I think the answer is that Democrats tried to run on normalcy and decency - that aligns with what most Democratic voters want, but it does not exactly energize the electorate. But Trump was able to reach just enough of the infrequent/disinterested voters to win. Some loved the racism, others loved the sexism, still others just liked that politics was interesting under Trump, unlike boring Biden. Trump said he would reduce egg prices. Biden/Harris tried to explain to competing market forces that worked against a more rigid elasticity in egg prices.
I have totally come around on this issue that you must be 100% media literate - in all forms of media - to reach large portions of possible voters, and constantly bullsh|t everyone. Trump promised everything to every group on every platform he could find.