President Trump has done something no President has ever done before: hawk political merch to put money in his pocket.
He has raked in millions through a sprawling merchandise empire that includes everything from $60 gold “God Bless the USA” Bibles to Trump-branded sneakers, cologne, trading cards, and even NFT art. But as Trump continues to blend campaign stops with product promotions, ethics experts and political critics are raising red flags about conflicts of interest and the blurring of business and politics.
According to financial disclosures and insider estimates, Trump’s merchandise and licensing deals have netted him more than $15 million in the past 12 months alone. The most lucrative items include limited-edition sneakers sold for as much as $399 a pair, a $99 subscription-based “Trump Army” membership that offers discounts and exclusive content, and his digital trading card collection, which continues to generate revenue through resale commissions.
And after saying the crypto industry ‘seems like a scam,’ the President now reaps huge profits from the sector.
Critics argue that Trump is effectively monetizing his campaign and political influence for personal gain — a practice that, while not illegal, is seen by many as deeply unethical.
“He’s treating the campaign trail like a QVC infomercial,” said Robert Weissman, president of the watchdog group Public Citizen. “He’s not just running for office. He’s running a business from the podium.”
Adding to concerns, some of the merchandise is advertised directly during political rallies and on Trump’s official social media channels, including Truth Social, where campaign updates are often sandwiched between product promotions.
Even some of Trump’s supporters have begun to question the constant upselling.
“I donated because I believed in the movement, not to get five texts a day hawking cologne and sneakers,” said Marsha Doyle, a self-described lifelong conservative from Ohio. “It’s starting to feel like a cash grab.”
Legal experts note that there’s a fine line between personal profit and campaign finance violations, but so far, Trump has managed to keep the two spheres technically separate. Merchandise revenue reportedly flows through private companies controlled by Trump or his family, not directly into his campaign coffers.
Still, with Trump now the presumptive Republican nominee for 2024, the optics are troubling.
“Imagine if Biden or Obama had tried to sell action figures or a Bible for campaign cash,” said Norm Eisen, former ethics czar under President Obama. “There would be bipartisan outrage. The normalization of this behavior is dangerous for democracy.”
Despite the criticism, Trump’s merch machine shows no signs of slowing. Just last week, he teased a new product: Trump-themed Fourth of July barbecue kits, complete with hot sauce and grilling aprons emblazoned with “Make America Grill Again.”
As Trump continues to capitalize on his political persona, the question remains: where is the line between politics and profiteering, and has Trump already crossed it?