CNN found signs of potential trouble for Donald Trump in an unlikely place ― a store dedicated to selling MAGA merchandise.

During a segment that aired Tuesday on Anderson Cooper’s show, correspondent Elle Reeve returned to Whitey Taylor’s Trump Town USA store in Boones Mill, Virginia, where she discovered business has slowed dramatically since her first visit in 2023.

Taylor, who said Trump-themed merch has made him millions of dollars over the years, told Reeve that the store’s previous $12,000 to $15,000 sales days have dwindled to around $1,500 to $2,000.

He suggested Trump supporters “are mad at the president,” although he predicted business would eventually rebound after Trump leaves office and that he’d be able to cash in via a Trump dynasty:

“People ask me all the time, ‘Oh, so when are you going to close?’ You know, I said 2040 [because it gives] all the Trump kids time to run through the office first.”

Watch the full segment here:

Conversations with customers inside the store, however, appeared to underscore some of the Trump base’s growing disillusionment with the president.

Stevie Lovell told Reeve: “I’ve seen a lot of Trump supporters just say heck with him, put his sticker upside down or not fly his flag or put a red zero on it. You know, I’ve seen a few of those. Very few people still support Trump.”

Lovell said he personally still backs Trump and plans to vote Republican in the upcoming 2026 midterm elections, but criticized the president’s war with Iran and Trump’s enrichment during his time in office.

Another customer, Barbara Keith, pushed back on criticism of the president, arguing that Trump was being unfairly blamed for rising gas prices.

But Jamie Varela was far less certain about how she’d vote in November.

“My son’s 17, my daughter’s 14. My grocery bills anywhere between 800 to $1,000 a month,” she explained. “When you’re going to the store and you’re paying five bucks for a pineapple, then you got to choose fruit or gas. Like, it’s really, really hard.” Varela blamed Trump for at least some of that pain, arguing that his war with Iran bears responsibility for higher prices.

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