Trump Store launched at least 622 products so far in Trump’s second term
In the first fourteen months of President Donald Trump’s second term, the Trump Store launched at least 622 products, costing nearly $43,000 all together, to profit off the presidency. This is an unprecedented level of monetization of the presidency, even by the standards of Trump’s own first term.
The Trump Store’s launch during his first year in office in 2017 immediately attracted ethics scrutiny as the Trump Organization—the for-profit Trump empire that directly benefits Trump and his family—found another avenue to profit off the presidency. And if sales are any indication, it’s now a well-oiled grifting machine, with Trump’s last released financial records showing that in 2024, the store brought in approximately $8.8 million, more than double the amount the store made in 2023—and more than 17 times the amount it made in its first full year of operation.
While the red “Make America Great Again” hats may now seem like the store’s obvious cash cow, during the first Trump term, these hats and others that referenced the presidency were only sold through the campaign store–a largely symbolic separation between Trump the president and Trump the businessman. But after Trump lost the 2020 election, any appearance of separation, slight as it may have been, was shattered as the store began to stock MAGA hats and never stopped.
A supporter now could buy one of each currently in-stock product and spend $91,145.12 on 1,492 items. They would receive at least 99 items that include reference to the presidency costing $7,511.28, with additional items commemorating actions that Trump took as president like a $55 “Space Force” hat or a $50 “Gulf of America – Yet Another Trump Development” ballcap.
More concerningly, they would also receive a number of items that sell the idea of an unconstitutional third presidential Trump term, including a “Four More Years!” hat, “Trump 2028” hats and can coolers, and “Trump 2028 (Rewrite The Rules)” shirts. The body of a Trump Store marketing email with the subject line “Four More Years | Trump 2028” reads: “Manifesting the future…Four More Years…A Hat for the Next Term.” There’s really only one way to take the explicit calls for a “next term” and “four more years” one year into a second presidential term: as a call for an unconstitutional third term.
Those famous or close enough to the president might even receive Trump merch at no cost, since Trump is known to pass out Trump Store hats at Cabinet meetings and Oval Office visits. The organic promotional value of these photo ops of the rich and powerful wearing the president’s apparel is not something that might show up on a financial disclosure, but point to the president’s priorities–hawking his goods at any opportunity, appearance be damned. Trump recently faced public blowback for failing to remove his Trump Store “USA” hat at a military service.
The push to normalize Trump Store merch atop the heads of the rich and powerful appears to be working. While then-Representative Marjorie Taylor Greene received headline after headline after wearing a red MAGA hat to President Joe Biden’s State of the Union in 2024, breaking ethics rules, Representative Jimmy Patronis received minimal press attention for his part in attempting to curry favor with the president by wearing Trump merch to his 2026 address to Congress.
The Trump Store is among the longest standing Trump-affiliated entities that allow fans to buy Trump merch online, but between the separately listed Trump Sneakers & Fragrances and “45” Guitar websites, Trump Media and Technology Group stocks and World Liberty Financial tokens, it’s far from the only online platform that sells all things Trump. With thousands of choices of how to benefit Trump literally at any supporter’s fingertips, the message is clear: the American presidency is once again for sale, and this time, without any pretenses. While Trump profits from merchandising the presidency, our democracy pays the price.