Political merch is vital in close races. John Tester’s is a best&in&class example

One of the most robust campaign merchandise operations of the election cycle is in one of the least-populous states. Senator Jon Tester, a Democrat from Montana, is the most vulnerable senator running for reelection this year. A moderate, Blue Dog-style Democrat in a deep-red state that former President Donald Trump won in 2020 with nearly 57% of the vote, his is the only Senate race the nonpartisan Cook Political Report rates as leaning against the incumbent. The race could determine control of the U.S. Senate, and those high stakes show up in the Tester campaign’s online shop. Though selling merch is common among Senate campaigns, it’s not a given. Some incumbents expected to glide to victory are forgoing digital storefronts altogether, like Senator Kirsten Gillibrand of New York and Amy Klobuchar of Minnesota, since candidates don’t have to raise as much money if they’re widely expected to win. Meanwhile, Tester’s shop is stocked with unique items designed not only to bring in small-dollar donors but also to tell a story about the candidate and reinforce his message.