A number of prominent U.S. retailers are increasingly embracing patriotic ads to appeal to consumers during times of economic turmoil, political conflict, and national crisis. It speaks to shared values, national patriotism, and a shared sense of community, which can foster emotional allegiance and drive sales.
Next up, we’ll share 19 of America’s largest retail brands and chains that successfully utilize patriotism to sell when times get tough.
1. Walmart
Walmart often promotes American-made products and uses patriotic symbolism in its ads, presenting itself as a supporter of American values and local manufacturing. Perhaps most notably during economic slumps or price increases caused by tariffs, Walmart’s communications urge consumers to assist U.S. employment by purchasing American-made products.
2. Levi Strauss & Co.
Levi’s has long marketed itself as an original American brand, focusing on themes such as freedom, rugged individualism, and national pride. Levi’s brand is one that represents both hard work and endurance, and in its marketing campaigns in economic downturns, it has also marketed itself as a brand that represents American will and spirit.
3. Ford
Ford’s marketing highlights ‘Built Ford Tough’ and ties to its Detroit heritage. By suggesting toughness and endurance, it connects vehicles to American resilience. Its message resonates best with consumers in periods of uncertainty when they crave toughness and reliability in what they buy. Ford’s narrative is also perfectly positioned for American jobs and manufacturing.
4. Home Depot
Home Depot emphasizes its devotion to veterans, American workers, and neighborhood communities. The store frequently uses patriotic symbols and colors in ads and inside stores, solidifying its image as a patriotic, community-oriented brand. This appeals to consumers who would prefer to shop from companies that give back to the country.
5. Target
Target employs nationalistic imagery in ads and on merchandise to inspire hope and solidarity, encouraging consumers to shop American. In doing so, it brings about emotional allegiance, supports its all-American brand, and boosts economic robustness by connecting the values of consumers with their purchases.
6. Amazon
Amazon promotes small businesses on its website, and it uses patriotic appeals in advertisements to appeal to consumers’ desire to participate in the national economy. During Amazon’s sale events like Prime Day, they prioritized US-made products and sellers as a way to invoke a sense of national unity.
7. Harley-Davidson
Harley-Davidson utilizes patriotism as a method of positioning the brand to be the quintessential American example of rugged individualism and freedom. The patriotic imagery tugs at emotional loyalty and connection to clients, who embrace this identity during uncertain economic and social times.
8. Ralph Lauren
Ralph Lauren’s marketing is heavily drenched in Americana iconography, from Olympic uniforms to flag sweaters; patriotism serves as the nucleus of their luxury lifestyle brand. National pride and nostalgia for the lineage of true American icons resonate with consumers. The brand masterfully blends tradition with modernity and storytelling with innovation to evoke timeless American elegance and aspirational living.
9. Old Navy
Old Navy is famous for its Fourth of July flag T-shirts and annual holiday sales. The colors red, white, and blue and patriotic messages are used by the company to drive the seasonal sales and push affordable options with an American image, targeting families and bargain-hunting customers.
10. Macy’s
Macy’s promotes patriotic images through its flagship events like the Fourth of July fireworks and the Thanksgiving Day parade, which both have American roots. Both events foster hope and national unity that reinforces Macy’s as a symbol of fortitude and collectivity in the American spirit, even during tough times.
11. American Eagle Outfitters
American Eagle Outfitters uses patriotic symbols within its clothes and marketing to incite national pride. This approach allows the brand to relate to Millennial and Gen Z customers who value authenticity and cultural identity. To relate to shared American identity, American Eagle adds to emotional loyalty and relevance in an economically tumultuous moment.
12. Hanes
Hanes markets its products as “Made in America” and utilizes patriotic slogans to appeal to customers who care about patriotism and comfort. This usually happens during a recession when customers will go back to the old, hometown brands.
13. Converse
Converse retails limited-edition sneakers in American flag prints and capitalizes on the firm’s heritage as an American icon in branding. Limited editions create nostalgia and patriotism that appeal to consumers’ interests and loyalty.
14. Costco
Costco sells American-made products that incorporate patriotic themes and slogans in ads. These appeal to frugal consumers who want to support American companies but need good-quality products at affordable prices.
15. Nike
Nike regularly manufactures limited-edition patriotic shoes and clothing periodically to coincide with national holidays such as the Fourth of July and the Olympics. American icons are used by the company as a sales tactic and a means of customer retention for individuals who have patriotic pride.
16. Kellogg’s
Kellogg’s uses patriotic packaging and marketing to evoke nostalgia and American unity. During uncertain times, the strategy is comforting by reminding consumers of common American values and traditions. Kellogg’s long history of patriotism towards veterans also contributes to the patriotic brand, instilling confidence and loyalty in consumers.
17. McDonald’s
McDonald’s highlights its deep American roots and busy community involvement through continuous use of patriotic imagery and initiatives. McDonald’s reinforces trust and familiarity with its customers by identifying its roots as an all-American establishment that creates local value and jobs.
18. Dunkin’
Dunkin’ is all about the American flag colors, from branding to slogans like “America Runs on Dunkin’,” making it a staple of American life. This patriotic branding tries to strike the customers’ emotions in times of economic crises associated with that brand.
19. Wrangler
Wrangler branding is based on the American cowboy and rural lifestyle iconography. The corporation uses patriotic imagery in an attempt to appeal to consumers who crave authenticity, tradition, and hard American identity, especially when there is social or economic unease.
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