How Trump lost his retail appeal

President Donald Trump's retail appeal has diminished, as evidenced by the recent closures of several Trump-themed retail stores. The Trump Superstore in Tennessee is among the most recent casualties, closing its doors after struggling to maintain sales. The store's owner has slashed prices on Trump and America-themed merchandise to clear out inventory, including a 50% discount on everything in the store.

This trend is not unique to Tennessee, as similar closures have occurred in Bensalem, Pennsylvania, and Vernon, Connecticut, with more closures expected.

The demise of these stores is a reflection of the dwindling demand for Trump merch. Trump's merch sales have historically served as a gauge of his popularity, soaring during periods of support and pride. However, without an upcoming election, the president lacks a rallying point for his supporters. Additionally, the market for Trump merchandise may have reached saturation, with most potential customers already owning a MAGA hat.

Trump's age and reduced public appearances have also contributed to the decline. As the 80-year-old president has held fewer events, there are fewer occasions for supporters to purchase Trump-branded merchandise. Furthermore, Trump's approval rating has plummeted, now at a record low of 33%, including among Republicans, the demographic most likely to buy his merchandise.

Despite generating $17 million in publishing and merchandising revenue in 2025, Trump's merchandising income is a fraction of his total earnings of $2.24 billion in 2025. However, the decline of the roadside Trump stores signals a broader trend of shifting public opinion towards the former president.