One of the defining characteristics of Donald Trump’s rallies is the emergence of an ad hoc marketplace of Trump-related merchandise. If it is made of cloth, is red and carries the name “Trump,” it’s there and it’s for sale.
A businessman like Trump might be expected to have mixed feelings about such a display. On the one hand, it’s a demonstration of the extent of enthusiasm of his supporters. On the other, it’s a lot of money being made from his name going into other peoples’ pockets.
But then, he’s still making a lot of money off his own name, too. In fact, he seems to be making an increasing amount of money selling the Trump brand — at the potential expense of the Trump candidacy.
On Tuesday, for example, Trump announced the fourth collection of his non-fungible token (NFT) trading cards — digital images that are theoretically constrained to increase their value. You may recall the flurry of excitement around NFTs a few years ago, with similar images inexplicably selling for thousands of dollars before plunging in value. Trump was late to this game, but he’s stuck with it, probably because Trump’s NFTs offer something more than a poorly photoshopped image of Trump dressed up as a cowboy: They offer access to Trump.
If you are one of the first 25 people to buy 250 of these new NFTs, the website proclaims, you get a staggering package of goodies: two VIP dinners with Trump and two cocktail receptions, as well as three pairs of signed sneakers (more on those in a second) and some actual physical trading cards, among other things. All for the low price of … let’s see, each card retails for $99, so: $24,750.
This package, mind you, does not include the commemorative card that is adorned with a piece of the suit Trump wore during his debate with President Joe Biden earlier this year. For that particular relic, you need to spend about $1,500 on 15 trading cards.
The money Trump is encouraging his supporters to spend doesn’t go toward getting him elected. The website insists that “these Digital Trading Cards are not political” — sure — “and have nothing to do with any political campaign.” The company simply “uses Donald J. Trump’s name, likeness and image under paid license from CIC Digital LLC, which license may be terminated or revoked according to its terms.”
CIC Digital LLC is a wholly owned subsidiary of the Donald J. Trump Revocable Trust, the entity established when Trump won the presidency to theoretically separate himself from his business interests.
CIC Digital LLC is different from CIC Ventures LLC, also a subsidiary of the Trump Trust. (The “CIC” here is presumably short for “commander in chief,” which would perhaps not be how the Founding Fathers expected that title to be used.) CIC Ventures is the partner of the aforementioned sneaker salespeople.
Want shoes showing a stylized image of Trump immediately after he was shot last month? $299. Want the gold ones, titled “Never Surrender” after Trump’s response to having been arrested in Georgia? $499. The Timberland-style boots are $199. The orange bitcoin/Trump shoes are apparently sold out; they went for $299 as well. (You will notice, as we go through all of this, that cryptocurrency is an undercurrent. That’s not a coincidence.)
Perhaps you’re simply looking to impress the guys at the frat house with your support for Trump. The sneaker people have an array of products designed for you: sandals/slides ($149), a cooler ($299) and Trump-branded cologne, titled “Victory” ($119).
Trump also recently plugged a Telegram channel for something called “World Liberty Financial,” a cryptocurrency-oriented group with an unclear goal. Among the sparse posts at Telegram, though, there was an offered warning: “Please be aware of scams and fake tokens claiming to be associated with ‘Defiant Ones,’ ‘World Liberty,’ or similar names. Do not engage with these tokens!” Scams? In crypto??
There are, of course, plenty of offerings for Trump’s more traditional base of support. There’s the Trump Bible, retailing for about $60. (The website also helpfully explains what to do if your Bible’s pages are sticking together.) And there are the other quasi-religious Trump books any true supporter will have to flesh out his or her library.
The newest is “Save America,” which Trump touted as “a FANTASTIC new Book” for which he “hand-selected every Photo, from my time in the White House, to our current third Campaign for President of the United States.” It’s only $99 — unless you want it signed, which tacks on $400.
For $399, you can get a signed copy of the book “Letters to Trump,” which is what it sounds like. The first book published by the firm responsible for these tomes, called Winning Team Publishing, was “Our Journey Together,” which is now only $74.99. If you want the full “Our Journey Together” bundle — including a special edition of the book, one of Donald Trump Jr.’s books and a “Make America Great Again” hat — you only need to shell out $999. (Donald Trump Jr. is a co-founder of Winning Team Publishing.)
If you only want a MAGA hat, Winning Team has those, too, though it doesn’t appear that sales of these explicitly campaign-oriented hats actually kick anything back to the campaign. They retail for about $30, the same as the Donald Trump-shaped Bluetooth speaker also sold on the website.
Trump’s fancier supporters might be in the market for higher-end products. A standard-sized bottle of Trump wine, from Trump Winery, retails for as much as $94.99 — though the person who benefits would be Trump’s son Eric. For that same price, you can also buy (as of writing) almost five shares of Trump Media & Technology Group stock. Whether that stock or the NFTs are a better investment is a question better answered by economists, but it’s been an unalloyed boon for Trump himself.
Further along the income scale, the Trump Organization still offers memberships at its clubs and golf courses — more expensive than buying 250 NFTs but a better way to ensure face time with Trump on a regular basis. Trump’s Mar-a-Lago Club/home now welcomes new members for only $700,000 a year. But hurry; the price will reportedly jump to $1 million in October. No wonder profits at Mar-a-Lago have quadrupled since Trump left office.
Almost all of this — the NFTs, the sneakers, the memberships, the books — kicks some portion of what customers pay back to Trump in one form or another. (He made $300,000 from the Bibles, for example.) All while his campaign complains in fundraising emails to supporters about being outpaced by Vice President Kamala Harris.
This is the contradiction that’s lingered around Trump since he announced his 2016 candidacy: He wants to be both a businessman and a candidate at the same time. Except Trump, it seems, doesn’t see it as much of a contradiction at all.