Politics in the Granite State is never boring. Honestly, if you were watching the New Hampshire governor race 2024, you saw a masterclass in how a purple state handles a power vacuum. Chris Sununu, the guy who basically owned the corner office for four terms, decided to step away. That left a massive hole. Everyone knew it would be a dogfight, and boy, it didn't disappoint.
Kelly Ayotte won. It wasn't exactly a shocker by the time the dust settled, but the journey there was wild. She pulled in 53.6% of the vote, while Joyce Craig, the former mayor of Manchester, grabbed 44.3%. That’s a gap of about 76,000 votes. For a state that went for Kamala Harris at the top of the ticket, seeing a Republican win the governorship by nearly 10 points tells you everything you need to know about how New Hampshire voters think. They love to split their tickets.
Why the New Hampshire Governor Race 2024 Felt Different
Usually, when a popular incumbent leaves, the "out" party has a huge advantage. But Ayotte isn't exactly a political newcomer. You've got to remember she was the state's Attorney General and a U.S. Senator. She had the name recognition and, frankly, the bank account to drown out a lot of the noise.
The campaign was brutal. You couldn't turn on a TV without seeing an ad about "Mass-ing it up." That was Ayotte’s big slogan. It’s kinda funny but also very effective. She basically told voters that if they elected Joyce Craig, New Hampshire would turn into Massachusetts—meaning higher taxes and more "big government" vibes. In a state where "Live Free or Die" is literally on the license plates, that’s a powerful threat.
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The Craig Campaign Strategy
Joyce Craig didn't just sit there, obviously. She focused heavily on reproductive rights. She called Ayotte "the most extreme threat to reproductive freedoms" the state had ever seen. Craig was betting that the same energy that helped Democrats nationally after the overturning of Roe v. Wade would carry her to Concord.
She also leaned hard into her experience as Mayor of Manchester. But that was a double-edged sword. Ayotte’s team spent millions of dollars pointing at Manchester’s struggles with homelessness and the opioid crisis, basically saying, "If this is how she ran the city, do you want her running the state?" It was a tough narrative to beat.
The Numbers That Mattered
Let's talk about the turnout. It was huge. We’re talking a record-breaking 834,651 ballots cast. That is roughly 74.1% of eligible voters showing up. When that many people turn out, it usually means people are either very angry or very motivated. In this case, it was probably a bit of both.
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| Candidate | Party | Votes | Percentage |
|---|---|---|---|
| Kelly Ayotte | Republican | 436,122 | 53.6% |
| Joyce Craig | Democratic | 360,149 | 44.3% |
| Stephen Villee | Libertarian | 16,202 | 2.0% |
Ayotte dominated the map. She won nearly two-thirds of the vote in Sullivan County. Even in places where Democrats usually do well, she held her own enough to prevent a Craig surge. Interestingly, while the state went blue for the presidency, the "red wave" was real for the state-level races. Republicans didn't just win the governorship; they kept the Executive Council and both chambers of the legislature.
What Most People Get Wrong About This Race
People often think New Hampshire is just "becoming Massachusetts" because of the southern border population growth. But the New Hampshire governor race 2024 proved that the "tax-sensitive" voter is still the most powerful force in the state. Ayotte promised to veto any broad-based income or sales tax. That’s the "Third Rail" of New Hampshire politics. You touch it, you die.
Craig tried to argue for bringing back the interest and dividends tax to help fund schools and lower property taxes. While it sounds logical on paper to some, the "tax" word is a massive liability in the 603. Ayotte hammered her on it constantly. Honestly, it might have been the single most important factor in the final weeks.
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The Sununu Factor
You can't talk about this race without mentioning Chris Sununu. He endorsed Ayotte early and stayed on the trail with her. He has this "happy warrior" vibe that Granite Staters clearly respond to. By tying herself to his legacy of "The New Hampshire Advantage," Ayotte made herself feel like a safe continuation of the status quo rather than a risky change.
Key Issues That Decided the Outcome
- Public Safety: Ayotte leaned into her "murder prosecutor" background. She talked about bail reform and "sanctuary cities" constantly.
- The Border: Even though New Hampshire is nowhere near Mexico, the "northern border" and illegal immigration were major talking points. Ayotte pushed the idea that New Hampshire needs to be tougher than its neighbors.
- Education: There was a big divide on "Education Freedom Accounts" (vouchers). Ayotte wants to expand them; Craig wanted to scrap them.
- Housing: Everyone agreed it’s a crisis. New Hampshire is basically out of affordable homes. But they had very different ideas on how to fix it—Ayotte wants less regulation, while Craig wanted more state-level intervention.
What Happens Now?
Now that Ayotte is in the corner office, she’s already moving. She’s focused on public safety and keeping the "no new taxes" pledge. But she's also facing a housing market that is making it impossible for young people to stay in the state. That’s her biggest hurdle. If she can’t find a way to get more houses built without destroying the "small town feel" people love, her honeymoon period might be short.
She’s also got to navigate a very divided country. While she won comfortably, nearly half the state voted against her. She said in her victory speech that she would be a "governor for all the people," but with a Republican-controlled legislature, the temptation to go full-steam ahead on conservative priorities will be high.
Actionable Insights for New Hampshire Residents
If you're living in the Granite State and wondering how this affects your daily life, here’s what to keep an eye on:
- Monitor Your Property Taxes: Since there’s no state income tax, property taxes are how the bills get paid. Watch how the Ayotte administration handles education funding, as that’s the biggest driver of your local tax bill.
- Watch the "Sanctuary" Debate: Expect new laws regarding how local police interact with federal immigration authorities. This was a cornerstone of her campaign.
- Housing Opportunities: Keep an eye on new zoning reform discussions in Concord. If you’re trying to buy a home, the legislative changes regarding "multi-family" housing might be your only hope for lower prices.
- Stay Engaged with the Executive Council: In New Hampshire, the Governor isn't a king. The five-member Executive Council has to approve almost every major spend and appointment. Since Republicans hold a 4-1 majority there, Ayotte will likely get most of what she wants, but the public hearings are where the real details come out.
The New Hampshire governor race 2024 wasn't just another election; it was a vibe check for the state. New Hampshire decided it likes where it’s headed, even if it doesn't always like the national direction of the party in power. It remains one of the most unique political landscapes in the country, and the next two years will show if Ayotte can actually deliver on that "brighter future" she promised.