• November 29, 2012

Trump may be toxic: A new loyalty survey of department store shoppers shows that the store’s decision to keep using the controversial Donald may translate to declining sales.

The latest YouGov BrandIndex shows the store’s loyalty measures have fallen to the lowest levels in more than a year, and that it has now fallen behind such competitors as Target, J.C. Penney, Wal-Mart, and Kohls. (In fact, it’s even behind Sears and Kmart. Yowch.) 

The index, which interviews 5,000 people each day, subtracts negative feedback from positive for scores ranging from 100 to negative 100; Macy’s score has fallen from 31 to 19 since press coverage of the “Dump Trump” effort began.