Lanyard and badges have always been vital to recognize employees in a wide variety of industries; however, current times have resulted in these items’ increasing importance to properly identify workers when masks and/or face shields are becoming the norm to provide a layer of protection during the COVID-19 crisis. Suppliers note that demand is on the rise for these products and is expected to continue well into 2021.
According to Josh Robbins at Vault Promotions, there has been an uptick in certain market sectors using lanyards and badges—particularly health care, grocery stores/specialty markets, and delivery services. “The health care industry uses many types of badges and the demand is growing daily,” he comments. “From standard photo identification for hospital workers, to general staff badges in health insurance agencies, to walk-in clinics, most in this profession utilize badges through a program. With the increase in demand for health care, we have seen the amount of new clinics, hospitals, temporary care stations, and volunteers skyrocket.”
Robbins continues that grocery stores and markets continue to be swamped, with the stores hiring new workers as quickly as possible to keep up with the demand. “This of course means they need to outfit the new staff with uniforms and badges,” he comments. “These have largely been some of the more economical and temporary badge styles, although many are also ramping up their usage of personalized badges for their management and higher staff through programs.”
Delivery services have never been more in demand as many are staying home and practicing social distancing, Robbins adds. “Although a good portion of these drivers are through Amazon, Grubhub, UberEats, etc., there are many new delivery services and third parties handling the influx of their business, including the grocers we discussed above,” he says. “Many local restaurants are also now doing deliveries to their communities. Often times these drivers are required to wear photo identification when delivering to residential areas. These companies are in desperate need of a partner to provide a badge solution that can deliver personalized IDs quickly and cost-effectively.”
As for trends in this category, BIC Graphic’s Carrie Lewis reports that lanyards that offer a choice of clip are currently working double-duty as both a place to carry identification and a spot to hold face masks when not in use. “Simply slip a mask ear loop into the hook and it will be easily accessible when going out in public spaces,” she comments. “The same idea also works when offering lanyards as an add-on with touchless tools, which are ideal for end users who may not always carry a key ring throughout the day, like college students or professionals in a large office environment.”
Full-color and variable data (personalization) are what is trending at ID Line. “If clients can create the image or brand on the computer, they want it on their badges—including the full features of full-color printing,” Eric Johnson elaborates. “And they also want personalization down to the individual piece. Another aspect of this is the ability of the individual to customize their name tag how they want, while staying within any corporate parameters.” He adds that customization options include dry erase, permanent markers, or chalk.
Demand for both lanyards and badges has been skyrocketing, Robbins at Vault Promotions asserts—especially over the past five to six weeks. “We believe that many of the companies that had to furlough their employees are now bringing them back on or hiring new staff to replace those who were let go,” he says. “This shuffle in personnel has led to a major increase in badge demand to help outfit the incoming staff.”
Johnson at ID Line agrees with Robbins. While he aacknowledges that demand at the company has not been that strong recently, it has been increasing as the country begins to reopen. “The need to brand and recognize staff members is important to make the feel like part of the team,” he affirms. “Combine PPE Face Mask and Photo ID Tags, and then you have the ‘anonymous employee’ situation solved!”
Students returning to school also provides a boost to this sector of the promotional products market, Lewis at BIC Graphic maintains. “The back-to-school season is always a great time for lanyards because colleges and universities supply them for their students,” she says. “Even with some attendees opting to stay home, full-color lanyards that show off school spirit are popular to provide alongside student IDs—whether handed out in person or sent through the mail.”
Lewis points to the new #32209 Satin Screen Print Lanyard as a popular choice because the material is light and smooth. “Plus, with a wide range of colors and custom options available upon request, this is a great choice for almost any brand or message,” she states. “The #65066 Caring Heart Retractable Badge Holder is a top seller for both awareness campaigns and the healthcare vertical market. The red color works well with corporate branding, blood donation centers, and heart heath awareness. Or, the option to add a full-color imprint works well for almost any campaign focused on caring.”
Over at ID Line, Johnson is relying on the adage, “Everything old is new again,” with function emerging as a major theme. “Put the company brand on it, the name, and make it easy to wear and you have a total solutions package!” he states. “Best sellers are always the full-color badge and the traditional screened and engraved badge. We can ‘dress’ these up by doing a custom shape or add a frame—while this adds to the cost, it does make the tags unique for the company.”
Photo identification badges are the most popular styles at Vault Promotions. “This has really increased lately with the influx of delivery services and drivers, and I believe also because of the usage of masks,” Robbins explains. “Many people have started to purchase photo IDs as it can show the employee’s full face, which is usually hidden behind a face mask currently. The addition of their maskless face on the badge helps to bring a sense of normalcy to otherwise crazy times.”
While so many events remain on hold due to COVID-19, Lewis at BIC Graphic stresses that there is still an “exceptional” need for identification promos like lanyards and badges. “Essential workers who are required to wear masks may need to have ID easily accessible to maintain workplace security and safety while out in the community,” she states. “As everyone navigates the changes brought on by COVID-19, there is still going to be a need for lanyards and badges within vertical markets like healthcare, technology, and education/collegiate.”
Robbins at Vault Promotions recommends that distributors ask their customers about lanyards and badges. “Most people are not intentional about actually pursuing a sale of name badges,” he notes. “It's generally an afterthought item or something that they are asked about from the client specifically. My advice would be to ask where they are currently receiving their badges from, what they are paying, and if it is a hassle.”
ID Line’s Johnson expands on Robbins’s sentiments. “Ask questions: Full-color? Personalized? Shapes? Material (plastic/metal/wood)?” he concludes, adding that the ultimate goal is to build a long-term relationship.