In the campaign strategies of both the Democratic and Republican presidential tickets, promotional campaign headwear proved to be an effective and influential tool in the 2024 election cycle. A survey conducted by PPAI Research in October 2024, which included responses from about 250 political campaign participants, revealed the pivotal role of promotional products in shaping voter perceptions, rallying support, and influencing merchandise trends. Promotional hats—now a staple in campaign marketing—lead the way, creating a unique intersection of political engagement and style. Now that the election cycle has ended, let’s look back on how promotional headwear ran the political merchandise show of 2024.
Traditional Campaign Headwear Still Matters in a Digital World
While digital advertising strategies continue to grow in importance for presidential nominees, tangible campaign merchandise like hats remains essential. Despite predictions that digital advertising might take over in campaigns, the enduring popularity of hats highlights a trend where traditional items are enhanced by social media amplification. Mitch Cahn, President of Unionwear, a leading supplier of campaign merchandise, told PPAI, “Nowhere are hats more important than in presidential campaigns,” pointing to examples like Trump’s MAGA hat and Kamala Harris’s widely popular camo hats, which Vogue called last season’s hottest campaign item. Cahn’s observation underscores the appeal of hats as a modern, gender-neutral item that resonates across all age groups and demographics.
The simplicity and versatility of the baseball cap make it an ideal canvas for political messages. As Cahn observed, “Whether it’s the result of presidential merch or part of a larger style trend, baseball caps specifically have now become an example of gender-neutral apparel that has appeal across essentially all demographics.” Caps have shifted beyond casual outdoor wear to be styled indoors, outdoors, and even with formal attire, transforming them into fashionable political billboards worn by everyone from social media influencers to everyday supporters. Today, a political hat isn’t just a piece of merch; it’s a statement accessory that can be worn casually or prominently and highlighted on social media.
PPAI’s findings show that political campaigns significantly influence the trends and buying behavior within the promotional products industry, especially among hats and caps. Data from PPAI reveals that 42.21% of respondents prefer hats as campaign merch, while 69%of campaign representatives view them as highly effective for brand visibility. The survey also found that 53.3%of voters view promotional items, such as hats, positively, associating them with a favorable opinion of a candidate. With a large percentage of campaign budgets (40.9%) dedicated to promotional products, hats are both a smart investment and a vital tool in building candidate recognition.
The demand for promotional hats surged significantly when Kamala Harris launched her campaign in late July. Vogue deemed her campaign’s social-media-trending hat as the “Camo-la.” Unionwear reported that by mid-August, nearly 100,000 Harris hats had been sold, a number that illustrates the powerful connection between popular campaign merch and public sentiment. Much like how the MAGA hat became synonymous with Trump’s brand, the Harris/Walz hats have become iconic, showing that campaign hats have the potential to outlast the election cycle and remain in wardrobes long after.
The cultural relevance of hats in political campaigns also extends to online movements. A decade ago, merchandise was largely worn to rallies and local events; today, supporters share selfies and photos featuring their campaign hats across social media platforms, amplifying their promotional reach. Cahn remarked on the phenomenon, “Now that hats are worn indoors, outdoors and even with formal attire, online influencers can continue to promote lifestyle while wearing political billboards on their foreheads.” This dual appeal—both in physical settings and online—gives hats a unique position in campaign marketing, creating a simple yet powerful way to support and spread the candidate’s message.
Hats are now an integral part of any serious political campaign’s promotional strategy. Their popularity with both campaigns and voters underscores the need for relatable, wearable items that effectively communicate messages and support voter engagement. With more than 53% of voters indicating that promotional products positively influence their view of candidates, hats are not only a cost-effective investment but also a defining tool in modern political campaigning.
In an era when digital and physical worlds are more interconnected than ever, promotional headwear serves as a unifying piece of campaign merch—one that transcends demographics, trends, and even campaign seasons.