Several brick-and-mortar retail stores specializing in Donald Trump-branded merchandise have closed this year as the president serves his second and final term. Retailers in Pennsylvania and Tennessee reported declining sales figures, with one store owner noting a drop from $200,000 in monthly sales in 2024 to $20,000 by September 2026. Data from the MAGA Mall, an online wholesaler, indicates that sales for such merchandise are down 30% compared to a presidential election year when Trump is on the ballot.
The closures coincide with a decrease in the president's average approval ratings, which fell from 50% at the start of his term to 44% early in 2026, and dropped a further five points by September. Some business owners and customers attributed the shift to Trump’s status as a "lame duck" president and the conclusion of the 2024 campaign. Bill Hays, who closed his Knoxville, Tennessee, store in September 2026, stated that many customers felt their "job was done" after the inauguration and no longer felt the need to promote the brand.
Operational challenges and policy decisions have also been cited by some as factors affecting consumer behavior. Hays noted that policies such as the Department of Government Efficiency (DOGE) staff cuts, led by Elon Musk, appeared to impact demand. In Myrtle Beach, South Carolina, retailer Rick Kligman reported using steep discounts—such as $9.99 grab bags for $40 worth of inventory—to clear older stock. Kligman expressed concern that a potential Democratic sweep in the upcoming midterm elections could further reduce interest among casual consumers.
The decline in visible branding—what Hays described as people no longer "wearing their colors"—reflects a change in political consumerism as the 2026 midterm elections approach. Customers who previously purchased items like $9.99 "Trump Won" caps or $19.99 pool floats are reportedly moving toward more general patriotic merchandise, such as "We the People" hats. This pivot suggests that the commercial market for presidential-specific retail is tied closely to active candidacy.
What happens next: The remaining physical stores face a critical period through the end of 2026. Owners like Hays are monitoring Christmas sales to determine whether to keep their remaining locations open. The results of the midterm elections on November 3, 2026, will serve as the next indicator of consumer demand for the brand. If sales do not recover, wholesalers like the MAGA Mall suggest the business model may eventually disappear unless a Trump family member assumes a similar national role. In the interim, retailers are increasingly diversifying into non-partisan patriotic goods to sustain their storefronts.