The shadow Democratic presidential primary is kicking off, with potential contenders ramping up their appearances in key battleground states.

Former Transportation Secretary Pete Buttigieg is slated to take part in a VoteVets town hall in the early-contest state of Iowa on Tuesday, while Maryland Gov. Wes Moore (D) is set to headline the South Carolina Democratic Party’s Blue Palmetto Dinner later this month. And Sen. Ruben Gallego (D-Ariz.) attended a town hall in the critical swing county of Bucks County, Pa., on Saturday.

The visits come as Democrats struggle to form a cohesive message in the second Trump era following a slew of losses in 2024. But the party’s strategists argue the emerging shadow primary is not as much about ideology but rather about who can land the most effective punch against Republicans.

“That’s where you’re seeing some of the cream rise to the top,” said Mike Nellis, a Democratic strategist and former senior adviser to former Vice President Kamala Harris. “Who understands this moment, can command attention and can move the ball forward?”

Democrats have grappled with how to respond to President Trump and Republicans’ control of both ends of Pennsylvania Avenue, but some of the potential 2028 hopefuls have already begun showcasing their responses.

Illinois Gov. JB Pritzker (D) called for “mass protests, mobilization, and disruption” against the Trump administration, saying last month that “Republicans cannot know a moment of peace.”

Michigan Gov. Gretchen Whitmer (D) has taken a different approach. While........

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