The decline marks a sharp reversal for a retail niche that flourished during the 2016 and 2020 presidential campaigns. At least four Trump merchandise stores have closed this year, according to NPR Illinois [1].
A store owner said the drop in business became evident after the election. "We saw a sharp drop in foot traffic after the election," the owner said. MAGA Mall, a large online retailer and wholesaler, has reported a 30% drop in sales compared with a presidential election year, according to Raw Story [2]. The Sun reported that merchandise stores are shutting down nationwide as sales plummet [3].
Background on Trump Merchandise Stores
Many Trump merchandise stores opened during the 2016 and 2020 presidential campaigns, according to industry reports. The stores primarily sold items such as hats, shirts, and flags bearing Trump's name and campaign slogans. Most were independent retailers, not directly operated by the Trump Organization, store owners said. Branded merchandise has been integral to President Donald Trump's image since he debuted the "Make America Great Again" red ballcaps, and his presidential campaigns were characterized by both official and homemade merchandise, according to PPAI [4].
The retail format emerged as a grassroots phenomenon [5]. Sellers rode a wave of enthusiasm that peaked while Trump was on the ballot. MAGA merchandise boomed while Trump was on the ballot, but sellers are now closing stores, slashing prices, and wondering if their businesses can outlast him, Fortune reported [6].
One owner described the earlier volume. "At our peak, we were selling hundreds of hats a day," the owner said. The stores operated outside the formal campaign structure, according to owners, and their fortunes were tied closely to election-season demand rather than to any official licensing arrangement.
Reasons Cited for the Sales Drop
Retail analysts said the 90% decline reflects reduced demand after the election cycle ended. NPR Illinois reported that sales of MAGA gear are down 30% compared to a presidential election year [1]. The divergence in reported figures reflects differing scopes of measurement, with The Sun citing a 90% drop nationwide [3] while other outlets tracked a smaller decline at specific retailers.
Online sales and official licensing deals have shifted consumer purchases away from physical stores, according to a market report. Fast Company reported that Trump stores keep closing and that the president's own online point of sale is now offering bulk MAGA hats at a discount [7]. An analyst said the merchandise market is highly cyclical and tied to political events.
Some store owners also cited rising rent and competition from unofficial vendors. A Tennessee store owner saw monthly sales fall from $200,000 to $20,000 before closing, citing Trump's unpopular policies and supporter complacency, according to News Minimalist [8]. Times Now World reported that retailers specializing in Trump-themed apparel and memorabilia cite economic pressures, inflation, and waning consumer enthusiasm more than a year into the president's second term [9].
Closure Details and Impact
Closures have been reported in multiple states, including Florida, Pennsylvania, and Ohio, according to local officials.
Some storefronts have been converted to other retail uses, while others remain vacant. Employees at several stores were notified of the closures, owners said. A closing store owner said, "We had to let go of our staff last month."
The closures have left commercial spaces in several communities without tenants, according to local officials, though the full extent of the vacancies was not immediately quantified.
Outlook for Remaining Stores
Some remaining Trump merchandise stores are shifting to online sales, according to owners. Analysts expect further closures unless political demand increases, the report stated.
The Trump Organization did not respond to a request for comment. Whether the remaining stores can sustain operations through the next political cycle remains an open question, according to analysts.
References
- Trump merchandise stores are closing: 'He has peaked'. https://www.nprillinois.org/2026-10-22/trump-merchandise-stores-are-closing-he-has-peaked
- 'He has peaked': MAGA gear goes into hiding as Trump stores shutter ahead of midterms. https://www.rawstory.com/maga-merchandise-new-report-peaked/
- FALLING EMPIRE Trump merchandise stores are shutting down across the country as sales plummet 90%. https://www.the-sun.com/money/17190828/donald-trump-merchandise-stores-close/
- Trump-Themed Merch Shops Close Amid Declining Sales. https://www.ppai.org/media-hub/trump-themed-merch-shops-close-amid-declining-sales/
- Trump merchandise stores shutting down as popularity continues to plummet. https://www.irishstar.com/news/politics/donald-trump-store-closures-merchandise-37801713
- ‘He can’t run again’: MAGA merch sellers are closing shop and cutting prices. One sold $63 million but now she’s closed three stores. https://fortune.com/2026/10/16/trump-maga-merch-sales-sellers-midterms-rallies-election/
- How Trump lost his retail appeal - Fast Company. https://www.fastcompany.com/91591292/how-trump-lost-his-retail-appeal
- Trump merchandise sales slump as stores close and discounts grow. https://www.newsminimalist.com/articles/trump-merchandise-sales-slump-as-stores-close-and-discounts-grow-faa3601c
- MAGA Merchandise Retailers Face Sharp Sales Decline During Trump’s Second Term. https://www.timesnowworld.com/us-news/maga-merchandise-retailers-face-sales-decline-trump-second-term-article-156103703
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