Key Takeaways
- • Trump-branded merchandise sales have fallen sharply from 2024 peaks, with Richard Kligman of the Trump Super Store in Myrtle Beach reporting a 39% decline and sellers across the country closing stores and cutting prices, according to Fortune.
- • Sany Dash, who says she has sold $63 million in Trump merch over nine years, closed all three of her USA Trump Stores in 2026 and is shifting toward patriotic-themed apparel sold at rallies, where she estimates 40% to 50% of attendees buy merch.
- • At least three independent Trump merch stores have closed this year in Connecticut, Pennsylvania, and Tennessee, per Fortune's reporting.
- • The Monterey Company, a custom manufacturer, earned about $250,000 in 2024 from MAGA merch for nine wholesalers but now has three regular wholesalers, and Google Trends shows searches for "MAGA hat" down 95% from peak.
- • Sellers face uncertainty about whether MAGA branding will outlast Trump's term, with some pivoting toward JD Vance or Marco Rubio-themed merchandise and others diversifying into general patriotic products.
Summary
Demand for Make America Great Again merchandise has contracted significantly from its 2024 election-cycle peak, according to Fortune's reporting on independent sellers and suppliers. Richard Kligman, who runs the Trump Super Store in Myrtle Beach, South Carolina, said sales of Trump-branded merch have fallen 39% from 2024 levels, and he is planning to exit the business by the end of 2027. He attributed the decline to the fact that Trump cannot run for another presidential term, noting that many Trump merchandise stores nationwide are closing.
The downturn is affecting multiple parts of the supply chain. Steven Slaton, who operates the Trumped Store and Coffee Shop in Show Low, Arizona, estimated September 2026 Trump merch sales were down 20% to 25% from September 2024 and has begun marking down hats and shirts that once cost $30 to $10. Slaton cited household budget pressure from food, housing and gas costs. Fox News polling from October 14 showed 77% of registered voters disapproved of Trump's handling of inflation and 70% disapproved of his handling of the economy, with his overall approval at 36%. On the manufacturing side, Eric Turney of The Monterey Company said the firm earned about $250,000 in 2024 across nine wholesalers but now works with three regular wholesalers, with monthly orders falling from roughly 15 in 2024 to 13 in total from 2025 through this year. Google Trends data cited by Fortune shows interest in the term "MAGA hat" has fallen 95% from its December 2018 and November 2024 peaks.
Rallies have provided a partial offset. Ronald Solomon, president of The MAGA Mall, said rallies for Republican midterm candidates renewed demand for MAGA and Trump 2028 hats, though his MAGA product sales in recent months are down 34% from 2024. The Trump Organization began offering $50 "Trump 2028" hats in April 2025.
Sany Dash, who says she has sold $63 million in Trump merchandise over nine years, closed her three USA Trump Stores in Gainesville and Arlington, Texas, and Loveland, Colorado, this year. She may open a store in Dallas but plans to focus on patriotic jewelry and clothing sold at political events. Dash doubts the MAGA brand will retain its appeal after Trump leaves office, while Slaton said the Trumped Store may rebrand to support a future Republican nominee, such as JD Vance or Marco Rubio. Fortune's reporting indicates the sector's long-term outlook remains uncertain.
The downturn is affecting multiple parts of the supply chain. Steven Slaton, who operates the Trumped Store and Coffee Shop in Show Low, Arizona, estimated September 2026 Trump merch sales were down 20% to 25% from September 2024 and has begun marking down hats and shirts that once cost $30 to $10. Slaton cited household budget pressure from food, housing and gas costs. Fox News polling from October 14 showed 77% of registered voters disapproved of Trump's handling of inflation and 70% disapproved of his handling of the economy, with his overall approval at 36%. On the manufacturing side, Eric Turney of The Monterey Company said the firm earned about $250,000 in 2024 across nine wholesalers but now works with three regular wholesalers, with monthly orders falling from roughly 15 in 2024 to 13 in total from 2025 through this year. Google Trends data cited by Fortune shows interest in the term "MAGA hat" has fallen 95% from its December 2018 and November 2024 peaks.
Rallies have provided a partial offset. Ronald Solomon, president of The MAGA Mall, said rallies for Republican midterm candidates renewed demand for MAGA and Trump 2028 hats, though his MAGA product sales in recent months are down 34% from 2024. The Trump Organization began offering $50 "Trump 2028" hats in April 2025.
Sany Dash, who says she has sold $63 million in Trump merchandise over nine years, closed her three USA Trump Stores in Gainesville and Arlington, Texas, and Loveland, Colorado, this year. She may open a store in Dallas but plans to focus on patriotic jewelry and clothing sold at political events. Dash doubts the MAGA brand will retain its appeal after Trump leaves office, while Slaton said the Trumped Store may rebrand to support a future Republican nominee, such as JD Vance or Marco Rubio. Fortune's reporting indicates the sector's long-term outlook remains uncertain.
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