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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 preferred by the segments of U.S. adults who are favorable (who say they ‘like’ the candidate) to Kamala Harris or Donald Trump:
Bloomingdale’s and American Apparel stand out among the brands with strong support from Kamala Harris fans.
Looking first among 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 enjoy stronger support, certain shoe brands appear on the lower end of the scale. Under Armour shoes receive favorable ratings from less than 1-in-5 of those who view Vice President Harris positively – this represents the lowest favorability among brands for either candidate. New Balance ranks lower among the Harris-favorable demographic as well, while ranking higher among Trump favorables.
Restaurants also make for a common theme among the 10 brands with the lowest favorability among Harris supporters, highlighted by Steak ‘n Shake and IHOP.
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Trump favorables lean heavily toward Guess clothing and Noodles & Company.
Honing in on those favorable to former President Donald Trump reveals a noteworthy standout: Guess clothing, for which nearly 7-in-10 of those who are favorable of Trump hold positive feelings. The clothing brand also outpaces most other brands in the top 10 by at least seven percentage points. Trucks are popular among Trump fans as well, with Dodge’s RAM trucks equaling the percentage of GMC’s truck fans.
When it comes to food, Trump favorables are far less likely to enjoy Uno Pizzeria & Grill, Panera, or Haagen-Dazs ice cream compared to their top restaurant of Noodles and Company. Similarly, they are much less receptive to Calvin Klein clothing and Converse shoes than they are to 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.
