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Series:   Elements in Campaigns and Elections

Storefront Campaigning

Published online by Cambridge University Press:  14 November 2024

Joshua P. Darr  and
Sean Whyard
Joshua P. Darr
Affiliation:
Syracuse University, New York
Sean Whyard
Affiliation:
Louisiana State University

Summary

Since Barack Obama's historic and unprecedented field operations in 2008 and 2012, campaigns have centralized their voter contact operations within field offices: storefronts rented in strategically chosen communities. That model was upended in 2020: Joe Biden won the election without any offices (due to COVID-19), while Donald Trump's campaign opened over 300. Using two decades of data on office locations and interviews with campaign staffers, we show how the strategic placement and electoral impact of local field offices changed over the past twenty years, including differences in partisan strategy and effectiveness. We find that offices are somewhat more effective for Democrats than Republicans, but Democratic field operations are declining while Republicans' are increasing. We conclude by assessing whether future campaigns will invest in offices again – or if the rebirth of storefront campaigning is over and the future of political campaigning is purely digital.
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Keywords

electionspolitical participationvoter contactcampaign strategycampaign organization
Type
Element
Information
Series: Elements in Campaigns and Elections
Online ISBN: 9781009443357
Publisher: Cambridge University Press
Print publication: 05 December 2024

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