The majority of Americans who voted, at least in the swing states, have voted for the republicans. Why? Do the republican policies reflect popular opinion? Or is it that their vibes are more aligned with the public? Or maybe people are worse off now than they were 4 years ago and are hoping to turn back time? As a non-american I don't quite get it. People must think their lives will materially improve under the republicans, but why?
The democrats' main pitch was: We are doing a shitty job, but the other team will be worse.
The republicans' main pitch was: They are doing a shitty job, we wont.
Democrats main offer was doing what the republicans did. Why go for a cheap knockoff that's only in it for the votes, when you can get genuine homemade rabid racism? The democrats have nothing to offer and they're not even willing to admit shit is fucked. Republicans have lots of stuff to offer: Fascism and they are willing to admit shit is fucked (because of immigrants, not the rich)
If you're an average voter and your choice is between someone offering to do genocide while denying it and someone offering to do genocide while enjoying it, then the average voter (who is a fascist) will go for the ones who are open about it.
On top of that the democrats method of campaigning via smug condescention and veiled threats does not do them any favours. Pointing at a graph and saying "you don't get it, inflation is going down!" (which just means it's going up slower) to a person who has to choose between paying utilities or eating every day, isn't a good idea if you want that person to vote for you.
It also doesn't help that democrats do anything they can to kneecap their own strong grassroots movements (See: Bernie Sanders being fucked over in the primaries two elections in a row, the dems turning on #metoo, the dems marginalising the BLM activists that won them georgia in 2020)
I think you can go simpler than this, or rather I don't think fascism necessarily has broad appeal. It's the same take I have from when they kept trying to rail against "populism" At the end of the day when everything is fucked up but the system is "working as intended" people have a lot of motivation to want change. It may not be likely they'll get what they want but staying the course is pretty clearly a disaster.
Oh I just put in fascism to make it clear I don't think they will actually do anything good. They're not out and proud fascists.