The Local Girl 
Congressman Josh Gottheimer (NJ-5) announced a proposal to reward retailers for selling New Jersey state pride merchandise. Rep. Gottheimer was motivated by seeing too much “I ❤️ NY” merchandise in New Jersey and knowing that thousands of visitors will be coming to New Jersey this summer for the World Cup matches. Read on for more about the Jersey Pride Tax Credit proposal.
About the Proposal
On Monday, April 27th, Rep. Gottenheimer hosted a press conference at Newark airport, where he pointed out how much of the merchandise in stores there referred to NY, not New Jersey. “Nothing pisses me off more than when I get on an airplane here, and, in my face, is a row of shirts in a store screaming, ‘I Love New York.’ Really? We just landed in Jersey,” said Rep. Gottheimer. “Or, how about this one: you’re driving along the Parkway, hop into the Jon Bon Jovi rest stop, and what do you see? ‘I Love New York’ hats, t-shirts, and snow globes. It makes me want to spit out my coffee.”
He continued. “This isn’t just about Jersey pride. It’s also about helping our small businesses and the jobs they create, promoting our more than 130-mile Shore, lakes, shops, restaurants, and apparel companies, and getting in front of customers where it matters most.”
The legislation aims to support small businesses, boost job creation, and highlight New Jersey’s economic and cultural contributions.
Read more: Why Are Europeans Planning On Walking To MetLife For The World Cup?
The bill would create a tax credit for businesses that sell New Jersey-branded products in airports, train stations and rest stops, and it would require priority retail space in major transit hubs. Businesses that participate and meet the requirements will be eligible for a 25% tax credit.
Rep. Gottheimer touched on the incoming flux of visitors related to the World Cup matches and festivities. “This is especially critical with the World Cup fast approaching. Millions of people from around the world will be landing here to watch one of the 8 games, and, with practice fields up and down the state, and 5 fan fests, people will be driving up and down the Turnpike and Parkway. This is our moment to spread that pride all over the world,” he said.
See more: NJ Lawmakers Propose Temporary Sales Tax Hike for 2026 FIFA World Cup
To move the proposal ahead, Rep. Gottheimer said he would be contacting the Port Authority with the same message of encouraging New Jersey-specific products. “They should be rewarded for selling Jersey-branded products here in Jersey,” he said.
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