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The two premier statewide elections this fall are Democrats’ to lose, but they have a lot to prove.
Many Democrats won’t be satisfied with simply eking out a win — they are banking on resounding victories from Rep. Mikie Sherrill of New Jersey and former Rep. Abigail Spanberger of Virginia. The gubernatorial nominees, who are leaning into their national security pedigrees, are carrying the weight of a party’s expectations.
The party is looking to them to springboard Democrats into next year’s midterms, with control of Congress up for grabs. They’re eager to show that 2024’s drubbing was an anomaly.
“Democrats should be optimistic about these two races, but you know, the lesson from 2024 is we can’t take anything for granted,” said veteran Democratic strategist Simon Rosenberg, who added that President Donald Trump’s mastery of dominating news coverage runs the risk of drowning out his rivals’ economic messaging.
After Democratic overperformances in local elections across the country this year, the party is bullish on their prospects. Recent polling has Sherrill and Spanberger leading their Republican opponents, Jack Ciattarelli and Virginia Lt. Gov. Winsome Earle-Sears, respectively.
When pushed, operatives express more confidence about Virginia, and acknowledge maintaining their grip on the governor’s mansion in New Jersey for the third consecutive cycle presents a tougher challenge.
National Democrats have committed what they called some of their largest initial investments in these states — $1.5 million each in New Jersey and Virginia — to boost Sherrill and Spanberger. A group backed by the Democratic Governors Association also placed $20 million in advertisements in New Jersey, around twice as much as the DGA-backed group did in 2021.
The political climate in Virginia and New Jersey is far better than what they’re facing in some battleground races next November. But the fear of being toppled by Republican nominees in states where Trump gained ground is adding pressure to the Sherrill and Spanberger campaigns, as are looming questions of whether they can unify their fractured coalition that cost Kamala Harris the election.
With two months before voters head to the polls in New Jersey and Virginia — and just weeks before early voting starts — here are some issues to watch.
Economy
Democrats are blaming Trump for rising costs as they emphasize affordability — an issue that catapulted him to the White House last year. If successful, that messaging is likely to serve as a blueprint for next year’s midterms.
Rep. Rob Menendez (D-N.J.) argued that Sherrill’s focus on affordability will appeal to those who backed the president because he has “lied about every major campaign promise” regarding cutting costs.
Democrats see this as a way to recapture Black and Hispanic voters, who drifted toward Trump in part because they viewed him as stronger than Harris on the economy.
“Many of the voters, the Latino and Black community, were looking for possible change. They thought Trump would be that change,” said Rep. Nellie Pou (D-N.J.), who represents a diverse district that Trump won last year. “Sadly, he has not delivered on any of the promises he has made. He has not changed the economy, he has not lowered the costs. … I think the Latino and Black community will see him for what he is.”
Democrats are hoping the Trump administration’s recent moves on tariffs and the One Big Beautiful Bill Act will sway voters in November. Republicans, meanwhile, are toying with how to market the megabill to voters ahead of next year’s elections.
This election will put Democrats’ Trump messaging to the test. But while they try to convince voters higher costs are the president’s fault, Ciattarelli and his fellow Republicans say outgoing Democratic Gov. Phil Murphy and Trenton Democrats are to blame.
In Virginia, Democrats are leaning into similar messages on affordability, arguing Trump has broken campaign promises on lowering costs since his return to the White House. The DOGE cuts, which are acutely felt in Northern Virginia suburbs outside of Washington, D.C., are paramount in the campaign as Democrats look to cast Earle-Sears as a cheerleader for Trump’s gutting of the federal workforce.
The Trump Factor
The GOP is hoping they can replicate the party’s success when Trump is not on the ballot — something that helped lift Virginia Republican Glenn Youngkin to the governor’s mansion four years ago. That red wave, however, was short-lived as Democrats successfully flipped control of the lower chamber of the Virginia legislature in 2023. Now Democrats are looking to expand their control of both chambers as well as usher in a clean sweep of all three statewide offices this year by leaning into anti-Trump sentiments.
But the president’s impact is an unknown factor in Virginia. Earle-Sears has yet to receive Trump’s endorsement, which some Republicans are bullish would help her make up ground.
An endorsement “would be a plus,” said Fairfax County GOP chair Katie Gorka. “I know that there are people, especially in Northern Virginia, who are not Trump fans. … But the bottom line is, Trump did really well for a Republican in Northern Virginia.”
In the meantime, Earle-Sears is borrowing from his 2024 culture-war playbook. In a campaign ad released Wednesday, she labeled her Democratic opponent a “woke Washington radical” who “wants boys to play sports and share locker rooms with little girls” and will allow kids to change genders “without telling their parents.”
The Spanberger campaign wants to remind Virginia voters that the Republican nominee, who advocated the Republican Party “move on” from the president just a few years ago, is now fully embracing Trumpism.
In New Jersey, Trump endorsed Ciattarelli in the Republican primary. But it’s unclear if the president’s support will provide a boost among the general electorate, in which Ciattarelli needs to earn the backing of unaffiliated and Democratic voters to chip away at Democrats’ large voter registration advantage. Recent surveys show Trump unpopular with New Jerseyans, and Democrats are confident he will drag Ciattarelli at the polls.
Ciattarelli recently told reporters he appreciates “that the White House isn’t taking a heavy-handed approach” with his race, but offered to “do anything” that Ciattarelli thinks “can help the campaign.”
Ciattarelli criticized the president years ago, and Trump did not endorse the New Jersey Republican in 2021. But Trump now proclaims Ciattarelli as “100 percent MAGA” — something Democrats are eager to remind voters of. Ciattarelli argues that Democrats are more focused on talking about Trump than New Jersey.
Who will boost Democratic enthusiasm?
While Republicans can rally the base around Trump this November, Democrats lack that clear leader.
When asked about whether a campaign appearance from Harris would benefit Sherrill, New Jersey Democratic Party Chair LeRoy Jones said he is focused on “utilizing the celebrity base in New Jersey that we have,” and cited Sen. Cory Booker and Newark Mayor Ras Baraka, the latter of whom came in second place during the June Democratic primary for governor.
“We have a number of individuals that give that turnout prowess,” he said.
Former President Barack Obama held rallies for Murphy and former New Jersey Gov. Jon Corzine, as well as Virginia nominees Ralph Northam and Terry McAuliffe. Though he hasn’t announced plans in either state yet, he participated in a fundraiser earlier this summer for Sherrill.
At least one potential 2028 Democratic White House candidate, Maryland Gov. Wes Moore, is planning to campaign for Sherrill and Spanberger in the closing stretch of the campaign.
Black and Hispanic voters
Across the country, Republicans are looking to replicate Trump’s inroads with Black and Hispanic voters. New Jersey and Virginia will be the first post-2024 test of whether they are able to achieve that.
In the primary, Sherrill had a lower share of the vote in areas with large Black and Hispanic populations, and some have warned that Democrats are at risk of continuing to lose those voters. Ciattarelli and Sherrill are working to engage those communities, and Sherrill recently got a notable boost with an endorsement from Baraka, who performed well in areas with large Black and Hispanic populations in the primary.
In Virginia, Republicans tout their diverse slate of candidates, with a Black woman running atop the ticket, an openly gay lieutenant governor candidate in John Reid and incumbent attorney general Jason Miyares, who is of Cuban descent.
Earle-Sears’ campaign also points to a recent $500,000 donation from Bob Johnson, the co-founder of Black Entertainment Television, as evidence she is making inroads with minority voters while picking up fundraising in the campaign’s final stretch. Spanberger enjoys a hefty 3-to-1 cash advantage, according to recent state campaign finance reports.
Spanberger was forced to play defense after a woman held a racially divisive sign last month at a campaign rally targeting the lieutenant governor. “Hey Winsome, if trans can’t share your bathroom, then blacks can’t share my water fountain,” the sign read. Spanberger said in a social media post the sign was “racist and abhorrent.”
Democrats counter that their own diverse ticket, which includes an Indian-born woman as lieutenant governor nominee and a Black man running for attorney general, better represent the values of voters of the state than their GOP counterparts. The party also vows their ticket will, unlike the Republicans, work to protect residents from the federal government overreach.
“Folks aren’t fooled in this campaign,” said Lamont Bagby, a state senator and chair of Virginia’s Democratic Party. “When we needed them to push back on the Trump administration … they did not.”
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