If you’ve spent any time on Truth Social or followed the news lately, you know the Trump brand has moved way beyond red hats and "Make America Great Again" banners. It’s 2026, and the sheer volume of stuff—from high-end jewelry to digital currencies—is honestly staggering.
Some people call it a "merch empire." Others see it as a savvy way to bypass traditional banking. Whatever your take, the list of items Trump is selling has grown into a multi-billion dollar ecosystem that includes everything from $5,000 watches to nuclear fusion energy investments.
Let's get into the weeds of what’s actually on the shelves right now.
The "Big Ticket" Items: Watches and Sneakers
The most buzzed-about physical products lately are the ones that lean into the "luxury" vibe. We aren't talking about cheap plastic here.
- The Trump Victory Watch: This is the flagship of the timepiece collection. The gold-toned models are marketed as "collector's sets" and can run over $5,300. They feature a tourbillon movement, which, if you aren’t a watch nerd, basically means it’s a high-precision mechanical piece.
- The "Never Surrender" High-Tops: These are the famous gold sneakers with the American flag motif. They originally dropped for $399 and sold out almost instantly. Now, you’ll find them on the secondary market for double or triple that.
- The "Happy Trump" Pin: Just recently, in January 2026, the president was spotted wearing a cartoonish lapel pin showing him with a determined, slightly agape expression. He dubbed it the "Happy Trump" pin. While he says it was a gift, knock-offs and "inspired" versions hit eBay and Etsy within hours for about $25 to $30.
Digital Assets and the "Crypto Capital" Shift
This is where the money gets serious. Since Trump took office again, he has pushed for the U.S. to be the "crypto capital of the world," and his family's business ventures reflect that.
World Liberty Financial (WLFI)
This isn't just a coin; it's a whole decentralized finance protocol. The Trump family reportedly receives 75% of net proceeds. By the start of 2026, the project had applied for a national banking license to allow their stablecoin, USD1, to be used for everyday transactions.
The NFT Trading Cards
The "Digital Trading Cards" were the first major move into the digital space.
- Series 1 & 2: These featured Trump as a superhero, astronaut, and cowboy. They sold for $99.
- The "Mugshot" Edition: This was a clever bit of marketing. If you bought 47 NFTs, you got a physical card with a piece of the actual suit Trump wore during his Fulton County booking.
- Bitcoin Ordinals: For the high-rollers, buying 100 NFTs granted a "1-of-1" digital card minted directly on the Bitcoin blockchain.
Truth Social's Evolution: From Apps to Nuclear Fusion
The Trump Media and Technology Group (TMTG) has expanded far beyond a Twitter alternative. If you own $DJT stock, you're now essentially investing in a conglomerate.
The big shocker at the end of 2025 was the merger with TAE Technologies. This means Trump’s media company is now a player in the nuclear fusion energy sector. They’re planning to break ground on a utility-scale fusion power plant this year. It's a wild pivot from social media, but the goal is to power the massive data centers needed for the AI revolution.
On the financial side, TMTG also launched "America First" ETFs. These are investment funds managed by Yorkville America that focus on companies that align with "patriotic" values—think domestic manufacturing, defense, and energy.
The "Official" Trump Store Essentials
If you visit the Trump Store online or at one of the golf properties like Mar-a-Lago, the list of items is more "lifestyle" focused.
- Fragrances: You’ve got "Victory47" cologne and perfume. The cologne bottle cap is literally a gold-toned bust of Trump’s head.
- The "God Bless the USA" Bible: This was a huge seller in 2024 and 2025. It’s a King James Version that includes the U.S. Constitution and the Bill of Rights.
- Apparel: It’s not just hats. There are $225 merino wool quarter-zips, $315 quilted down vests, and even $125 "Freedom Ties" in—you guessed it—bright red.
- Home Goods: Trump-branded candles, whiskey sets (around $240), and even needlepoint bottle openers for $36.
Why This List Keeps Growing
It’s kind of fascinating from a business perspective. Most politicians stop selling merch once the election is over. Trump has done the opposite. He’s treated the presidency and his personal brand as a unified luxury line.
One thing to keep in mind: many of these items, like the sneakers and perfumes, are sold under license. This means a third-party company (like CIC Ventures LLC) handles the manufacturing and pays for the right to use the Trump name.
Actionable Insights for Collectors and Investors
If you’re looking to buy or invest in the list of items Trump is selling, here is the current reality:
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- Scarcity drives the price. The limited-run items, like the "Mugshot" suit-piece cards or the first-edition gold sneakers, hold value much better than the mass-produced hats.
- Watch the crypto volatility. The $WLFI tokens and $DJT stock are highly sensitive to political news. If there's a legislative win for crypto, these often spike, but they can drop just as fast.
- Verify authenticity. Because there are so many "unofficial" vendors at rallies, always check if the item is coming from the official Trump Store or a licensed partner like "Get Trump Sneakers" to ensure it has resale value.
- Understand the "Perks." Many of the high-end digital purchases come with real-world invites to galas or dinners. If you're buying for the "experience," make sure you're comfortable with the terms, as many are non-refundable.
The "Trump Brand" isn't just a political movement anymore; it's a 24/7 retail operation. Whether you're buying a $20 magnet or a $5,000 watch, you're participating in a very specific, and very lucrative, slice of American business history.