With less than 10 weeks until the presidential election, Donald Trump delivered a message to voters in late August: he would be releasing more digital trading cards for $99 each.
Fifty all-new, stunning digital trading cards — it’s really something,” Trump says in the ad. “These cards feature me dancing and even holding some bitcoins.
Trump announced that anyone who purchased 15 or more digital trading cards would receive a physical card in the mail. These came with a unique bonus: “An authentic piece of my suit that I wore during the presidential debate.” He also promised that five of the suit pieces would be autographed. For those willing to buy 75 cards—totaling $7,425—he extended an invitation to a gala dinner at his Florida country club. “Let’s have fun together,” he added.
On Tuesday, Trump took to Truth Social again to promote a book of his pictures: $99 without an autograph, $499 with one. He described it as “A MUST HAVE on U.S. History.”
In both cases, the proceeds were directed not to his campaign but to for-profit ventures from which Trump earns millions. No other presidential candidate has so closely tied their election efforts to personal for-profit enterprises, selling a wide variety of merchandise—from autographed Bibles (for which he receives royalties) to high-end sneakers, gold necklaces, cryptocurrency cards, pens, books, licensing fees on overseas properties, and more.
His company’s website offers a range of political merchandise at higher prices than his campaign. A “Make America Great Again” hat, priced at $55 on the company site, sells for $40 through the campaign. Similarly, a 3×5 flag costs $43 from the campaign, while the same flag is listed for $86 on the company’s site.
“There’s no precedent in history, certainly not in modern times, for anyone who has monetized the office or candidacy for president like Trump,” said Don Fox, former general counsel for the U.S. Office of Government Ethics.
However, Trump’s various moneymaking tactics have also bolstered a narrative that Democrats say resonates with voters: that the former president is primarily self-serving.
“One of our key arguments against Trump is that he cares more about himself and his bottom line than anything else, including the American people,” said Ammar Moussa, director of rapid response for the Harris campaign. “This is evident in numerous ways, from hawking Bibles and ugly sneakers to using donor money to cover his personal legal fees.”
A spokeswoman for Trump declined to answer questions about the number of deals he had made, how much he had earned, or whether he would continue such ventures if he returned to the White House.
“President Trump left his multibillion-dollar real estate empire to run for office, donated his presidential salary, and was the first president to lose net worth while in the White House,” said spokeswoman Karoline Leavitt. “Unlike most politicians, Trump didn’t enter politics for profit; he ran because he genuinely loves this country and wants to make America great again.”
Despite this defense, some campaign advisers and lawyers express discomfort with Trump’s business deals, calling them “a little slimy.” However, as one campaign adviser noted anonymously, “Trump relishes marketing his name. His belief is, ‘If I’m going to get attacked and pay all these lawyers, I need to make some money off it.’”
Trump has privately complained that being president cost him money at some of his hotels, golf courses, and luxury properties—a fact supported by federal financial disclosures. Yet in other areas, he’s profited significantly, such as raising the membership fee at Mar-a-Lago to $700,000, giving people access to him.
“There’s nothing surprising given who Trump is,” Fox added. “How does any of this commercialization of his former office, and the one he seeks again, benefit ordinary Americans? It doesn’t. It just lines his pockets.”
Presidential historian Douglas Brinkley noted that former presidents have often earned money from book sales, speeches, or serving on boards. “They raise funds for their libraries and get big checks for memoirs,” he said.
But no president or major-party candidate has ever marketed themselves the way Trump has, combining extensive licensing deals for merchandise with a presidential campaign. “Trump’s approach—selling bobbleheads and MAGA gear—marks a new leap into campaign capitalism, profiting off the presidency,” Brinkley explained. “It blurs the line between private business and campaign politics, which can easily confuse voters.”
Leavitt dismissed Brinkley’s criticism as “an absurd allegation from someone who has no idea what he’s talking about.”
“President Trump had multiple No. 1 best-selling books long before he ever stepped foot in the White House,” she added.
According to those familiar with his business dealings, Trump is primarily interested in licensing and one-off deals that don’t require significant time commitments. He has a particular fondness for book deals where he earns millions by writing, approving captions for photos, or signing copies—receiving both an upfront payment and a portion of the sales. Additionally, he has expressed a preference for deals that pay him for appearances, especially at his own properties.
A source with knowledge of the negotiations said that these deals typically come directly to Trump or his family members, and are later reviewed by lawyers, often after Trump has already agreed. Most of these deals, according to the source, fall in the range of a few million dollars.
“What he was willing to do depended on how much money was involved, who was making the request, and what kind of mood he was in,” the source added.
Trump frequently posed challenges for his legal team and aides. For instance, he insisted that the pro shop at one of his golf courses sell MAGA hats—campaign merchandise that private clubs aren’t allowed to sell. Lawyers eventually suggested setting up an iPad in the clubhouse, allowing patrons to donate to his campaign in exchange for a hat.
Trump also licensed his name to a company that markets a wide variety of branded products, including golf shoes, perfume, coolers, and sandals. As part of this arrangement, he promoted athletic shoes during a stop at a Pennsylvania sneaker event earlier this year.
In a separate deal, Trump reportedly made $300,000 last year by endorsing a Bible alongside musician Lee Greenwood, a frequent performer at his rallies. Although Trump is not known for his religious devotion, he urged his supporters to purchase the Bible, which was priced around $60. According to sources, Greenwood personally approached Trump with the idea.
“Every American needs a Bible in their home, and I have many. It’s my favorite book,” Trump said in a video posted on Truth Social. “I’m proud to endorse and encourage you to get this Bible. We must make America pray again.”
Some of Trump’s former advisers and associates have considered launching a Trump-branded vodka line, according to individuals familiar with the discussions. However, it has yet to materialize, and a source close to Trump confirmed that he has no plans to endorse or start a vodka brand.
One of Trump’s more notable deals involves promoting shoes featuring his name and autograph. These include the “Never Surrender Gold Low Tops,” priced at $499, as well as the “Crypto President” bitcoin-orange sneakers, also priced at $499. Another pair, called “Fight Fight Fight” shoes, costs $299 and features an image of Trump with a bloodied face and his arm raised in the air, referencing the attempted assassination in Butler, Pennsylvania, in July.
The website for the shoes, GetTrumpSneakers.com, states: “This is not political and has no connection to any political campaign. 45Footwear is not owned, managed, or controlled by Donald J. Trump, The Trump Organization, CIC Ventures LLC, or any of their respective principals or affiliates. 45Footwear uses Donald J. Trump’s name, likeness, and image under a paid license from CIC Ventures LLC, which can be terminated or revoked under its terms.”
CIC Ventures, a Trump-affiliated company, is involved in the deal, with Trump receiving profits in exchange for promotion and autographed materials. He also had to approve the shoe designs.
It is unclear who exactly profits from the venture. Trump advisers declined to comment, and 45Footwear is tied to an LLC of the same name based in Sheridan, Wyoming, according to state records. The LLC was registered by Andrew Pierce, a Wyoming lawyer.
Pierce’s bio on his company’s website notes that he was “initially a Caribbean business developer” who “learned the importance of correct business structuring the hard way.” His experiences led him to create WyomingLLCAttorney.com to offer accessible legal guidance.
On several occasions, Trump has benefited from political organizations he controls. For instance, at various political events, donors, supporters, and allies were given copies of his picture book, including at the Republican National Convention in July, where the books were purchased by the party.
One adviser mentioned that Trump spent hours signing the books but saw the effort as worth the financial gain.
