The umbrellas market--like so many other promotional product categories—suffered a slowdown during the pandemic. That said, with many businesses reopening and in-person events on the rise, demand is steadily climbing, and suppliers predict this will continue right into the holiday season. Since rainy weather happens all over the country, there is a need for umbrellas, and suppliers continue to make advancements and improvements in this lucrative product category.
Kyle Boronky at PCNA reveals the outdoor trend is in full swing. “The pandemic has shifted more and more individuals and events outside,” he says. “As a result, companies are looking for umbrellas to give away at such events. In addition, golf has remained a focus, with the number of rounds played in 2021 up compared to previous years. This has further emphasized the need to highlight umbrellas.”
The focus on the outdoors is also trending at AAA Innovations with a significant increase in outdoor and beach umbrellas since people feel safer spending time outside, according to Jeffrey Nanus. “Our folding umbrellas has also exhibited a huge increase in sales as end users are asking us to drop ship to individuals versus shipping in bulk,” he explains. “This is a direct result of people working from home and companies sending promo items directly to clients instead of handing them out in person.”
At Windbrella, the company has been receiving requests for full-color photos on the underside of the umbrella, Chelsea Heller maintains. “In the promotional products business, suppliers lose sight of the fact that we are decorators,” she notes. “The end user is looking for new ideas on how to promote their products beyond the simple spot color.”
Helen Stromberg at StrombergBrand points to the golf and patio categories as hot right now. “In the past 18 months, rounds of golf nationwide saw substantial growth for the first time in years,” she elaborates. “Playing golf was one of the permitted outdoor activities during COVID-19 restrictions, and everyone took advantage of it! Giving out golf-related promotional gifts was an obvious offshoot of that, and umbrellas are one of the most popular golf items of them all.
“The increase in patio umbrella business also correlates with pandemic requirements,” she continues. “Establishments of all kinds—many serving food, but a host of other industries have gotten in on it, too—needed to establish outdoor seating areas, where patrons, employees, patients or visitors could congregate safely outside. Even as restrictions eased, however, both golf and patio continued to boom. We’re seeing them both as the ‘new normal.’”
While suppliers have relied on tried-and-true sellers for years, there are some new umbrella styles generating excitement. AAA Innovations is about to launch three great new umbrellas, Nanus enthuses. “The first is patented and lights up in a very exciting and new way,” he comments. “The second is the first ever folding clear bubble umbrella. The third is a price leader in the folding umbrella category—the strongest umbrella in the industry at a $4.25 price point.”
Furthermore, Nanus explains that all of the company’s umbrellas come with RainAlertz ™, a patented mobile app that sends a branded alert to the end user whenever there is a 60 percent chance of rain. Plus, the company has removed all extra packaging and plastic, and ship each umbrella in an eco-friendly, recycled kraft paper sleeve.
StrombergBrand just launched the SB-7100 Dashboard Defender–UV Car Windshield Umbrella. Stromberg says reception has been outstanding, explaining that is designed like a folding umbrella but it opens to windshield dimensions, protecting the dashboard from fading and keeping the vehicle cooler. “With plenty of stock and a great price point, it’s going to be a big holiday gift item,” she predicts. “Also, we will soon have stock on upscale looking heather fabrics, which we added to our best-selling inverted and folding styles.”
Windbrella is expanding its import program, decorating options, and lower minimums, Heller says, as well as continuing to improve the construction of its frames (which she notes are proprietary to Windbrella) and fabrics. The company’s best sellers continue to be the Georgetown Folder Collection, which is offered in three sizes and various color combinations.
PCNA’s Boronky reports that demand for the company’s totes® branded products has been strong, particularly items such as the 8850-01 totes® 3-Section Auto Open Umbrella since it is compact and easy to travel with. “In terms of styling, inversion umbrellas continue to be some of the best sellers,” he adds. “The 2050-66 48-inch Colorized Manual Inversion Umbrella is currently one of our best sellers in this sub-category.”
Suppliers have the following fair-weather advice when it comes to selling umbrellas, “Distributors have to stop associating umbrellas with only rain,” Windbrella’s Heller urges. “Umbrellas have one of the largest printable areas when it comes to promotional products-thus giving the promotional gift or giveaway.”
Boronky at PCNA could not agree more. “Aside from protection from rain, umbrellas are also a great option if consumers are looking for ways to block the sun during outdoor events,” he comments. “In addition, it’s important to think of this category as a great add-on option for any project. You really can never have too many umbrellas since people tend to keep them in multiple places like their car, garage, or at the office for those days when the unexpected shower or storm hits.”
Case Study
Chelsea Heller, Windbrella
Over many years Windbrella has been a supplier for various high end fundraising dinners. One benefit in specific for the first two years used Windbrella umbrellas as the gift to their donors. The third year they wanted to go with another promotional item. The following day they put in a call to say that for all future events they would be designing umbrellas as their gift because everyone was wondering where their umbrella was. We have supplied this organization with their umbrellas ever since.