Sections

Despite MAGA Merch Frenzy at Trump Inauguration, Vendors Report Low Sales

Chloe Wiley, one of the many street vendors in Washington, D.C. for the inauguration weekend, sells merchandise to people in line for Donald Trump’s victory rally. Jan. 19, 2025. (Credit: Alice Finno)

Chloe Wiley, one of the many street vendors in Washington, D.C. for the inauguration weekend, sells merchandise to people in line for Donald Trump’s victory rally. Jan. 19, 2025. (Credit: Alice Finno)

 

WASHINGTON D.C. – A tide of red hats washed over the streets of the nation’s capital as thousands gathered for Donald Trump’s second presidential inauguration. 

On Jan. 20, they draped themselves in branded merchandise — hats, t-shirts, pins, scarves — braving the extreme cold to secure a spot outside Capital One Arena to watch Trump’s swearing in ceremony. The atmosphere was celebratory, punctuated by police sirens and the amplified voices of Christian preachers.

 

"I'll sell anything if it sells,” said a street vendor who sold merchandise on Donald Trump's Inauguration Day in Washington. Jan. 20, 2025. (Credit: Alice Finno)

“I’ll sell anything if it sells,” said a street vendor who sold merchandise on Donald Trump’s Inauguration Day in Washington. Jan. 20, 2025. (Credit: Alice Finno)

 

Along the line, street vendors sold raincoats, gloves, hand warmers, and hats to attendees looking for warmth. Their presence was noticeable throughout the weekend, second in number only to security officers. The carts showcased an array of items emblazoned with Trump’s likeness and slogans, from the classic MAGA hats to fake VIP passes.

Merchandise has become a staple of Trump’s campaigns, especially at rallies, where the MAGA frenzy is high. The president’s official merchandise enterprise has itself become a business empire and recently raised concerns about a potential conflict of interest. Even for unofficial merch sellers, offering Trump products can be a lucrative opportunity.

But over inauguration weekend, the frigid temperatures, the change of venue for the inauguration, and the oversaturation of the market led to disappointing sales for vendors, they said, many of whom relied on commission.

To boost sales, some vendors also sold merchandise at the People’s March, which drew a few thousand people to D.C. to protest against Trump’s inauguration. The inventory from the two days was quite different: on the day of the People’s March, vendors sold “pussyhats” a pink knit hat with cat-like ears, designed in 2017 for the Women’s March. One vendor said that while sales were decent, they weren’t as strong as the sales of his pro-Trump merch.

Stephanie Tavares, a vendor who traveled from Rhode Island for the weekend, explained that sellers usually take home a 30% commission on sales, but for Trump branded items, it is slightly lower at 20%. For the whole weekend, she expected to take home about $1,000. 

 

Teddy bears with Trump t-shirts on a stand in Washington. Jan. 20, 2025. (Credit: Alice Finno)

Teddy bears with Trump t-shirts were sold at a stand in Washington. Jan. 20, 2025. (Credit: Alice Finno)

 

Among all the vendors competing for sales outside the Capitol One Arena on inauguration day, Dawn Vititoe’s table stood out with her display of “Charley Trump,” an animated talking puppet in the likeness of the president. Behind her, a group of supporters held a gigantic picture of Donald Trump shaking hands with North Korean leader Kim Jong Un bearing the slogan: “Only Peace Can Make America Great Again.”

Vititoe owns a Boost Mobile store, her primary occupation, but she runs her Trump merchandise business on the side, she said. In 2020, she designed and sold Trump memorabilia pens for the inauguration. And this year, since the race was predicted to be tight, she designed a pen for both candidates. 

 

Dawn Vititoe holds the pen she designed for Trump's inauguration as 47th president of the United States. Washington, D.C. Jan. 20, 2025. (Credit: Alice Finno)

Dawn Vititoe holds the pen she designed for Trump’s inauguration as 47th president of the United States. Washington, D.C. Jan. 20, 2025. (Credit: Alice Finno)

 

“I had a pen for Kamala and a pen for Trump. So whoever wins, I come out here and I do the pen,” Vititoe said. “I wanted Trump to win, so I’m glad, right? But I was going to come either way.” 

But Vititoe’s rejoicing at Trump’s victory also came from the fact that it would bring a significant bump in business.

“I was glad that Trump won, because I ordered a lot more pens. I was gonna order half the amount for Kamala because she doesn’t do rallies or other stuff like that,” Vititoe added. 

As the clock struck noon, Vititoe looked down at her phone. “I think he’s president now,” she said.

In the early hours of the afternoon, the crowds began to dissipate. As the disappointed supporters who could not get into the arena sought refuge from the cold in nearby coffee shops to watch the event on their phones, they left behind a trail of abandoned buttons, pens, and other memorabilia scattered across the city center’s empty streets. 

David Cast, from Brooklyn, New York, kept showing off his products to the last attendees. Cast found his niche in Trump merchandise in 2016. The company he works for, One Flag, One Nation, exclusively specializes in MAGA items. “I never had the desire to go with any other candidate,” Cast said. “I had to support someone from New York, you know, the city where I was from.”

 

David Cast shows the merch to clients in Washington D.C. on Trump’s Inauguration Day. Jan. 20, 2025. (Credit: Alice Finno)

David Cast shows the merch to clients in Washington D.C. on Trump’s Inauguration Day. Jan. 20, 2025. (Credit: Alice Finno)

 

Cast traveled with the Trump campaign all of last year, and he even met the president a few times, he said. Along with some other vendors, he was invited to come to the inauguration by the campaign staff to “support Trump” and “make sure everybody is covered with MAGA gear,” he said.

He admitted the sales “could have been a lot better,” blaming the cold. “But hey, a lot of great people came out to really support Donald Trump,” he said. “It’s amazing.”

About the author(s)

Beatrice Vallieres

Béatrice Vallières is an M.S. student at Columbia Journalism School focused on covering politics and the environment.

Alice Finno is an Italian reporter based in New York City, covering climate and social justice issues. She is an M.S. candidate at Columbia Journalism School.