New Jersey Lawmaker Proposes “Jersey Pride Tax Credit” Amid Growing Trend of Targeted Democratic Tax Incentives

Rep. Josh Gottheimer (D-NJ) introduced legislation creating a 25 percent tax credit for businesses that sell New Jersey-branded merchandise in airports, train stations, and rest stops. The measure aims to counter the prominence of New York-themed items at Newark Airport, which Gottheimer has described as a personal irritation.

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New Jersey’s approach to state pride has included promoting branded merchandise at travel hubs, prompting public officials to consider legislative measures.

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Georgia candidate Keisha Lance Bottoms wants to eliminate income tax for teachers. Rep. Marie Gluesenkamp Perez (WA) seeks to exempt police officers from federal income tax on the first $100,000. Sen. Cory Booker’s “Keep Your Pay Act” would remove federal tax for married couples earning up to $75,000. Sen. Chris Van Hollen proposes a $92,000 household threshold. California candidate Katie Porter aims to exempt the first $100,000 of family income from state tax.

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The credit offers a 25 percent rate. Federal proposals would erase income tax for about 60 percent of households (Penn Wharton and Yale Budget Labs). Thresholds span $75,000 (Booker) to $92,000 (Van Hollen) and $100,000 for teacher, police, and Porter plans.

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Supporters say the credit would enhance state branding and help local vendors; critics describe the tax breaks as costly, regressive, and aimed at winning over voters.

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Gottheimer says the credit would give businesses a tangible benefit for showcasing New Jersey products in airports, train stations, and rest stops. Other proponents frame their proposals as direct relief for teachers, police officers, and middle-income families.

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Analysts describe the wave of proposals as a shift from broader progressive tax reforms toward “bizarrely niche, costly, and sometimes regressive” incentives that prioritize voter-specific payoffs over systemic revenue considerations.

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• “Nothing pisses me off more than when I get off an airplane here at Newark . . . and in my face is often a row of shirts in a store screaming, ‘I Love New York.’ Really? We just landed in Jersey,” — Rep. Josh Gottheimer (D-NJ)

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• “Makes me want to spit out my coffee,” — Rep. Josh Gottheimer (D-NJ)

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• “This would mean wiping out all income tax obligations for about 60 percent of households, according to calculations done for me by both the Penn Wharton Budget Model and the Yale Budget Lab.” — The Bulwark author

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• “In other words, via the tax code, Dems have sought out a thousand and one little voter payoffs.” — The Bulwark author

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