The merchandise empire of former President Donald Trump is reportedly experiencing the effects of inflation, a problem he once vowed to eradicate. Prices for popular items like "Make America Great Again" hats have seen a substantial increase, a trend that runs counter to his administration's stated economic goals and is affecting his supporters.
On the Trump Organization's website, the iconic red MAGA hats are listed at $55, while the official online store for Trump's political action committee sells them for $40. This marks a significant jump from 2015, when similar hats were priced at $25, according to an analysis of archived pricing. By January 6, 2021, the price had risen to $30.
This price hike for Trump-themed goods, which also include items like fragrances and medallions, comes as merchandise sellers report a decline in sales. One vendor told Fortune that stores nationwide are closing, with demand having "absolutely gone down" since 2024. This sentiment is echoed by a recent Fox News poll, which found that 77% of registered voters disapprove of Trump's handling of inflation.
Todd Belt, a professor of political management at George Washington University, described the increased prices as "tone-deaf," given that affordability has been a major concern for voters. He suggested that the higher pricing reflects an effort to maximize financial gain before Trump leaves office, stating, "Donald Trump knows that his political career is on the clock, and he’s going to try to get as much out of it financially as he possibly can."