American Eagle’s second Sydney Sweeney campaign just launched. Our credit and debit card data shows the first one did more than drive a short-term bump.
Through the first half of 2025, AE’s market share gains among Democrats and Republicans tracked closely. That changed in August. Republican share gains surged while Democrats dipped, a split that held through Q4 before narrowing into early 2026. Reuters cited Consumer Edge data on these trends.
Here’s the part worth watching: Democrats didn’t leave. After a brief September pullback, that group’s share change moved back to positive territory. The Sweeney campaign shifted who was spending at AE, but it didn’t come at the expense of the broader customer base.
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