On September 1st, which is Labor Day in the United States when key markets including US stocks are closed, cryptocurrency traders had their first opportunity to buy and sell WLFI tokens associated with the Trump family.

WLFI is a governance token issued by World Liberty Financial, initially designed for voting on protocol improvement proposals, which began trading on September 1st. Early investors (excluding founders like Donald Trump Jr. and Eric Trump) can only sell up to 20% of their holdings, with the remainder remaining non-tradeable.

This market debut will serve as a crucial test of how much the "Trump" name can drive up the value of this one-year-old project with 100 billion tokens.

Messari analyst Dylan Bane called the 20% selling restriction "a common circulation management strategy." He explained that by limiting early liquidity, projects reduce short-term selling pressure and stabilize prices while improving market perception.

Data shows the token is trading at approximately 34 cents across most exchanges, down from peaks above 40 cents a week ago.

If WLFI continues trading around 34 cents, based on its total supply of 100 billion tokens, the token's fully diluted market cap could reach $34 billion, making it the ninth-largest cryptocurrency, displacing TRX Gold and pushing Dogecoin (DOGE) out of the top ten.

Analysts note that if prices remain stable, based on the approximately 5 billion tokens in circulating supply set to unlock, WLFI's market cap would be around $1.7 billion.

In the crypto space, rankings often determine capital flows. Websites like CoinMarketCap.com typically rank tokens by price multiplied by circulating supply, and these rankings in turn often dictate fund flows. However, few tokens have been as closely connected to centers of power as WLFI.

Trader Morten Christensen, who holds WLFI and profited from buying and selling Trump's meme coin within hours of its launch, has a different perspective.

"With low circulation, it's easier to pump the price. It's a nice, explosive combination," Christensen said. He expects to cash out from WLFI within days.

Over the past year, the Trump family has launched a series of crypto products and businesses, from dollar-pegged stablecoins to Bitcoin mining and digital asset funds, each extending the family brand into new corners of speculative finance.

Before taking office, Trump promoted World Liberty Financial on social media and helped launch it; he and co-founder Steven Witkoff are now listed as "honorary advisors" on the company's official website.

Since returning to the White House, Trump has signed stablecoin-related legislation and appointed crypto-friendly regulators, while his sons have led the family business into a series of crypto ventures. WLFI supporters say their goal is to connect traditional finance with the open economy, aiming to attract retail investors and liquidity.

The Trump family holds considerable stakes in World Liberty Financial. The entity associated with the president and his family members, DT Marks DEFI LLC, holds a 38% stake in WLF Holdco, which controls World Liberty Financial and its net revenues. The entity and family also hold 22.5 billion WLFI tokens and receive fees equivalent to 75% of token sale revenues.

Tokens held by founders will remain non-tradeable until WLFI holders vote on an unlock schedule. Meanwhile, retail holders have varying plans.

A survey conducted in a WLFI Discord group showed that among investors holding at least 1 million WLFI tokens, many small holders plan to sell when prices reach 47 cents. Group operator Vincent Deriu said large holders hope to hold until prices reach $1 or higher.

Many expect to sell only part of their 20% allocation, perhaps to buy something they desire. "Like a Lamborghini. For many 'whales,' this is effortless," he said.

WLFI holder Bruno Ver said he plans to sell about 10% of his position after trading begins. He believes token prices could rise to 35-50 cents. "I will definitely spend the money on my family. I've already told my wife we're going on a cruise in September," he said.