BOONES MILL, Va.—Sales of merchandise linked to former President Donald Trump have declined significantly over the past year, as economic challenges and waning enthusiasm among supporters weigh on retailers specializing in Make America Great Again (MAGA) products.
Donald “Whitey” Taylor, owner of Trump Town USA in Boones Mill, Virginia, said his store once brought in more than $15,000 daily during the peak of the 2024 election cycle, marking the most successful period in its 11-year operation. However, he now reports an average daily revenue closer to $1,500. Taylor attributes this downturn partly to inflation and higher gas prices following the conflict between the United States and Iran, factors he believes have constrained consumer spending. He also noted that many customers feel they have already demonstrated their political support in electing Trump to a second term, which has reduced demand for new merchandise.
The experience of Taylor reflects a larger trend reported by numerous vendors, wholesalers, and sales representatives across the country. As Trump’s approval ratings remain near historic lows and the Republican Party faces uncertain prospects ahead of congressional elections, several MAGA-focused stores have either closed or scaled back operations. For example, the Trump Store Manchester in Tennessee recently shuttered amid diminished foot traffic and rising operational expenses such as rent and advertising. An employee at that location described the final days as bleak, with only about a dozen visitors per day despite significant inventory discounts.
Suppliers have responded to declining consumer interest by reducing orders of Trump-related merchandise. Quan Ngo, co-operator of NT Souvenir Wholesale in Washington, D.C., said business decisions are motivated by demand rather than politics. Ngo noted that the company, which distributes a variety of politically themed items across the U.S., has scaled back its inventory of Trump products in response to softer sales patterns following the 2024 election.
Independent sales agents report a similar trajectory. Lisa Hall from Syracuse, New York, who handles nearly two dozen product lines including Trump apparel, said sales started falling after the 2024 election but dropped more sharply about six months ago, coinciding with the outbreak of the U.S.-Iran war. She described consumers as more cautious, often choosing essential purchases over MAGA gear amid economic uncertainty.
Not all retailers associated with Trump merchandise report difficulties. Seth Hansen, owner of the Trump Store Branson in Missouri, indicated that although sales have slowed from their election-year levels, his business remains profitable, generating seven-figure revenue last year. Hansen suggested that some struggling stores may suffer from poor business management rather than market trends, emphasizing that political loyalty alone does not guarantee commercial success.
In Boones Mill, where Trump secured more than 70% of votes in the 2024 election, Taylor remains an enthusiastic supporter, continuing to sell additional items such as America 250 and Confederate memorabilia in an effort to diversify offerings. Despite current setbacks, he anticipates a revival in sales after Trump’s presidency ends in 2029, expressing confidence that nostalgic supporters will return and boost demand for his merchandise.
“We’ll all be back. It’s going to be awesome,” Taylor said, reflecting a sentiment of optimism among some vendors despite present challenges.