A recent survey conducted by Omnisend analyzed the sales of merchandise supporting former President Donald Trump compared to merchandise supporting Vice President Kamala Harris on Amazon leading up to the 2024 election. The results of the study were published in a report titled “Multimillion-dollar election merch industry: What will happen to it after elections?” The research, conducted by Cint, involved 1,000 participants across the United States with a margin of error of +/-3%.
According to the report, Trump merchandise significantly outsold Harris merchandise on Amazon during the period from April to September 2024. Sellers of Trump merchandise made a total of $140 million in sales, while Harris merchandise sellers generated $26 million in revenue during the same time frame.
In July, a total of $41.6 million was spent on Trump merchandise, which coincided with an incident where the former president was targeted by a gunman at a rally in Pennsylvania. Despite Harris entering the presidential race in July, the sales numbers between the two candidates in August and September showed a stark difference. In August, Trump merchandise sales amounted to $27.86 million, whereas pro-Harris products generated $11.52 million in revenue. The gap widened in September, with Trump merchandise sales reaching $31.89 million compared to $10.43 million for Harris merchandise.
The report highlighted the strong demand for pro-Trump merchandise among his loyal supporters, emphasizing the dominance of Trump’s merchandise in the market. It also acknowledged the impressive numbers for Harris’ merchandise sales, attributing it to her increasing popularity and engagement since entering the race.
The study identified Trump flags, hats, and shirts as the most profitable items, with flags alone accounting for 30% of total sales and generating $40 million in revenue. Additionally, nearly one million MAGA hats were sold, solidifying the popularity of Trump merchandise among supporters. Unique items like Walker’s earmuffs featuring Trump’s campaign logo also proved to be successful, bringing in an estimated $3 million for a single seller.
The report revealed that 58% of Americans have either purchased or plan to purchase presidential election merchandise, indicating a growing interest in using merchandise as a way to express political support. Omnisend’s senior e-commerce expert, Greg Zakowicz, advised brands to focus on universal values and themes related to civic engagement to connect with customers and appeal to a broad audience without polarizing them.
Fox News Digital reached out to the Trump and Harris campaigns for comment on the survey results, but responses have not been received yet. The data from this survey sheds light on the significance of political merchandise in capturing voter enthusiasm and reflects the competitive nature of the merchandise market during election seasons.