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Inflation is hitting an unexpected corner, an unexpected corner of the American economy. Donald Trump's own merchandise. The iconic red mara cap now costing $55, more than double its price a decade ago. And as Americans grapple with rising living costs, some Trump merchandise stores are shutting down. Let's just start off with the numbers first. According to an analysis by the Washington Sun, Trump's signature red marker cap has gone from $25 in 2016 to $55 today, a 120% increase. During the 2024 election campaign, it was priced at $40. That means a buyer now pays $30
more than a decade ago for the same iconic political accessory. In fact, the price hikes extend beyond caps. Trump's Victory 47 perfume and cologne launched at $99 in February 2024, later rose to $199 after a packaging redesign. The products are now listed at $249 a bottle. That is two half times the original launch price. The increases come as American households face a wider affordability squeeze. US inflation stood at 3.7% according to the figure cited by the Independent. While the Iran conflict has pushed up petrol prices for consumers, this means household budgets are under pressure from everyday essentials to discretionary purchases such as political merchandise. In fact, uh sellers are feeling the
strain as well. A large Trump Supertore in Knoxville, Tennessee, closed in August despite offering discounts of up to 50%. Another retailer in Virginia, for example, has reported difficult trading conditions. Political merchandise has traditionally been a way for supporters to display their allegiance. But when prices rise and shoppers become more cautious, even loyaltydriven purchases can take a hit. And there is a political dimension as well. A Washington Post ABC News Ipsos poll cited by the Independent put Trump's approval rating at 33% with 37% of the respondents preferring a
Democrat to handle the economy. Higher merchandise prices do not by themselves prove that support for Trump is fading. But the combination of rising costs, store closures, affordability concerns presenting a challenge for a brand built around his political identity.
