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Industry · Sector

Gift, Novelty, and Souvenir Retailers

NAICS 459420 · 6,258 matched workers · high confidence

Democratic lean
55.5% Democratic, 44.5% Republican

Two-party shares across 6,258 workers in the Gift, Novelty, and Souvenir Retailers industry.

55.5%
44.5%
DemocraticRepublican
Imputed
55.5% D · 44.5% R
Includes lean for unaffiliated registrants
Hierarchy
Sector › Office Supplies, Stationery, and Gift Retailers
NAICS2 — · NAICS4 4594
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Where Gift, Novelty, and Souvenir Retailers falls

More Republican than 69% of industries in this sector.

← DemocraticRepublican →All Other General Merchandise Retailers — 68% DemocraticClothing and Clothing Accessories Retailers — 69% DemocraticWarehouse Clubs and Supercenters — 61% DemocraticDepartment Stores — 63% DemocraticPharmacies and Drug Retailers — 63% DemocraticSporting Goods Retailers — 55% DemocraticCosmetics, Beauty Supplies, and Perfume Retailers — 66% DemocraticAll Other Health and Personal Care Retailers — 55% DemocraticPet and Pet Supplies Retailers — 62% DemocraticGasoline Stations with Convenience Stores — 52% DemocraticShoe Retailers — 68% DemocraticOffice Supplies and Stationery Retailers — 60% DemocraticUsed Merchandise Retailers — 62% DemocraticHobby, Toy, and Game Retailers — 57% DemocraticJewelry Retailers — 59% DemocraticBook Retailers and News Dealers — 71% DemocraticFood (Health) Supplement Retailers — 43% DemocraticOptical Goods Retailers — 63% DemocraticAll Other Miscellaneous Retailers — 49% DemocraticMusical Instrument and Supplies Retailers — 65% DemocraticSewing, Needlework, and Piece Goods Retailers — 66% DemocraticManufactured (Mobile) Home Dealers — 50% DemocraticArt Dealers — 66% DemocraticFuel Dealers — 54% DemocraticLuggage and Leather Goods Retailers — 72% DemocraticTobacco, Electronic Cigarette, and Other Smoking Supplies Retailers — 74% DemocraticOther Gasoline Stations — 44% DemocraticFlorists — 45% DemocraticGift, Novelty, and Souvenir Retailers — 56% Democratic0%25%50%75%100%
Each dot is one of the 28 other industries in this sector; size scales by workforce. Hover to see names — click to jump.

How this is measured

VRscores estimate the partisan composition of an industry by linking voter registration records to employment profiles, then aggregating workers up the NAICS hierarchy. The two-party shares above exclude workers with no major-party affiliation.

Read the full methodology or the published Organization Science paper.

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Citation

Kagan, Max; Frake, Justin; Hurst, Reuben (2026). “VRscores: A New Measure and Data Set of Workforce Politics Using Voter Registrations.” Organization Science, 37(2), 444–465.
https://doi.org/10.1287/orsc.2025.20402