Which Pride Flags People Actually Buy, Ranked

Data reflects the trailing 90 days as of mid-2026.

Why does the intersex-inclusive Progress Pride Flag outsell the rainbow?

The intersex-inclusive Progress Pride Flag was designed in 2021 by Valentino Vecchietti, building on Daniel Quasar's 2018 Progress Pride Flag. It adds a yellow field with a purple circle to represent intersex people, on top of the chevron stripes Quasar added for BIPOC community members and the transgender community.

The result is a flag that explicitly includes communities the original rainbow was designed before the language even existed to name. The buying data suggests people are choosing the more specific symbol, not the default one. At 2,267 units against 1,944, the intersex-inclusive Progress design has outsold the rainbow by roughly 17 percent over this sales window.

According to Wikipedia's documented history of the flag, Quasar's original design intent was to address a growing criticism that the rainbow did not visually represent BIPOC people or transgender people. The intersex-inclusive update completed that argument. That evolution is visible in the purchase data.

The rainbow Pride flag is not declining. At 1,944 units it outsells every other flag except the Progress design by a wide margin. What has changed is that it is no longer the only answer to the question of which flag to fly.

Which identity flags do people actually purchase?

The ranking for identity-specific flags follows a pattern that roughly tracks community size, though not perfectly.

The transgender flag leads identity flags at 753 units. This aligns with the size of the transgender population: the Williams Institute at UCLA estimates that approximately 1.6 million adults in the United States identify as transgender, or about 0.6 percent of the adult population. Transgender visibility in particular has been under sustained political pressure since 2020, and purchase data suggests people are responding by making their support visible.

The bisexual flag ranks second among identity flags at 599 units. The bisexual Pride flag was designed in 1998 by Michael Page specifically to counter bisexual erasure, the pattern of bisexual identity being rendered invisible when a bisexual person is in a relationship that reads as either straight or gay. The buying numbers suggest that erasure remains a reason people need visible symbols.

The lesbian flag follows at 382 units, the non-binary flag at 373, and the pansexual flag at 358. All three are consistent sellers with their own dedicated explainers in the flag guide.

Why do statement flags rank so high?

Three of the top seven flags by units are not identity flags at all. The SBNLWK flag (1,571 units), the We're All Human flag (1,010 units), and the Ally flag (714 units) are solidarity and statement designs, meaning they represent a political stance or a commitment to support rather than a specific identity.

The SBNLWK flag carries six statements: Science is real. Black lives matter. No human is illegal. Love is love. Women's rights are human rights. Kindness is everything. At 1,571 units it ranks third overall, ahead of every identity flag on the list.

"The percentage of U.S. adults who self-identify as lesbian, gay, bisexual, transgender, or something other than heterosexual has now surpassed 9 percent, a figure that has held steady since 2024."

That finding comes from Gallup's annual tracking survey, published in 2026.

If 9 percent of U.S. adults now identify as LGBTQ+, a large portion of flag buyers are people who are not part of that 9 percent but want to be visible in their support of it. The post-purchase survey data from 484 Pride Palace respondents puts allies at approximately 23 percent of flag purchases. Statement flags give allies a way to signal support without claiming an identity that is not theirs. That is a function the rainbow flag has always served too, but the SBNLWK and We're All Human designs make the political content explicit rather than implied.

What does this data tell us that search trends cannot?

Search volume tells you what people are asking about. Purchase data tells you what people decided after they thought about it.

These are different things. A person can search "bisexual pride flag" out of curiosity, see the design, find out the colors were chosen to represent attraction to same and different genders, and never buy one. A person who buys one has made a decision about visibility, for themselves or for someone they love.

The top two flags in the ranking, the intersex-inclusive Progress design and the rainbow, both serve as community symbols that do not require a specific identity claim. Their combined 4,211 units out of roughly 9,700 total across the 11 flags listed here means about 43 percent of purchases are for the two broadest symbols. The remaining 57 percent are identity-specific or statement-specific choices.

That breakdown suggests a community that is moving toward more specific self-representation rather than away from it. People know the rainbow is the shorthand. They are also buying the flag that names their particular experience.

Every Pride flag we carry is in the shop, with the full history and meaning of each design at the flag guide. All sales benefit LGBTQ+ charities.

Frequently asked questions

Last updated: September 8, 2026