Obama products spark economic stimulus for sellers

Laura T. Coffey • Profile • E-mail

Ever since George Washington took that most solemn oath of office, Americans have been commemorating presidential inaugurations with cherished keepsakes. Banners, buttons — that sort of thing.

In the frenzy leading up to President-elect Barack Obama’s historic inauguration, Americans are at it again — and this time they’re snatching up more personal slices of history than ever.

But thong underwear bearing the words “Witness to History — Obama-Biden — January 20, 2009”? Really?

Yes, really.

Thanks to the Internet, consumers have at their disposal an infinite array of products bearing an endless selection of Obama images and phrases. If you see an image you like and you don’t feel like wearing it on a T-shirt, then you can order it up on a hat, tote bag, pair of shoes, infant onesie, skateboard, button, sticker, magnet, mug, barbecue apron — and, yes, on boxers, briefs and thong underwear.

And why not? So says Karen DeMarco, spokeswoman for Zazzle.com, a Web site that capitalizes on self-expression and allows buyers and sellers to customize products pretty much any way they want. The site is offering up more than 100,000 Obama-inspired products right now, and that number is growing daily.

“People want to have their voices heard,” DeMarco said. “Our users have really been politically minded and very savvy ... and we’ve just never seen a candidate like this before.”

High-flying emotions trigger sales
During the final run-up to Tuesday’s inauguration, small entrepreneurs and retail giants alike are cashing in on all things Obama. The sheer magnitude of stuff that’s for sale is staggering. In addition to items you can wear, you can buy Obama action figures, Obama hot sauces, a special Obama edition of the Spider-Man comic, “Hope on a Rope” soap and “Yes Pecan!” ice cream from Ben & Jerry’s.

What’s prompting these distinctively American forms of canonization?

“This is a unique historical event this goes beyond just your run-of-the-mill presidential inauguration,” said Martin Brochstein, a senior vice president at the International Licensing Industry Merchandisers’ Association. “There is a historical and emotional aspect to this one that separates it from the rest. I don’t remember ever seeing the range of merchandise that’s out there. ...

“I hate to compare it to something as mundane as sports teams … but when a sports team has sudden unexpected victories or victories that resonate, people go nuts buying merchandise. It’s the same thing in action now. People want to be identified with this.”

The selling — and buying — craze has actually been going on for months now. Consumers have been splurging on politically themed products since the primaries, and a niche market still exists for items tied to other candidates who inspired ardent support from voters. For instance, it’s not at all difficult to find “Huckabee/Palin 2012” bumper stickers and “Don’t blame me ... I voted for Ron Paul” T-shirts out there.

As the presidential election approached, merchandise featuring Obama and Republican candidate John McCain emerged almost everywhere and anywhere you turned. Finger puppets, bobble heads, breakfast cereals, pajamas, coffee and condoms appeared along with the usual fare of buttons, banners, stickers and T-shirts.

Within minutes of the announcement of Obama’s victory on Nov. 4, products that had featured Obama’s “Yes We Can” campaign slogan became available with the new phrase “Yes We Did.” By late November, the New York Times reported that consumers had already spent as much as $200 million on Obama merchandise, and in December, eBay said more than 111,000 Obama-inspired items had been purchased on its site.

Slideshow Entrepreneurs have an inaugural ball From an Obama puppy shirt to a patriotic thong, check out these products with inaugural spirit.

Just as the election furor began to wane, the holiday season arrived, and entrepreneurs wasted no time churning out Obama-themed stocking stuffers, wreaths, Christmas tree ornaments and other trinkets. One ornament said, “Dear Santa, Thanks, but I got what I wanted on Nov. 4^th!” Another showed Barack and Michelle Obama bumping fists. And a slew of products featured Obama dressed up as Santa Claus himself — sometimes along with the words “Ho Ho Hope.”

The lead-up to the inauguration marks the next big sales wave for Obamabilia. Not only are retailers selling Obama souvenirs, they’re also plugging cameras, warm jackets and other gear for people who plan to attend the event in person, party supplies for people who want to throw inauguration parties, and home entertainment equipment for folks who intend to stay home and watch the event on TV.

“We want to make it as easy as possible for customers to prepare for the historic event,” said Craig Berman, director of communications for online retailer Amazon.com.

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