A number of big 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 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 use 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 themes such as freedom, rugged individualism, and national pride. Levi’s brand is one that stands for the values of hard work and perseverance. It has positioned itself as a brand that embodies American spirit and resilience in its ad campaigns during economic slowdowns.
3. Ford
Ford’s marketing sets its sights firmly on its Detroit roots and the “Built Ford Tough” chorus, linking its cars to American toughness and 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 highlights American small businesses on its website and uses patriotic appeals in ads, appealing to the need of consumers to be part of the national economy. Amazon uses its scale to promote American entrepreneurship and jobs.
7. Harley-Davidson
During hard times, Harley-Davidson uses patriotism to re-establish its position as the quintessential American symbol of rugged individualism and freedom. The patriotic brand evokes emotional loyalty and camaraderie among clients, giving them a feeling of stability in economic or socially hard times.
8. Ralph Lauren
Ralph Lauren’s marketing consistently features Americana iconography, ranging from Olympic uniforms to flag sweaters, so patriotism is at the center of its luxury lifestyle brand. National pride and nostalgia for the heritage of quintessential American icons appeal to consumers.
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, aiming at families and bargain-hunting customers.
10.Macy’s
Macy’s relies on patriotic themes through its iconic flagship events, such as the Fourth of July fireworks displays and the Thanksgiving Day Parade, which both have their roots going back to American traditions. Both events share hope and national unity that keeps 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 elements in its apparel and marketing to evoke national pride. This approach allows the brand to resonate with Millennial and Gen Z customers who value authenticity and cultural identity. By emphasizing shared American identity, American Eagle strengthens emotional loyalty and relevance amidst economic turmoil.
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 employ 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. In highlighting its beginnings as an all-American company that returns value to the local communities and provides jobs, McDonald’s builds trust and familiarity among customers.
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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