She had worked 22 days straight in her job as a technician at an engine plant to save up, and now Daijah Bryant could finally do what she was putting off: Christmas shopping.
Bryant pushed her cart out of a Walmart in Rocky Mount, North Carolina, and loaded her sedan’s backseat with bags of gifts. While they would soon bring joy to her friends and family, it was difficult for the 26-year-old to feel good about the purchases.
“Having to pay bills, if you happen to pay rent and try to do Christmas all at the same time, it is very, very hard,” she said with exasperation.
Ahead of President Donald Trump’s Friday evening visit to Rocky Mount, some residents say they are feeling an economic squeeze that seems hard to escape. The uneasy feeling spans political affiliation in the town, which is split between two largely rural and somewhat impoverished counties, although some were more hopeful than others that there are signs of reprieve on the horizon.
This will be Trump’s second event this month aimed at championing his economic policies ahead of a consequential midterm election next year, both held in presidential battleground states. Similar to Trump’s earlier stop in Pennsylvania, Rocky Mount sits in a U.S. House district that has been historically competitive. But earlier this year, the Republican-controlled legislature redrew the boundaries for the eastern North Carolina district to favor their party as part of Trump’s push to have GOP-led states gerrymander their congressional districts to help his party retain its House majority for the last half of his term.
Rocky Mount may be in a politically advantageous location, but the hardships its residents report mirror the tightening financial strains many Americans say they are feeling, with high prices for groceries, housing and utilities among their top concerns. Polls show persistently high prices have put Americans in a grumpy mood about the state of the economy, which a large majority say is performing poorly.
Trump has insisted the economy is trending upward and the country will see some relief in the new year and beyond. In some cases, he has dismissed affordability concerns and encouraged Americans to decrease their consumption.
‘Without the businesses, it’s dead’
Crimson smokestacks tower over parts of downtown Rocky Mount, reminding the town’s roughly 54,000 residents of its roots as a once-booming tobacco market. Through the heart of downtown, graffiti-covered trains still lug along on the railroad tracks that made Rocky Mount a bustling locomotive hotspot in the last century.
Those days seem long gone for some residents who have watched the town change over decades. Rocky Mount has adapted by tapping into other industries such as manufacturing and biopharmaceuticals, but it’s also had to endure its fair share of challenges. Most recently, financial troubles in the city’s government have meant higher utility prices for residents.
The city has been investing to try to revitalize its downtown, but progress has been slow. Long stretches of empty storefronts that once contained restaurants, furniture shops and drug stores line the streets. Most stores were closed Thursday morning, and not much foot traffic roamed the area.
That’s left Lucy Slep, who co-owns The Miner’s Emporium jewelry store with her husband, waiting for Trump’s promised “Golden Age of America.”
The jewelry store has been in downtown Rocky Mount for nearly four decades, just about as long as the 64-year-old said she has lived in the area. But the deterioration of downtown Rocky Mount has spanned at least a decade, and Slep said she’s still hoping it will come back to life.
“Every downtown in every little town is beautiful,” she said. “But without the businesses, it’s dead.”
Slep’s store hasn’t escaped the challenges other Rocky Mount small businesses have endured. Instead of buying, more people have recently been selling their jewelry to the shop, Slep said.
Customers have been scarce. About a week out from Christmas, the store — with handmade molded walls and ceilings resembling cave walls — sat empty aside from the rows of glass cases containing jewelry. It’s been hard, Slep said, but she and her husband are trying to make it through.
“This year is just not a jewelry Christmas, for whatever reason,” she said.
Better times on the horizon — depending on whom you ask
Slep is already looking ahead to next year for better times. She is confident that Trump’s economic policies — including upcoming tax cuts — will make a marked difference in people’s cost of living. In her eyes, the financial strains people are feeling are residual effects from the Biden administration that eventually will fade.
Optimism about what’s to come under Trump’s economy might also depend on whether residents feel their economic conditions have changed drastically in the past year. Shiva Mrain, an engineer in Rocky Mount, said his family’s situation has not “become worse nor better.” He’s been encouraged by seeing lower gas prices.
Bryant, the engine technician, feels a bit more disillusioned.
She didn’t vote in the last election because she didn’t think either party could enact changes that would improve her life. Nearly a year into the Trump administration, Bryant is still waiting to see whether the president will deliver.
“I can’t really say … that change is coming,” she said. “I don’t think anything is going to change.”
The post ‘This year is just not a jewelry Christmas’: Meet a 64-year-old small businesswoman who’s seen her Main Street decline for the last decade appeared first on Fortune.
