Trump tries to sell lower prices, but his North Carolina speech goes off script

Trump tries to sell lower prices, but his North Carolina speech goes off script

US President Donald Trump arrived in North Carolina on Friday with a clear objective. With midterm elections approaching and economic anxieties still shaping voter sentiment, the White House wants him to stay trained on prices, wages, and household costs. The rally in Rocky Mount was billed as part of a broader push to reinforce his affordability agenda and remind voters of what he sees as progress under his watch, CNN reported.

For stretches, Trump did just that. He pointed to a report showing inflation cooling more than expected, referenced an announcement made earlier in the day on lowering certain drug prices, and framed recent labour market data as evidence of government streamlining. Supporters behind him held placards promising “Lower Prices” and “Bigger Paycheques,” reinforcing the intended theme.

But the reset never fully landed.

The president’s remarks on the economy were repeatedly interrupted by digressions that drew cheers from the crowd but diluted the core message. While explaining negotiations around drug pricing, Trump slipped into a mock French accent to impersonate Emmanuel Macron. Moments later, he pivoted to recounting political battles from years ago, including a crowd-pleasing reminiscence about defeating Hillary Clinton.

Even when addressing unemployment figures, Trump veered into personal justification, arguing that rising joblessness reflected his willingness to fire government workers rather than economic weakness. The argument landed unevenly, especially as many voters remain concerned about job security rather than bureaucratic efficiency.

For advisors eager to see a disciplined economic case, these diversions were familiar and frustrating.

As the speech wore on, Trump’s focus drifted further from affordability. He revisited investigations that shadowed him after leaving office, attacking the US Justice Department and floating the idea of awarding himself an enormous settlement, which he joked he might donate to charity. He also took aim at the news media and at Georgia Republican Republican Marjorie Taylor Greene, once an ally and now a vocal critic, whom he derisively renamed on stage.

One of the most talked-about moments came when Trump described how FBI agents, in his telling, had rummaged through his wife Melania Trump’s belongings during the 2022 Mar-a-Lago search. The anecdote spiralled into a detailed aside about how she organizes her lingerie drawer, a detour that underscored how far the speech had wandered from economic policy.

Trump’s interactions with the crowd added to the sense of improvisation. He commented on hats, furniture craftsmanship, and the aesthetics of chair arms, drawing on his past as a hotelier. He praised volunteers, critiqued thread colours, and lingered on personal preferences that had little connection to inflation or prices.

He also addressed recent speculation about his health and stamina, referencing cognitive tests he says he passed and assuring supporters he would be transparent if his condition declined. It was another example of how personal narrative repeatedly displaced policy argument.

Much of Trump’s economic case rests on blaming his predecessor, arguing he inherited a disaster from Joe Biden. Yet inflation stood at around three percent when Trump took office and has since edged only slightly lower, complicating the narrative. Economists have also cautioned that recent inflation dips were influenced by temporary data distortions rather than structural change.

The challenge for Trump is not a lack of material. Voters remain sensitive to prices, healthcare costs, and wages. The challenge is delivery.

By the end, the rally looked like many Trump speeches over the past decade, a free-associative “weave” he openly celebrates. It energizes loyal supporters and reinforces a sense of authenticity, but it also risks alienating voters seeking clarity and reassurance on everyday economic concerns.

As Trump acknowledged himself, he thrives on what he calls “controlled neuroses.” For his allies, the question is whether that style can still carry an economic message that persuades beyond the base, or whether it continues to drown it out.