When you’re standing in line somewhere, for coffee, or at a store, and walking through a busy office building, take a moment to look at what people are carrying. Just about everyone – even kids – carry something to carry many somethings. Beyond fashion purses and designer briefcases, look at how they may be embellished, and notice the wide variety of styles, colors/patterns and fabrications.
And notice not only the high number but the variety of people are toting a logoed bag with them.
“Modern living is about being on the move,” observes Carrie Lewis of BIC Graphic. Whether transporting kids to practice and play dates, meeting friends and family for social activities or traveling for both business and leisure, quality bags have become essential for active lifestyles.
Lindsey Schultz of Imagen Brands agrees, adding that our typical lifestyles are fast paced and on-the-go, dictating the need to carry items for multiple events occurring in a single day. “People will keep promotional bags for long periods at a time, and they will reuse them at a high rate,” she comments. “The wide variety of bags, their uses and applications make the concept of a promotional bag attractive for any marketing campaign.”
Dave Porter of Sportsman Cap and Bag observes that “one of the most identifiable things about a person is the accessories he or she carries, and a bag is the perfect accessory based on functionality and fashion. Because of this, many companies have been investing in purchasing promotional bags to increase brand awareness in a smart, affordable way.”
Lewis points out that the number of internet-connected devices rose to 13 per household in 2017. Promo bags with tech features like padded laptop compartments, tech-centric organizers, and access ports for chargers or headphones allow the user to be connected and safely transport devices on-the-go, she says.
Totes are a huge sector of bags, so much so, it’s also a verb. Trade and consumer shows (such as annual home and garden shows, auto shows, boat shows, etc.), are also grand opportunities for totes and other bags, such as coolers (perfect for outdoor and boat shows).
Totes are also gaining appeal as eco-consciousness and activism gains intensity across the country. As Lewis points out, California became the first state to ban single-use plastic bags in 2017, an action that will likely cause more migration away from disposable plastic bags. “Totes are no longer just for the eco-conscious and have huge marketing power as people are increasingly using them for more than just shopping,” she comments. Sturdy totes can showcase the carriers’ unique interests and brand loyalty.
There are other key trends as well. For example, offers Alan Tabasky of BEL USA, top trends in BEL USA’s bag category have been mixed materials and patterns, and mid-range bags. “We see non-woven not growing as in the past, and jutes and mixed materials like canvas backpacks with suede bottoms gaining a lot of ground.
Schultz sees current trend in bags revolving around functionality, as consumers gravitate to those with pockets and inserts big enough to use for items for business and personal use.
As the past few years have shown, an increasing number of young working professionals are sporting backpacks over briefcases or messenger bags, notes Lewis. Backpacks are not just for students anymore. “Drawstring backpacks in premium materials are a big hit with students, outdoor enthusiasts and travelers for their lightweight convenience,” she elaborates. “Look for two-tone polyester and ripstop fabrics that elevate a traditional drawstring, highlight the imprint area and extend their lifespan.”
Styles in this sector available from BIC Graphic include: the rucksack-style KAPSTON™ Jaxon Backpack (15861), Ripstop Sport Drawstring (15926), and Henley Rope Tote. (15911).
Sportsman Cap and Bag, according to Porter, added new bag styles to its Puma (PSC1031 & PSC1030), Brookson Bay (BB400 & BB500), Dri Duck (1039) and Champion (CH105109 & CH105104) brands.
BEL USA’s Jute and Cotton Tote Bag (ATOT235) is, Tabasky describes, “a great looking bag for resorts and retail promotions. Beach style bags like our ATOT242 is another winner. It’s also jute and cotton with a heavy rope handle.
BIC Graphics also has several new bag styles this year. Its KOOZIE® Olympus 24-Can Kooler (15907) is made with water-resistant tarpaulin with a heat-sealed PEVA liner. It holds 24 cans plus ice in the main zippered compartment, and has a front zippered pocket, attached bottle opener, wrapped carry handles and padded shoulder strap. Think outdoor promotions, tailgating, and hunting/fishing/camping.
The supplier’s KAPSTON Pierce Tote-Pack (15932) is a combination tote and backpack, with laptop sleeve, front slip pocket with PU closure, side water bottle pocket, and adjustable padded shoulder straps with PU closure to secure in place.
Sales Advice
With so many options and opportunities, a presentation strategy for bags will go a long way to expediting the sale. Tabasky relates that what works with BEL USA’s distributors is showing the retail trends and below-retail pricing. For example, the supplier’s ATOT242 I mentioned above has an EQP retail price of $5.49( c ), but in retail, will sell for $20 to $30 with a resort logo
One of the biggest selling tips Sportsman Cap and Bag gives for bags, says Porter, is to break them down into price segments. “We present styles at under $5, $5 to $10, $10 to $20 and $20+. Presenting a variety of styles from totes to backpacks to duffle bags in specific price segments—which is often the bottom line for buyers—resonates with them,” he says.
Another attribute about bags that may resonate with buyers is that they can be positioned creatively as a promotional/marketing campaign starter. Position the bag as the primary item, and every other promotional item can be related – journals, earbuds, water bottles, T-shirts, headwear, etc.
Not only give the end-user the bag but supply him/her with the items throughout the year that they will carry within. And then you can say that your sales are truly “in the bag!”
CASE STUDY:
Carrie Lewis of BIC Graphic: “A craft brewery was incorporating a gift shop into its business model to create a new revenue stream while promoting its brand message. The brewery loved the versatility of KOOZIE® Expandable Lunch Kooler (15883) accommodating cans or bottles and felt the quality aligned with their high-quality product. The koolers were sold in the brewery retail area and on their website. The initial order sold out faster than the brewery anticipated, and this has turned into a regular repeat order. It has also consistently remained in the top five products sold online for the company.
“A bridal show organizer wanted a cost-effective convention tote for an upcoming expo. Their bag sponsor like the price point of our Non-Woven Shimmer Tote (15923) with the added detail of the shimmer pattern. The organizer expected attendees would be more likely to keep this bag for a longer time due to the unique design. The totes were given to attendees at the show entrance. The imprint included the show logo, bag sponsor logo and website. The show organizer has ordered this tote for another spring show and plans to place additional orders for two other events this year.”