores are now facing an uncertain future due to this shift in consumer behavior.

The decline in sales of Make America Great Again (MAGA) merchandise is becoming increasingly evident across the country. This phenomenon is attributed to the dwindling demand for Trump-themed items following his presidential win in 2016 and the subsequent election cycles.

One of the most significant indicators of this shift is the sharp drop in sales reported by Amazon sellers who specialized in Trump-themed merchandise. According to e-commerce marketing platform Omnisend, these sellers raked in an estimated $140 million from April through September alone during the 2024 election season.

Merchandise sellers are responding to the decline in demand by adopting various strategies to stay afloat. Some have opted to slash prices, with items that once retailed for up to $30 now being offered at significantly lower rates of around $10. This drastic price reduction is evident in the clearance sales taking place at stores like Steven Slaton's Trumped Store and Coffee Shop.

The drop-off in sales has been particularly pronounced in Arizona, where Slaton has observed a decline of 20% to 25% in Trump-themed merchandise sales compared to the same period in 2024. In response, he and his wife have begun clearing out older inventory to make room for other patriotic items that are gaining popularity.

As MAGA merchandise sellers grapple with this downturn, they are also exploring new revenue streams by diversifying their product offerings or capitalizing on Trump's rallies as opportunities for sales.

The economic woes facing Americans are having a ripple effect on the sales of MAGA merchandise. Many customers who were once eager to purchase Trump-branded items are now tightening their belts due to rising costs for food, housing, and gas. This shift in consumer spending habits is evident in the declining demand for MAGA merch.

As a result, some stores that previously thrived selling Trump merchandise are now forced to close their doors. At least three independent Trump merch stores have shut down this year alone, including one in Connecticut that used to make an impressive 350 sales per day at an average of $60 each. This trend is a stark contrast to the robust sales figures these stores once boasted.

The decline in demand for MAGA merchandise has also had a significant impact on manufacturers who produce these items. The Monterey Company, a custom product manufacturing firm, has seen its revenue from Trump-branded products plummet. In 2024, the company earned around $250,000 making MAGA hats, keychains, and buttons for nine wholesalers.

However, in recent times, the number of regular wholesalers for this merchandise has dwindled to just three. This significant drop in orders is a clear indication that demand for MAGA merch has decreased substantially since Trump took office. In fact, The Monterey Company's sales director noted that the company used to receive an average of 15 orders per month in 2024 but has seen only 13 orders combined from 2025 up until now.

The impact on manufacturers is a worrying sign that the MAGA merchandise industry may be experiencing a long-term decline. With fewer customers eager to purchase Trump-branded items and stores closing their doors, it remains to be seen whether this trend will continue or if sales will recover in the future.

Online interest in MAGA hats has significantly decreased over the past year. Google Trends data reveals that searches for MAGA hat peaked in December 2018 and November 2024 but have since plummeted by a staggering 95% as of October.

Despite this decline, some sellers are experiencing a brief resurgence in demand due to Trump's rallies for Republican midterm candidates. At one such rally in Vandalia, Ohio, Ronald Solomon, president of The MAGA Mall, reported selling a large quantity of MAGA and Trump 2028 hats. His company also recently began offering $50 Trump 2028 hats through its own channels.

The renewed interest in MAGA merchandise is short-lived, however, as sales have not returned to their previous levels. Solomon attributes the decline in sales to the fact that 2026 is a midterm year, rather than a presidential election year like 2024. He notes that business has been significantly slower this time around.

For some sellers, the slowdown has forced them to adapt and change their strategies. One such seller, Sany Dash, has closed three of her USA Trump Stores due to declining revenue. The stores in Gainesville and Arlington, Texas, as well as Loveland, Colorado, have all ceased operations.

Dash still sees opportunities for growth, particularly at rallies and other political events where she estimates that between 40% and 50% of attendees purchase merchandise. She plans to focus on selling patriotic-themed jewelry and clothing at these events instead of relying on her brick-and-mortar stores.

In an effort to stay afloat, some sellers are reducing their prices in hopes of generating more sales. With fewer customers eager to purchase Trump-branded items and stores closing their doors, it remains to be seen whether this trend will continue or if sales will recover in the future.

As the Trump presidency nears its end, many stores selling MAGA merchandise are facing a bleak future. Sales have plummeted, and several owners have been forced to close their doors or drastically reduce prices.

Some sellers, like Dash, are trying to diversify by removing the Trump brand from their products, opting for more generic patriotic" labels instead. However, even this might not be enough to salvage their businesses, as many believe that the appeal of MAGA merchandise is closely tied to Trump's presence in office.

In preparation for a post-Trump era, some sellers are planning to transition their stores and online platforms to support whoever becomes the next Republican figurehead.