During the seemingly endless days of summer, many people look forward to getting outside and attending their favorite fairs and festivals. Unfortunately, a majority of these events have either been postponed or cancelled. Therefore, distributors that have relied on these events in the past need to shift their focus to remain profitable. This may be the time to consider other outdoor events that are popping up as a result of COVID-19—such as breweries and restaurants. Camps are also reopening with restrictions that need to be addressed with specific products, and the beach may be the “hot” place to be to practice social distancing while soaking up some rays.
Naomi Berkowitz of Picnic Plus by Spectrum believes that people just want to be outside—even if it is only 10 feet from their back porch to enjoy a romantic or family dinner. “I can’t remember any other time in the last 20 years that we’ve had more inquires and sold more picnic fully fitted sets and outdoor products than now!” she says.
Kevin Andrews PCNA’s Kevin Andrews has also noticed an increased demand for outdoor items over the past several months. “As people practiced social distancing, and with much of the country under stay-at-home orders, many were taking to their backyard for entertainment,” he recalls. “This caused a larger interest in outdoor items such as picnic blankets, barbecue kits, coolers, insulated tumblers, and outdoor speakers. Now with some outdoor events beginning and lockdowns easing, we are expecting to see an increase in some of those same items, as well as items from our ‘New Normal’ like face coverings and no contact keychains.
Of course, masks and sanitizers are absolute musts during these uncertain times. Charity Gibson at Peerless notes masks are a top trend for the company, in addition to its ability to provide portable shade and protection from the elements with either personal sized handheld umbrellas, pop-up tents, or larger market/cafe type umbrellas. “There are a lot of people waiting in long lines, being tested outside, or dining outside to ensure proper social distancing,” she remarks. “Umbrellas have become the sunny and rainy-day hero for these situations. Additionally, we are doing well with outdoor games. With people working at home, mental health becomes an issue. Many companies are using our Desktop Corn Hole and outdoor game sets to promote Play at Home along with their work from home initiatives.”
Gibson continues that during the first few weeks of the pandemic, there was a great deal of uncertainty and there was a massive request for the company’s different mask options. “However, now as people are starting to get back to work as things are opening up and we are seeing people looking at appreciation gifts and other welcome back and thank you items, as well as the market umbrellas and tents as we mentioned above,” she adds.
Hand sanitizers continue to be the hottest product in Webb Collection’s line, according to Jake Peterson. “Being Made in the USA recently improving our leadtimes, we are maintaining both quality and improving efficiencies as we move forward in this new business world,” he says. “With the addition of our sanitizer stations, we are able to offer businesses and individuals many options to help keep their hands clean. We are also seeing more requests come in for sunscreen and insect repellent as groups are able to gather for more outdoor activities. Demand continues to be high and we have made investments in additional machinery and staff to continue to meet this demand well into the future.”
Catering to this new and unexpected market is just a matter of thinking outside the box. For example, local breweries that may be holding beer gardens could promote their new offerings with plastic cups, growlers, T-shirts, signage, and outdoor yard games. Many towns are turning their Main Streets into a one-way so restaurants can utilize the sidewalks for outside dining. This could turn into an opportunity to offer canopies, umbrellas, signage, and drinkware. Camps will need lots of sanitizer, sunscreen, cooling neck wraps/face covers, T-shirts, and portable hand washing stations. Finally, more people than ever may be flocking to the beaches or going camping in lieu of destination vacations. Umbrellas, beach towels, flip flops, sunglasses, camp chairs, lanterns, pocketknives, flashlights, and hats are all prime for promotional consideration.
Peerless has added some new masks to its offerings, including a fashion option, summer weight mask with moisture wicking, and a cotton option. “It’s kind of funny being an umbrella company that has adapted to sell masks, but before the end of World War II we were a parachute company,” Gibson recalls. “When the need for parachutes declined, we ended up here. Necessity is the mother of invention!”
Hand sanitizer stations are new to Webb Collection’s line, and Peterson notes they have been selling very well. Available both blank and with an imprint, they can be shipped with or without the company’s Made in USA sanitizer.
At Picnic Plus by Spectrum, Berkowitz says companies are using picnic items (picnic backpacks, totes, baskets, and the company’s Mega Mat 100 percent waterproof mats, which she says are perfect for annual safety rewards, thank you gifts (for keeping us engaged during the crisis), company social distancing and virtual picnics (with the Mega Mat). “We have a distributor who has a mountain resort client who is supplying picnic sets for their renter/owners in each home,” she comments. “Other items that are blowing out the door are our Beer/Wine (long handled) Serving Flights (PB-294) for tastings to wineries, breweries, bars, and restaurants because of social distancing! Our Tailgate Adjustable Height Portable Tables (PSM-104) are also selling well to restaurants for outdoor standing.”
PCNA has added a number of face masks to its line—including a three-ply personal utility mask, a pleated eco mask, and a snood. “Snoods are such a versatile item,” Andrews comments. “Not only do they help prevent the spread of germs when used as a face covering, but with UPF of 40-plus for sun protection and breathable fabric, they’ve become a go-to outdoor accessory. They can also be used in many different ways, such as a neck gaiter, headband, wristband, etc.”
Other traditional items such as coolers, picnic blankets, drinkware, chairs, and outdoor speakers continue to be great options for gifts and merchandise, Andrews continues. “They are practical, and upon receiving them they are used over and over, causing many brand impressions.”
Bay State’s new T803 Touch Free Keychain helps people avoid touching common surfaces. Josette Bosse notes, and it works on gas pumps, elevator buttons, and keypads. “Use it to help open doors, carry grocery bags, and other similar items,” she says. “It attaches easily to your key ring for easy access. The company also offers an Away From Home Lantern, a bright 220 Lumen COB lantern that is great for tents and uses just three AAA batteries.”
When it comes to selling hand sanitizer, Peterson recommends bringing it up in every conversation. “Oftentimes, clients do not know that a Made in USA sanitizer is available,” he elaborates. “Almost every event is looking at hand sanitizer options to provide the attendees. Additionally, nearly every building or room is adding some kind of sanitizer stations.”
As far as other products associated with the ability of people to get out of their houses and enjoy the great outdoors, Gibson at Peerless emphasizes it is not about the product—it is about the story. “The best way to sell products is for distributors to put themselves in the client's shoes and think about how having these products around are helpful,” she says. “Then, tell that story. You don't need an umbrella, until you do! It is something that is meant to be saved for a rainy day. Additionally, the word umbrella comes from the Latin root work umbra, or shadow, making the umbrella a perfect item to carry around as portable shade on sunny days and a walking billboard on any day. It is the same with sustainability. Companies now can associate their brand with something that can make a difference. We're providing the flyers, social media posts, and the products to help distributors tell this story. Use these resources and if you don't see something you need that would help, just ask.”