Donald Trump has launched a range of $100 commemorative coins, which join Trump sneakers, Trump Bibles, Trump playing cards, Trump NFTs and strips of the suit he wore when he was booked in Georgia last year, in his hunt for campaign cash.
The latest addition to the Trump entrepreneurial universe – one that four bankruptcies and a recent financial fraud conviction only begin to attest to – display a profile of Trump’s face and an image of the White House with the words “In God we Trust”.
The “1oz .999% silver medallions will be available on Wednesday. Trump wrote on Truth Social on Saturday that the coins were “the ONLY OFFICIAL coin designed by me – and proudly minted here in the USA”.
He also shared a video, saying: “This beautiful, limited-edition coin commemorates our movement, our fight for freedom, prosperity, and putting America first, we always put America first.
“It’s more than just a collector’s item, it’s a testament to the resilience and strength of the American people, our American patriots that we love so much,” he said.
The former president needs the cash: his campaign raised one third of the amount brought in by his Democratic rival, Kamala Harris, in August, and she has more on hand going into the final weeks of the 2024 campaign. But the financial disparity is inconclusive: Hillary Clinton had an enviable cash advantage in 2106 to spend on advertising and still lost.
The launch of the coin comes as Harris campaign has launched a similar cornucopia of campaign merchandising including lawn signs, T-shirts and mugs.
Political merchandising is of course tailored to the candidates’ markets. There’s no shortage of Harris “childless cat lady” merchandising available, though not necessarily endorsed by the campaign. But Trump, with more practice, takes it farther, as he inevitably must. Trump store merchandise includes beach balls, flip-flops, Bibles, mugs and dog collars.
In March, Trump launched God Bless the USA Bibles ahead of Easter alongside the country musician Lee Greenwood. “Happy Holy Week! Let’s Make America Pray Again. As we lead into Good Friday and Easter, I encourage you to get a copy of the God Bless The USA Bible,” Trump wrote on Truth Social .
Two months earlier, he launched a golden “Never Surrender” sneaker for “go-getters who don’t know the word quit” for $399. The candidate also rushed out a book, Save America, soon after he narrowly avoided assassination in July.
The cover features the image of a bloodied Trump waving his fist in the air as he urged his supporters to “fight”, the strongest image to emerge from any recent presidential campaign. A pair of sneakers with that picture is also on offer for $299.