The Trump-focused superstore on Interstate 40 near Knoxville is closing after owners and staff reported a sustained drop in customers and are liquidating remaining stock at 50% off. Owner William "Bill" Hays denied that retirement or relocation prompted the shutdown, saying poor sales are to blame. Employees recalled peak traffic after several high-profile events but say footfall has dwindled amid financial strain for some shoppers. The closure comes as Trump-branded merchandising continues to generate significant revenue elsewhere.
Tennessee Trump Superstore Near Knoxville Closes After Customers Dry Up; Owner Blames Falling Sales, Not Retirement
Massive Trump merchandise store goes out of business - because nobody is buying anything
A large shop along Interstate 40 outside Knoxville, Tennessee, that sold only President Donald Trump merchandise is closing its doors, the owner and employees told Slate, citing a steady drop in customers.
The storefront — marked by a massive Trump billboard, rows of banners and a brick outhouse labeled the "Democrat Superstore" — has begun liquidating remaining stock at a 50% discount, according to the report.
A Donald Trump superstore off Interstate 40 near Knoxville, Tennessee. The store's owner, William Hays, said the store was closing due to a lack of customers (Google Maps)
Owner William "Bill" Hays told Slate he was closing the store because business has dried up and disputed a Knox News story that said he was retiring and relocating. Hays confirmed he owns condos in Naples and acknowledged his age, but said the shutdown is a business decision.
"I'm not retiring, not moving down... Yes, I am old and I am 80, and I do own condos and other businesses," Hays said, adding that the closure was due to poor sales.
An employee who identified himself as Dan echoed Hays, saying customer traffic has fallen sharply. Staff recalled that the shop once drew lively crowds — on its busiest day employees said it attracted as many as 86 visitors — and that sales surged around certain highly publicized events.
Trump merchandise has been a common sight at the White House since Trump retruned to office (Getty Images)
Employees described strong business after several high-profile incidents involving conservative figures and after what they characterized as a July 2024 assassination attempt on Trump; Hays said those moments brought long lines and a rush of customers.
Dan offered a blunt explanation for the downturn: he said Trump's local popularity had "dwindled" and that many potential buyers are tightening household budgets amid economic pressures. "People really are saying, 'I don't know if I'm going to do a full load of groceries or I'm going to put my electric bill on a credit card this month,'" he told Slate.
Broader Merchandising Context
Trump-branded merchandise remains a major revenue stream for the former president and his supporters, appearing at rallies and through online channels. Media reports have estimated the Trump online store generated roughly $8 million in 2024. Advocacy group Citizens for Responsibility and Ethics in Washington (CREW) said the store introduced at least 600 new products in the first 14 months of Trump's second term, reporting nearly $43,000 in associated costs.
As the Knoxville-area shop clears out inventory at half price, its owner and staff frame the closure as a straightforward business result of falling demand, not a personal retirement or relocation.
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