Trump-themed merchandise retailers are experiencing a significant downturn in sales, with several independent stores closing across the U.S. This decline is attributed to President Trump's falling approval ratings, which hit a new low of 33% in an Economist-YouGov poll on August 11, and the absence of an active election campaign to rally supporters. The Trump Superstore near Knoxville, Tennessee, for example, is liquidating its inventory at 50% off and is at least the third independent Trump-themed store to close this year, following similar shutdowns in Bensalem, Pennsylvania, and Vernon, Connecticut. Owners of these stores cite reduced customer traffic and waning enthusiasm as primary reasons for closing.
The slowdown in demand is also reflected in the official Trump Store, operated by the Trump Organization. The online shop is offering a 10% discount to visitors and has implemented substantial price cuts on bulk merchandise. For instance, a bundle of 25 MAGA hats, previously priced at $1,365, is now $990, representing a more than 27% reduction. Other deals include a 10% price cut on a six-hat Gulf of America bundle, now $270, and a 20% reduction on a four-hat neon MAGA bundle, now $200.
While the broader retail sector has faced challenges like inflation and changing consumer habits in 2026, the specific decline in Trump merchandise sales is largely linked to political factors. The sales of such items historically peak when Trump is on the ballot or when his supporters feel a sense of vindication. With no upcoming election, the motivation for purchases has diminished. Despite these closures, some Trump-themed stores, like those in Gatlinburg, Tennessee, and North Myrtle Beach, South Carolina, as well as the flagship Trump Store in Trump Tower, remain open. The Trump Organization also continues to operate its online store and merchandise outlets at its golf clubs and resorts.
Trump has leveraged branded merchandise into a substantial revenue stream, generating about $17 million from publishing and merchandising in 2025, a figure that has grown from $950,000 in 2017. This category includes sales of branded shoes, watches, and Bibles. Although this revenue is a fraction of his total earnings of $2.24 billion last year, the closures of roadside Trump stores serve as a tangible indicator of shifting public opinion and declining support, even in areas that were once strongholds for the former president.
