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The final countdown to Election Day 2024 is on, with one week until polls close for the final time this cycle on Tuesday, November 5. And although the election process is nearing its end, understanding the consumer preferences among the Harris- and Trump-supporting segments of Americans will continue to be critical for brands, advertisers, and media moving forward. CivicScience data show these segments remain heavily polarized and that the election’s outcome is likely to impact spending behaviors.
When it comes to brand preference, which brands are Americans who are favorable to Vice President Kamala Harris and former President Donald Trump most likely to patronize?
CivicScience’s brand ranker tool captures ongoing polling of consumer favorability toward thousands of brands across a wide range of industries. By analyzing more than 100 brands, here are just a few of the brands whose customer bases are the most or least favorable (who say they ‘like’ the candidate) to Kamala Harris or Donald Trump:
Bloomingdale’s and American Apparel customers stand out as highly favorable to Kamala Harris.
Looking first at those favorable to Kamala Harris, Bloomingdale’s is one of the leaders in the top 10 – potentially offering the retailer another avenue to score this holiday season. Also in the diverse mix of leading brands: American Apparel, Lululemon, Peet’s Coffee & Tea, and MINI.
Conversely, while these clothing and apparel brands have a strong base of Harris fans, certain shoe brands appear on the lower end of the scale. Vice President Harris receives favorable ratings from less than 1-in-5 Under Armour shoe customers – this represents the lowest favorability among brands for either candidate. New Balance ranks lower for Harris favorables as well, while ranking higher for Trump favorables.
Restaurants also make for a common theme among the 10 brands with the smallest customer bases of Harris supporters, highlighted by Steak ‘n Shake and IHOP.
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Guess clothing and Noodles & Company customers lean heavily toward Trump.
Honing in on those favorable to former President Donald Trump reveals a noteworthy standout: Guess clothing customers, among which 7-in-10 hold positive feelings for Trump. The clothing brand also outpaces most other brands in the top 10 by at least seven percentage points. Trump is popular among certain truck brand fans as well, with Trump-favorable Dodge RAM fans equaling the percentage of Trump-favorable GMC fans.
When it comes to food, Uno Pizzeria & Grill, Panera, and Haagen-Dazs ice cream are far less likely to have a large base of Trump fans, compared to the top restaurant of Noodles and Company. Similarly, Trump fans are less likely to be found purchasing Calvin Klein clothing and Converse shoes than Guess.
Cast Your Vote: If the general election were held today, would you vote for former President Trump or Vice President Harris?
The highly polarized political environment undoubtedly puts brands in a tough spot with advertising, and they face the dilemma of whether it’s a good idea to make a play or stay on the sidelines. CivicScience helps brands navigate this by tracking consumer sentiments on this topic across its consumer base and brand-by-brand.
