Donald Trump is still dealing with the sting of the Republicans’ election losses, but apparently, that’s not his only problem.
Trump is losing his grip on the very followers who once stood firmly behind him. His admission that he would work with Democrats has fueled frustration among MAGA loyalists.
Now, another area of his empire is taking a hit as his trademark look fails to command the same attention.
Trump has spent years turning his political supporters into paying customers.
From $100 Bibles to gold sneakers, the president has rarely missed an opportunity to cash in on his MAGA faithful. But his latest price cuts suggest even MAGA loyalty has its limits.
Still, Trump’s MAGA merchandise has had a few moments that money can’t buy him out of. During an October rally, he tossed hats into the crowd instead of selling them.
Months earlier, his praise for the “Front Row Joes,” a group of supporters who travel extensively to attend his rallies, took an awkward turn when he suggested they were wealthy.
“They DO NOT MAKE MONEY!! In fact, it costs them a GREAT deal of money and time to attend,” wrote former member Trisha Hope who challenged Trump’s characterization.
The signature red hats that became the unofficial uniform of his MAGA movement are suddenly looking a lot less valuable.
With the midterm elections exposing cracks in his political appeal, retailers are reporting declining sales, shuttered stores and merchandise that isn’t moving like it once did.
Now, Trump’s own online store is offering some of his famous hats for less than half their original price.
Drastic markdowns are raising fresh questions about whether Americans are finally growing tired of paying to advertise the president.
Trump’s signature MAGA hats are typically priced between $45- $55. However, the site now offers three options priced for as little as $24.99. That represents a discount of more than 54 percent.
The president’s online store is also advertising a 25-hat bundle for $990, down from $1,365. The collection includes different colors and styles, apparently offering customers an opportunity to stock up before the next political battle.
The designs include “Make America Great Again,” “Four More Years!” “Trump 2028” and the particularly confident “Trump Was Right About Everything.”
There is even a “Gulf of America” design as well as an eagle sporting Trump’s unmistakable hairstyle and American-style sunglasses. The discounts arrive as independent retailers report that the MAGA merchandise business is struggling.
NPR reported that at least four Trump stores closed in 2026.
MAGA Mall, a major online retailer and wholesaler, reported sales were down 30 percent compared against a presidential election year when Trump was on the ballot.
Bill Hays, who operated a Trump superstore outside Knoxville, Tennessee, watched monthly sales collapse from $200,000 to just $20,000 before closing in September.
Hays noticed another troubling change. Customers who once proudly wore their purchases immediately began requesting bags instead.
“People were not wearing their colors, so to speak, like they did before the (2024) election,” he explained.
At another closing store in Bensalem, Pennsylvania, “Trump Won” hats were selling for $9.99. Even longtime supporter Wes Alker questioned the president’s commercial appeal.
“He’s no longer a viable business model for entrepreneurs because he has peaked,” Alker declared.
The slowdown follows the November midterm elections, which delivered another political headache for Trump. However, retailers had already reported weakening demand before voters went to the polls.
The hats are hardly his only merchandise problem.
Financial disclosures showed revenue from Trump’s God Bless the USA Bible dropping from approximately $1.3 million to $208,486. His sneaker and fragrance ventures experienced an even steeper decline, falling from $2.5 million to $67,634.
Not everything bearing his name has disappointed. His watch business reportedly generated approximately $4.47 million, according to Watchpro. Meanwhile cryptocurrency ventures brought in substantially larger sums.
For years, Trump could count on supporters paying to advertise his political brand. Now, with stores closing, discounts multiplying and his final presidential term underway, the bigger question may be how many people still want to wear it.
