Whenever a large news moment, in this case the Trump Rally Shooting on July 13, 2024, hits our cultural consciousness, the voices that weigh in via social media meet a turbulent climate. These moments often create stars as much as they send them tumbling into the rage machine. Over the weekend, Sticker Mule founder Anthony Constantino expressed support for Trump on X in light of the events.

 

Sticker Mule also sent an email (which I didn’t get because I am not a customer). It suggests that people make and buy T-shirts to support Trump as part of their special. I’ve heard there was a similar text message.

The reaction has been explosive, making Sticker Mule trend in that not-good way. Let’s break down what is happening and why a sticker printer (of all things) is getting canceled in 2024.

What is Sticker Mule?

Sticker Mule is a story for the underdogs. The people who the “experts” say can’t make it. Ignore the experts. Believe in yourself. – Sticker Mule

In short, they’re an online printing service offering stickers, decals, and online printing services to support uploading/editing projects. Their initial popularity came from their accessibility to small creators. In a time when printing services were getting more expensive, you could get fast turn-around and smaller quantities at a reasonable price. Creatives rely on them to print their sticker designs. For example, they allow you to order 50 die-cut stickers for $60 and they’ve been known to do specials of $9 for 50 stickers. Many local print shops won’t run a die-cut order that small (and never at that price). While I can’t find a record of their market share or how their customer base breaks down, this small creator audience has been speaking up over the weekend.

Small creatives are the ones that are talking the most about leaving Sticker Mule — grassroots makers, musicians, authors, and graphic designers. These people are generally creating their own merch and products in a world where getting anything manufactured in small quantities is difficult.

Why? Consumers are used to the low price point that big brands can provide with their huge infrastructure and financing. So, these small businesses are pretty strapped when they’re trying to make things to resell. They want quality, customization, fast-turnaround, and good customer service.

For years, Sticker Mule’s messaging has been tailored to the idea that they too are small, self-made underdogs trying to make some magic in a tough world. They’ve leaned into quirky touches (like their hot sauce promotion), and kept their graphics simple.

Personally, I’ve always been shocked at how cheap their website design looks. The first time I saw it, I thought it must be a scam site or a tiny company that couldn’t afford a real web designer. Instead, it’s just part of their persona.

They’ve always been a bit irreverent, casual, and at times, trollish. People have been talking since 2017 about how they donate to Republican candidates and support right-wing causes as a company.

Their most recent campaign? It’s a CyberTruck giveaway. Of course.

For years, the founder has been aligning their brand with right-wing personalities, Elon Musk (who ironically blocked their account), anti-vaxxers, and anti-LGBTQ causes. There have been grumblings of rude customer service when people place orders with messages that don’t align with conservative values.

 

Now, the company’s leadership has gotten more vocal about their conservative political views and it seems that a portion of their customer base are fleeing.

 

I don’t write about every time a brand is “cancelled” but, this one fascinates me for two reasons. First, it’s in my industry — where you would think the brand in question would be social media savvy. Second, it’s part of the growing trend of too-big-to-care brands alienating customers in real-time.

Voting with Dollars

On the spectrum of boycotted to canceled, these situations tend to play out similarly. The social media discussion erupts and a portion of people take immediate action (like canceling accounts). Then, we wait to see how the brands respond. After some time, everyone adjusts to a new normal where the brand pivots in response to the situation.

In this case, Sticker Mule is taking a somewhat self-righteous tone — calling users bullies for disagreeing with them.

After receiving an email indicating that your company supports Trump, I have decided to cease doing business with Sticker Mule. While I previously appreciated your services, your involvement in politics has soured my opinion. Claiming fear of revealing your political stance, only to publicly declare it, exposes your true nature. It is hypocritical to call for an end to political hate after a man was shot, while ignoring the constant threats and hatred directed at the left.
Having Trump supporters walk around my town with their AK-47’s and guns proudly in their hands when there was a peaceful protest of people just standing there with signs is ridiculous and no one batted an eye. Many Americans, particularly minorities, live in fear of another Trump presidency.
As a woman, I do not feel safe in his vision of America, and I am not alone in this sentiment. Consequently, I will no longer support your company and will inform other small businesses of my decision and they will follow as well. This is the most disappointing news I have read today. Please consider the impact of your actions on those who are genuinely scared and concerned for the future of the U.S. Your ignorance is astonishing. Shyanna Harris, https://feedback.stickermule.com/products/p/disappointing-goodbye

As of now, there isn’t a lot of transparency into how many people use Sticker Mule. So, it will be hard to know the impact of this discourse unless it puts them out of business (which I doubt).

A Big Miscalculation? Maybe Not.

When brands dive into political discourse, we often see that a shuffle or turnover of customers occurs — rather than a true hemorrhage. A certain percentage of current customers leave and new customers replace them. Maybe I’m cynical but, I think Sticker Mule knows exactly what they’re doing. They’re making a bet.

They know a lot of people will leave. (It’s been reported that they’ve lost massive followers on all social platforms). But, they know a lot of new people will choose to start using them. If it works out, they’ll have a net gain of customers. All the while, their visibility and brand awareness goes through the roof.

Customers Shop Based on Values…

We’ve known for a long time that customers shop based on values (over 70% in various studies). In light of this, marketers plan brand messaging around communicating values and making connections between those and the customer’s values.

Brand values are the key principles guiding how a company operates—including where it sources its products, how items are delivered to customers, and the way employees are treated. Brand values define precisely how a company operates, fulfills its mission statement, and earns money. – What Are Brand Values? A Definition and Complete Guide (2024), Shopify

Examples of values are sustainability in sourcing materials, fair wages for employees, or operational transparency. When a brand is centered on these things, the message goes beyond the function of the product or service (who, what, where, when). Instead, it brings focus to the how and why of the business.

The tricky part? Ensuring that your target customer and your brand values are a solid match. If your brand pivots its values (like Tractor Supply), or changes to a value-centered brand model, there will be a customer shakeup.

Sticker Mule’s move isn’t that shocking when you consider how many brands have been doing this shuffle in recent years. They do it because they believe they’re big enough to weather the turnover and emerge on the other side with a new, larger customer group.

The most interesting part is seeing whether their competitors can jump in the gap and scoop up the displaced customers. Competitors have been coming out of the woodwork to capitalize on the turnover — notably Sticker Giant and Avery. Creatives are crowdsourcing lists (I saw a massive shared Google doc) of alternative printers with notes about price, quality, and values.

In the meantime, Sticker Mule is getting a little salty and the chatter isn’t dying down anytime soon.

Up Next: Uline.

Think this was a good read?

I often talk about trends and design news here on my blog and in my social media accounts. Give me a follow on your favorite platform to join the conversation.

Danielle & The Shop Shop

We’re a Central Virginia marketing agency focused on everything retail. We’ll make sure your products are online and ready to sell. And you can get back to the parts of your business that you love. We’re ready to maintain, manage, and promote your store on any platform including WordPress, Squarespace, Shopify, Square Online (Weebly), Comment Sold, Pinterest Shops, and Meta (Facebook/Instagram) Shops. You get to do what you love and we’ll find the customers.

Further reading: