Stores selling anti-President Joe Biden merchandise are spreading across the northeast just in time for the holidays.

The pop-up retailers are selling hoodies, hats, and T-shirts featuring the now-famous slogan "Let's Go Brandon." The phrase started as a euphemism for the phrase "F*** Joe Biden," then took the internet by storm as a meme before becoming a hit music trend.


New Englander Keith Lambert owns seven "Let's Go Brandon" stores, six in Massachusetts and one in Rhode Island.

“Sales are very good. We’ve got a lot of support. There’s a lot of excitement,” Lambert told the Washington Times. “People absolutely love coming out. Being in the atmosphere of a store, it’s a lot of fun.”

Lambert previously owned 22 "New England for Trump" stores, which closed after former President Donald Trump's electoral defeat in 2020 to Biden.

Lambert said he had the idea to repurpose his New England for Trump locations to take advantage of the craze surrounding "Let's Go Brandon."

“We re-branded a couple of the stores as Let’s Go Brandon, and it was really popular, and so I opened up a new store [in North Attleboro], a Let’s Go Brandon, and everybody kind of went crazy,” Lambert explained. “A couple of them are [temporary] holiday stores, but we have core stores that have been open for a few years that we’re going to keep going."

Lambert says he has received “a little pushback from the local crazies,” but the response has been mostly positive.


“Honestly, it’s America,” Lambert said. “We’re supposed to be free, we’re supposed to have freedom of speech, we’re supposed to be able to open for business. If somebody opened a business that was the Joe Biden store, I might laugh, but that would be it. I’m not going to try to get them to shut down.”

The "Let's Go Brandon" meme came from an October interview between an NBC News sports reporter and NASCAR driver Brandon Brown. Fans at the race began chanting "F*** Joe Biden," and the reporter mistakenly claimed they were chanting "Let's Go Brandon."