I'd be interested in the stats, but my perception is that he (and his products) are much more well-known now than before. I always saw his foray into politics as a very aggressive niching strategy. He saw Trump's momentum and hitched his wagon.

He might have lost Costco and their low margins, but he picked up an army of high-margin D2C sympathizers who have been shown to be generous with their money (if the cause is right).