President Trump has stepped up his campaign efforts ahead of the November midterm elections, adopting a familiar playbook of self-promotion that he has long relied upon. Despite approval ratings hitting historic lows, he is now focusing on mobilizing his base and appealing to lower-propensity voters, as well as supporters of the "Make America Healthy Again" (MAHA) movement.
According to Steve Bannon, a former Trump adviser, the president recognizes this is not an election about persuasion but about energizing his core supporters. The MAHA movement advocates against ultra-processed foods, pushing for restrictions on additives, artificial colors, and vegetable oils, which could tighten regulations on traditional high-sugar and processed food giants while benefiting natural food, organic agriculture, and additive-free supply chain companies. Bannon noted that achieving this, while holding the House with a slim margin and maintaining a tie in the Senate, would be the desired outcome.
Trump's plan also involves overcoming voter concerns about 2026 issues by reminding them of his 2025 achievements, including his landmark tax reform bill and stricter border enforcement. However, for voters frustrated by high prices and the Iran war, simply celebrating past successes offers little comfort. In a recent White House preview, Trump told Republican lawmakers to campaign on his record, stating, "Just talk about these things, and you will win, and win big." For candidates in competitive districts, he declared, "All I have to do is fight, fight, fight, and then win, win, win."
Whether the president will stick to this strategy remains uncertain. The White House has promised for a year that Trump would campaign for candidates, but with limited results. Spending by his super PAC, MAGA Inc., has been sluggish, though recent investments in Texas and South Carolina have boosted Republican hopes. A review of Trump's travel schedule from June to August 2026, compared with the same period during his first term in 2018, shows he spent more time on state party events, fundraisers, and candidate rallies eight years ago. With just 54 days until the election, time to reverse this trend is running short.
A Republican official discussing Trump's Wednesday night speech in Dallas noted that Democrats are already campaigning against the president and his policies, making a national strategy for the midterms reasonable. This approach worked in South Carolina, where Trump's involvement last month may have helped novice Senator Darlene Graham win a closely contested runoff. But where Republicans see advantages, Democrats see weaknesses. Susan DelBene, chair of the Democratic Congressional Campaign Committee, stated, "I think national Republicans are running scared. They know we are on our way to retaking the House," adding, "People are tired of Congress being subservient to Trump."
The Senate race is also more unpredictable than a year ago, with traditionally red states like Alaska and Texas appearing more competitive. Over the weekend, MAGA Inc. injected $10 million into Texas Attorney General Ken Paxton's Senate campaign, a state where Democrats have struggled for decades to win statewide offices. A senior Republican strategist pointed out that in 2018, once the team judged the House might be lost, they shifted focus to expanding the Senate map, leading the president to repeatedly campaign in Missouri, West Virginia, and Ohio. This summer, such actions have been rare.
Instead, the president has focused on renovating the White House State Dining Room, the Reflecting Pool, and other Washington monuments, while attending NBA Finals, FIFA World Cup finals, and LIV Golf events in Bedminster. After the Dallas convention, he plans to travel to Ireland to watch golf at his Doonbeg club. A senior Democratic strategist acknowledged Trump's strong presence in 2018 but noted he could then argue that even if people disapproved of aspects of his presidency, they were generally satisfied with the economy. Democratic strategist Jesse Ferguson summarized the current difference: "In 2018, people disliked his manner; in 2026, they can't afford him economically."
White House spokesperson Olivia Wells pushed back against criticism, citing Trump's tax cuts, lower prescription drug prices, and border security efforts, saying, "The choice has never been clearer: either continue Trump's winning, common-sense agenda, or accept the Democrats' extreme liberal policies and obstruction." The push to lower drug prices, reduce over-medicalization, and scrutinize vaccines and specific drug dependencies creates policy headwinds for large pharmaceutical companies reliant on traditional patented drugs and vaccines, while shifting medical funding toward preventive care and metabolic health management.
Not all Republicans agree with the Trump-centric approach. A senior GOP strategist complained about excessive focus on Trump, especially among candidates in tough races who may have entirely skipped the two-day Dallas convention. Expected absentees this week include Maine Senator Susan Collins and Iowa Congressman Zach Nunn, whose district is rated as a toss-up by the Cook Political Report. Some states have already begun mailing ballots, with Democrats favored to win House control in November and increasingly optimistic about the Senate, where they need a net gain of four seats for a majority.
Given the current landscape, some Republicans argue that Trump's focus on the base is justified. Republican strategist Alex Conant said, "These red states are becoming battlegrounds because we are underperforming with our own base," adding, "We need Republicans to come home and vote in Texas, Iowa, and Alaska. Trump knows how to do that."