Shoppers in Pro-Trump States Are Buying More Apparel
So, we already knew how much each presidential candidate spent on merchandise during the actual race. But, thanks to data from Slice Intelligence, we can see that states in which the majority of the populations voted for Donald Trump saw the highest year-over-year gains in online apparel revenue in November.
Business of Fashion reported that 26 states saw more than 10 percent growth during November compared to the same period last year. Twenty of those states were red on election night.
What's interesting here is that states in which the population voted for Hillary Clinton there was the opposite effect. Of the 25 states that saw 10 percent or less growth, 15 were blue.
"It's fairly unusual to see something this sharp," Neil Saunders, managing director at Conlumino, told Business of Fashion. "If you're in the Clinton camp, your reaction probably is, 'I don't really know where we're going, but I know I'm not going to like it very much.' And that makes you feel quite gloomy about the future and even about your own prospects, to an extent. That's why I think there's been that sharp reaction in terms of then negativity and the spending decisions that people are making."
Most of the apparel spending took place in the Southern U.S.