REPORTAGE. T-shirts, caps, pins… In the United States, the craze for political goodies in the middle of the presidential campaign

In the midst of the presidential campaign, Americans are crazy about products bearing the image of their candidates. A third of them say they want to buy one of these souvenirs.

A simple souvenir for some, a propaganda tool for others and a financial windfall for the candidates, goodies are flying high in the United States during the presidential campaign. Elections are indeed lucrative times when caps, t-shirts and pins bearing the candidates’ images sell like hotcakes.

In Washington, a few hundred meters from the White House, the souvenir shop has not yet had time to update all its products. In front of the cash register, a shelf of T-shirts dedicated to Donald Trump, and another to the outgoing president.

“Right now we’re selling both. Biden’s copy is still on the shelf, but we’re trying to get Kamala in there too.”explains Mario, the boss. Kamala Harris’ campaign team is already selling 2024 presidential copies, but elsewhere, it’s hard to find them. Not even at Wang, a wholesaler north of the city, overwhelmed by boxes full of pins, magnets and caps. “Customers want to buy the merchandise of the candidate they are going to vote for. We are definitely busier during elections.”he notes.

Orders evolve as the campaign progresses. Léandre is a salesman and comes to restock before a pro-Trump event. “The new T-shirt, the one after the assassination attempt, is the most fashionable at the moment,” he explains. A T-shirt on which we see the former presidential candidate with a bloody ear and a raised fist, sold for 10 euros each. “This is the only t-shirt I’m selling right now.”he said.“Trump is the best salesman, Kamala, I don’t know yet.”

These goodies represent a colossal business: a third of Americans plan to buy a product linked to the elections.