It seems so classically gatekeeping to say “populism” because it implies that just because its popular with people it’s bad. Trump attracts grifters. They call themselves “entrepreneur” or “business minded” but it’s all a big ecosystem of ideology driven spending. It isn’t “popular with people” - it’s madness overtaking the gullible and uncurious.

Each and every one of his followers are ardent dollar chasers who see themselves as deserving of the same treatment as the wealthy elites. They are all at varying stages of luck and yet none will admit that luck has anything to do with success. They are delusional, not popular.

So it isn’t “populism” that drives merch. It’s the echo chamber of greed.