The Pigskins Shame Spiral is an occasional feature tracking developments related to the name of D.C.’s beloved football team.

Who: The fans who once purchased team merchandise.

Change the name? Yes, arguably?

Why? Despite a 3 percent rise in sales of NFL merchandise overall, sale of items for the Washington football team have dropped 35 percent in the most recent quarter, according to SportsSourceOne, which keeps track of licensed merchandise sales nationwide. An analyst at SportsSourceOne told CNNMoney that “people are having second thoughts about wearing a T-shirt with the logo or name that has now been called racist.” A team rep, however, said the drop was due to the team’s losing season.

Shame Spiral rating: SMDH. At this point, it’s clear that Dan Snyder won’t change the name on principle. If he is ever going to change the name, it’s going to have to be because the name is hitting him deep in the pockets. Merchandise is a start. Next it could be big sponsors pulling out. FedEx, you ready?