It was tax day in New Jersey—April 15—and while most people were reluctantly crunching numbers or checking their returns, Congressman Josh Gottheimer was out making headlines and staking a very firm claim to his favorite campaign drumbeat: tax cuts.
Standing near a state tax office alongside Route 208, with cars rushing past and a “Cut Taxes Now” sign hoisted above his head, Gottheimer used the symbolic date to hammer home a message that’s become central to his gubernatorial run: New Jersey residents are overtaxed, overstressed, and over it.
“I’m obsessed with this issue,” he said, rhetorically asking—and answering—why tax relief is his main focus. “People tell me in diners, grocery stores, walking around—they feel crushed. They’re being nickeled and dimed at every turn.”
If his goal was to make a statement, mission accomplished.
A Message Aimed Across Party Lines
Tax relief is a hot-button issue in New Jersey, especially with a high cost of living and a property tax rate that consistently ranks among the highest in the country. But the twist here is Gottheimer’s delivery. While tax-cutting language is traditionally associated with Republicans, the Bergen County Democrat is confidently putting affordability front and center—even as he competes for votes in a Democratic primary.
So will this message land with progressive-leaning primary voters? Gottheimer thinks so.
“It’s not even close,” he said, when asked what the number one issue on voters’ minds is. “Whether you’re a Democrat, a Republican, or an Independent, people are struggling to make ends meet. That’s the core issue here.”
Gottheimer believes that tackling affordability head-on is not only viable but necessary for any Democrat who hopes to lead New Jersey into the future.
A Plan for the Pocketbook
Earlier this year, Gottheimer released a detailed affordability plan packed with proposals meant to bring tangible relief to New Jersey families. The plan includes expanded tax credits for low- and middle-income earners, rental assistance, and even incentives to attract new residents and businesses to the state. Perhaps most boldly, he wants to cut both income and property taxes—an ambitious dual-pronged promise.
Critics might say such plans sound good on paper but face major legislative and budgetary hurdles. Gottheimer, however, insists the numbers can add up with proper fiscal planning, smarter spending, and creative policy design.
Drawing Lines Around Trump’s Legacy
Gottheimer also used the moment to distance himself—and New Jersey residents—from the legacy of Donald Trump’s tax policies. Specifically, he took aim at the State and Local Tax (SALT) deduction cap, which was introduced under Trump’s first term and continues to financially disadvantage homeowners in high-tax states like New Jersey.
“That $10,000 SALT cap has hammered families in this state,” he said. “It’s the kind of thing that fuels out-migration and deepens economic stress.”
He also warned that tariff instability—another remnant of Trump-era economic strategies—further muddies the financial waters for working families and small businesses.
A General Election Mindset in a Primary Fight
Though he’s still in the primary phase of his campaign, Gottheimer clearly has an eye on the general election landscape. He pointed out that Kamala Harris only won New Jersey by six points in 2020, implying that the state’s blue status isn’t as firm as many assume. Notably, he also reminded voters that he outperformed Harris in his own 5th District by a wide margin.
“This is going to be a tough November,” he said bluntly. “We can’t afford to take anything for granted.”
That might explain why he’s positioning himself not just as a Democrat, but as a problem-solver focused on issues that resonate across the political spectrum—particularly those that hit residents in the wallet.
A High-Stakes Bet on Affordability
Gottheimer is making a calculated bet that fiscal issues will dominate the political conversation in 2025, and that New Jerseyans will respond to a candidate who’s laser-focused on cost-of-living concerns.
For now, his campaign is all about driving home the same consistent message—over and over again.
“People want to live here, raise their kids here, retire here,” he said. “But the way things are going, they’re getting pushed out. That has to change. And I’m going to fight like hell to change it.”
Whether his obsession with tax relief will resonate with the broader Democratic base remains to be seen, but one thing’s for sure—Gottheimer isn’t backing down from it anytime soon.
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