Donald Trump has continued to stamp his name on a variety of products since leaving office, all while balancing his 2024 presidential campaign. The former president has sold everything from shoes and NFTs to a Bible, illustrating his knack for turning his brand into a profit-generating machine.
Among his offerings are digital collectibles and a Bible produced in collaboration with singer Lee Greenwood. Even a historic image of Trump raising his fist after a failed assassination attempt has become merchandise. The photo graces the cover of a new hardcover picture book that chronicles his time in the White House, priced at $99 or $499 if buyers want Trump’s signature.
In March, Trump leveraged his initials, “DJT,” as a business venture, returning to Nasdaq under the Trump Media & Technology Group, the parent company of Truth Social. Trump is the biggest asset of this alternative social media platform, which has become a significant part of his post-presidential portfolio.
According to his latest financial disclosure, these various ventures have been highly lucrative, earning Trump more than $12 million from selling NFTs and books alone. As a former reality TV star, Trump has a long history of putting his name on everything from board games and steaks to buildings. Now, he’s using an LLC to manage many of his business dealings since leaving the White House.
Former presidents often find ways to profit after their terms, but no modern one-term president has seriously sought to reclaim his old job—until Trump. Historical figures like President Ulysses S. Grant and his widow, Julia Grant, made significant sums from memoirs, while more recent former presidents have found other lucrative avenues. Gerald Ford, for instance, started the trend of serving on corporate boards, while Ronald Reagan made headlines by accepting $2 million for appearances in Japan. The Clintons, Bill and Hillary, reportedly amassed a $100 million fortune post-office, and Barack and Michelle Obama inked a high eight-figure deal with Netflix.
George W. Bush once explained that it was time to “replenish the ol’ coffers” after leaving office, acknowledging the lucrative opportunities available to former presidents. Congress, which once feared former presidents living in destitution, passed legislation providing financial support, along with lifetime Secret Service protection, office space, staff funding, and travel reimbursement.
In addition to his products, Trump’s social media platform, Truth Social, remains the most significant part of his post-presidential portfolio. According to Forbes, more than half of Trump’s estimated net worth is tied to his stake in the platform’s parent company. However, Trump Media has struggled since its quasi-IPO in March, with shares dropping from nearly $70 to around $20. Trump holds nearly 59% of the company, but a “lockup agreement” has so far prevented him from selling any shares.
Truth Social also illustrates the blend of Trump’s business interests and his campaign. The platform frequently sends push alerts promoting Trump’s latest posts, and share prices have dipped when Trump began posting more on Elon Musk’s X, formerly known as Twitter.
One of Trump’s more unique products is a special edition of the Bible, priced at $60. This edition includes a “handwritten chorus to ‘God Bless The USA’ by Lee Greenwood,” a song frequently played at Trump’s rallies. It also features the US Constitution, Pledge of Allegiance, Declaration of Independence, and Bill of Rights. According to Trump’s financial disclosure, he made $300,000 from selling the Bible.
As Donald Trump enters the final stretch of his 2024 campaign, he continues to blend business with politics, turning every opportunity into a chance to bolster his brand and bottom line.