Research from Omnisend highlights a significant disparity in election merchandise spending between supporters of former President Donald Trump and Vice President Kamala Harris, particularly on Amazon—a key platform for such sales. The findings reveal that Trump supporters are outspending Harris supporters at a ratio of three to one, with a striking total of $140 million dedicated to Trump merchandise compared to just $41 million for Harris among more than 11,000 sellers of Campaign 2024 merchandise. This spending reflects the intense enthusiasm and engagement of Trump’s base, showcasing a stark contrast in electoral support as the 2024 campaign heats up.
Flags are the most sought-after items in Trump’s merchandise lineup, comprising 30% of his total sales with nearly $40 million generated. In contrast, Harris’s campaign has seen T-shirts predominantly, accounting for 48% of her merchandise sales, which amounts to around $20 million. Additionally, the research indicates that over a million MAGA hats have been sold on Amazon, yielding approximately $23 million in revenues for Trump’s merchandise. The report also identifies a notable trend in the nature of the merchandise, revealing that 21% of Trump-related products include negative keywords tied to political opposition, compared to only 9% of Harris-related items, signaling the contentious nature of contemporary political discourse.
Amazon’s dominance in the election swag marketplace is significant, controlling 57% of total sales in this category. The data suggests that many Americans are actively participating in the political process through merchandise purchases, with 65% of individuals reported as regular buyers of election merchandise. This statistic underscores the appealing and celebratory nature of election cycles that encourage individuals to publicly display their political affiliations.
Omnisend’s press release further illustrates the motivations behind these purchases, revealing that nearly two-thirds of Americans buy election merchandise primarily to demonstrate their support for candidates. Additionally, one-third of buyers collect these items, and about 25% intend to influence others through their purchases. A sense of pride accompanies these transactions, with 60% of people expressing that they feel proud of their political beliefs when buying merchandise. Furthermore, 32% find excitement in displaying their support, while 27% feel a sense of confidence regarding their political views thanks to their merchandise.
When it comes to spending patterns, Americans typically allocate between $10 to $30 per election cycle for their political merchandise, highlighting that the investments are both significant and indicative of broader political trends. The most popular items continue to include T-shirts, flags, and various hats or caps, implying that voters are looking for versatile and recognizable ways to express their political identities.
The research conducted by Omnisend utilized Jungle Scout software to analyze sales data concerning campaign-related keywords like “Trump,” “Biden,” and “Kamala,” effectively capturing trends from May to September 2024. As the 2024 presidential campaign unfolds, the findings present an illuminating picture not only of merchandise sales on Amazon but also of the fervor with which Americans engage with their political choices through associated products. As merchandise reflects the political climate, these insights could signal how enthusiasm shapes the upcoming election’s atmosphere and voter turnout.
