Democratic and Republican campaigns in Virginia and New Jersey are testing competing playbooks ahead of fall gubernatorial contests, with Democrats retreating from their party’s progressive flank and Republicans largely embracing former President Donald Trump as they seek to broaden their appeal.
Democratic nominees in both states have centered their messaging on economic issues, focusing on rising costs and job growth as they distance themselves from the social priorities and figures that some strategists say hurt Democrats in the 2024 national elections. Republican contenders, running in historically Democratic or Democratic-leaning states, have mostly rallied around Trump and his base even as polls show lukewarm approval for the president among many voters in those states.
The dynamic is playing out in campaign rhetoric and endorsements. Former New Jersey Assemblyman Jack Ciattarelli, the Republican nominee, secured Trump’s endorsement and backed the president’s budget. Ciattarelli, who once criticized Trump, has declined to identify policy disagreements and told reporters his campaign is working with the White House on potential presidential involvement in New Jersey. “What I really appreciate is, what the team has said there on behalf of the president, is we’ll do anything that you think can help the campaign,” he said.
In Virginia, Republican nominee Winsome Earle-Sears has expressed explicit support for Trump’s agenda on public safety, saying she supports the president “when it comes to crime every single day.” Her campaign later said she would welcome Trump on the campaign trail in Virginia. Earle-Sears has pushed back against portrayals that she is excessively aligned with the national GOP or too far right for the state.
Democratic nominees are keeping social issues off the forefront and emphasizing economic messages. Former Rep. Abigail Spanberger, the Democratic candidate in Virginia, has highlighted the economy and public services while carefully answering questions about transgender youth and other culturally charged topics. “Protecting all people is a priority for me,” Spanberger said. “As governor, I will protect all children.” In New Jersey, Rep. Mikie Sherrill has unveiled proposals aimed at easing household costs, including a plan to freeze utility rates, and has tried to rebuff efforts to tie her to progressive figures in New York City politics.
The strategic choices reflect lessons Democrats drew from last year’s national results, when segments of the electorate reacted against perceived emphasis on so-called “woke” policies. Some progressive activists nevertheless are backing the nominees. Ezra Levin, co-founder of the group Indivisible, said his organization will support the Democratic candidates while reserving the right to hold them accountable after elections.
Polling suggests mixed terrain for the parties. An AP-NORC poll in August found 45% of U.S. adults approved of Trump’s presidential performance. A Fairleigh Dickinson University poll in late July found just 37% of likely New Jersey voters approved of Trump, underscoring skepticism in that state even as Republican campaigns seek to capitalize on his working-class appeal.
Republicans are also trying to make cultural issues central to the campaign, linking Democratic nominees to progressive causes and candidates. Earle-Sears’s campaign released an ad accusing Spanberger of prioritizing “they/them” pronouns over constituents, language that echoes messaging used by Trump and other GOP figures. Spanberger has countered by stressing her record as a mother and former law enforcement officer and by inviting Trump to Virginia to answer for federal policy decisions that have affected the state, including workforce reductions.
The contests are attracting attention for what they might signal about party strategies heading into the 2026 midterms, when control of Congress will be at stake. Democratic National Committee Chair Ken Martin framed the forthcoming elections as a referendum on the party in power, saying voters’ views of Trump and Republicans will be decisive in 2026.
Local political shifts have underscored competitive pressures. In New Jersey, the Democratic mayor of Garfield, Everett Garnto, announced he was switching parties and endorsing Ciattarelli, an event that mirrored Trump’s outreach to working-class and moderate voters in recent cycles.
Campaign calculus in both states remains fluid. Republican nominees hope their proximity to Trump will consolidate the GOP base while allowing them to attract independents and moderate Democrats in closely balanced states. Democratic nominees are wagering that a focus on economic pocketbook issues and distancing from polarizing national debates will preserve their coalition. How voters respond to those competing strategies over the coming months will be closely watched as a bellwether for national tactics ahead of midterm contests next year.