Want to get a look into the American sensibility? Look no further than Amazon.
In 2016, Hillary Clinton’s campaign recruited an all-star team of designers to create cool, grass roots branding. In 2020, the Biden team has taken a similar approach, landing hip fashion designers and illustrators to produce merchandise and campaign materials.
But there can be a disconnect between the youthful, coastal liberal aesthetic, and the unapologetically unpolished slogans of Trump’s middle-America base. Nowhere was this more clear than in 2016, when the perfectly coiffed Clinton campaign was undone by a red hat with an odd-sounding slogan from the Reagan era: Make America Great Again.
So to survey the field of design leading up to the November election, I opted not to dig through the campaign sites themselves, but to take a look at where most of us actually shop: Amazon.
All of us already know what Trump and Biden are selling. Here’s a look at what America is buying—at least as of the last week of September.
The best-selling yard signs are politics as usual
When I took a first look at the best-selling yard signs on Amazon, my initial surprise was that I couldn’t tell much of a difference between Trump and Biden. The number one selling item is a very traditional, blue, white, and red sign for Trump/Pence. The number three selling item is pretty much the same thing for Biden/Harris.
To add to the strangeness of it all, these top selling signs are interspersed with bloody Halloween decorations reading “Beware!” and “Go Back!” Indeed, 2015 sounds like a little slice of heaven right now.
Flags are dominated by conservatives
While we have no idea how many of each sign is actually selling, the results seem pretty evenly split between Trump and Biden. Where there’s a far more marked difference is the category of flags and banners, which is dominated by Trumpers.
Trump dominates men’s baseball caps
I was both equal parts disappointed and relieved to find that Trump and Biden had no presence in the top lists for Pet Supplies, Collectible Currencies, or the singularly named Baby. But of course, in 2020, Trump still dominates the political baseball cap. In fact, Trump has six hat listings in the top 50 to Biden’s zero.
It’s not until #6 that we see a traditional MAGA hat. Then we get a couple more camo hats down the line, and then still more MAGA.
One surprise is that Amazon goes so far as to suggest its best-selling Trump hat under the “Gift Ideas” section of the baseball hat page.
In any case, we do see some differences between Biden and Trump on Amazon. Namely, conservatives like to buy flags and hats more than liberals. Meanwhile, both liberals and conservatives are taking their share of superficial, crude, and sometimes outright strange shots at one another—while the most cutting statements are actually tacit symbols that are officially unaffiliated with any campaign, like the single blue line on a black and white American flag.
Yet, the most popular political designs we see on Amazon are remarkably safe (even dated), and frankly, Trump and Biden are nearly indistinguishable from one another when packaged in these red, white, and blue designs. During the most heated election year of our lifetimes, it’s an approach to political discourse as generally as bland and averaged as Amazon itself.
"selling" - Google News
September 24, 2020 at 07:00PM
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Take a look at the best-selling Trump and Biden merch on Amazon - Fast Company
"selling" - Google News
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