Bush was the first person to win a U.S. presidential election with fewer popular votes than another candidate since Benjamin Harrison in 1888.[80]

2004 presidential candidacy
Main articles: George W. Bush 2004 presidential campaign and 2004 United States presidential election
2004 electoral vote results
George W. Bush re-election campaign stop in Grand Rapids, Michigan
In his 2004 bid for re-election, Bush commanded broad support in the Republican Party and did not encounter a primary challenge. He appointed Ken Mehlman as campaign manager, and Karl Rove devised a political strategy.[81] Bush and the Republican platform emphasized a strong commitment to the wars in Iraq and Afghanistan,[82] support for the USA PATRIOT Act,[83] a renewed shift in policy for constitutional amendments banning abortion and same-sex marriage,[82][84] reforming Social Security to create private investment accounts,[82] creation of an ownership society,[82] and opposing mandatory carbon emissions controls.[85] Bush also called for the implementation of a guest worker program for immigrants,[82] which was criticized by conservatives.[86]
The Bush campaign advertised across the U.S. against Democratic candidates, including Bush's emerging opponent, Massachusetts Senator John Kerry. 