A recent survey looked at how well Trump and Harris’ presidential election campaign items were purchased on Amazon during election season, and the disparity between the two was significant.
Omnisend, a marketing automation platform, recently revealed its results in a research titled “Multimillion-dollar election merchandise industry: What will happen after elections?” Cint, a technological research organization, conducted the study in August 2024.
Researchers conducted a poll with 1,000 participants from throughout America, with a +/-3% margin of error, and used Jungle Scout software to assess goods sales trends from April to September 2024.
The study found that pro-Trump merchandise generated more than five times more cash than pro-Harris merchandise. Amazon sellers made $140 million selling Trump merchandise from April to September, while Harris merchandise sellers made $26 million.
According to the survey, $41.6 million was spent on Trump products in July, the month in which the former president was shot by a shooter at a Pennsylvania rally.
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The analysis compensates for the fact that Harris did not announce her presidential campaign until July, but the sales differential between the two in August and September was significant.
In August, shops made $27.86 million selling Trump merchandise, while pro-Harris things produced $11.52 million in revenue. The disparity widened in September, when Trump item merchants made $31.89 million and Harris merchandise sales were $10.43 million.
Omnisend said the item study showed “the strong demand [for pro-Trump merch] among [Trump’s] loyal base.”
“From flags to MAGA hats, Trump’s merch continues to dominate the market,” the company said while adding that Harris’ numbers were still impressive.
The study said, “Harris’ rise in merch sales aligns with her increasing popularity and engagement since entering the race, signaling growing support for her campaign.
“These figures highlight not only the scale of the political merch industry but also the fierce competition between candidates to capture voter enthusiasm through merchandise sales.”
Trump’s flags, hats, and shirts remained the most profitable items, with millions sold for birthday cards, mugs, yard signs, and stickers.
Omnisend noted, “Flags have proven to be the most popular Trump-branded item, accounting for 30% of total sales and generating $40M in revenue. Alongside flags, nearly one million MAGA hats have flown off the shelves, solidifying Trump merch as a must-have for supporters.”
“Among the standout sellers is Walker’s earmuffs featuring Trump’s campaign logo, which brought in an estimated $3M for a single seller since being listed at the end of the summer. Many of the stores selling Trump merch also offer customizable items like t-shirts, cups, and hats,” the study added.
According to the report, 58% of Americans have purchased or intend to purchase presidential election gear, indicating “a rising interest in using merch as a way to express political support.”
“Brands can connect with customers by focusing on universal values and themes related to civic engagement, such as voting or community involvement. This approach ensures broad appeal without polarizing your audience,” Omnisend senior e-commerce expert Greg Zakowicz said.
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