Who doesn’t love the endless days of summer, when picnics and barbecues abound? Fortunately, this season lasts well into the fall and there is no better time for distributors to expand their offerings in this lucrative market segment than now.
Coolers, barbecue tools, grill bags, picnic baskets, aprons, grills, chairs, table covers, blankets, and portable tables are among the many products available that contribute to an enjoyable and memorable outdoor experience.
“Summertime equals BBQ and picnic time,” asserts Katharina Naciri of BamBams. “People just can’t wait for the warm weather and sunshine to come out to then socialize with friends and family at a barbecue or a picnic. Since these events are so popular, they are a great way to promote promotional products. Often people connect barbecues to sporting and outdoor events. The promotional products in this segment have gained more and more importance, in particular barbecuing at tailgating events and other sporting events or even company events.”
Portability, price and uniqueness are the buzzwords in this product category, according to Daniel Berkowitz at Picnic Plus by Spectrum. Driving these trends are end-users looking to make a memorable statement for their employees as well as budget-conscious marketing, he maintains.
Nicole Demchak of Leed’s also notes the portability trend. “People are looking for small/compact items that are easy to take with them,” she notes. “It doesn’t matter if it’s tailgating, camping or a day on the beach. People want to take the party with them.” To that end, Demchak adds that picnic baskets with all of the “fixings” are huge this year. “There’s a lot of emphasis on high-end, good quality baskets and components,” she states. “It’s easy to add a bottle of wine or throw in a bag of gourmet coffee for a great gift that gets prominently displayed in the home, plus they are fun and functional!”
Gourmet, upscale items are definitely on the rise, observes Grethe Adams of Southern Plus. While hot dogs and hamburgers will always be popular staples, “Trends run from grilling more unusual fare like prosciutto-wrapped figs or seared tuna steaks to setting a table with beautiful dishes and fresh flowers or packing the SUV with high-end picnic gear with all the trimmings,” she asserts. This opens up opportunities for higher-end brands to reach out to this segment, she affirms, adding it’s “not just hot dogs and sodas anymore but fine wine, artisan beer, premium olive oils and condiments. Furthermore, an activity that perhaps was more blue collar and middle class before has now reached the upper crust with outdoor gourmet kitchens and wood-fired pizza ovens. Fine crystal is more appropriate here than the traditional Solo cup.”
Portable grills are another “hot” item in this market. Adams says that approximately 75 percent of adults in the U.S. own a grill or smoker. “For most, this is not just about utility (making dinner), but a fun activity you do with family and friends. Associating your brand with any positive activity is very effective and powerful.”
Adams adds that the grilling season extends well beyond the summer months and is a big part of most tailgating events through the fall. “Obviously, those who live in the warmer regions enjoy outdoor grilling all year long! Therefore, promotional products tied to this market segment are actually appropriate all year round and even make great holiday gifts! Don’t miss out on these opportunities by shelving this market segment six months of the year.”
Bernie DiMeo of Hot Sports Grills expands on Adams’s sentiments. “The trend is going strongly toward using promotional items as much more than giveaways in sweepstakes, etc.,” he points out. “Clients today are looking for more interactive ways to use their promotional items. For example, a beer client of ours used one of our beer bottle shaped grills, that is also a cooler, to attract tailgaters to their display at football games. They grilled hamburgers and hot dogs for the fans and had free products on the cooler side to sample.”
DiMeo notes that it is retailers looking to connect on a more personal level with potential customers that is driving these trends. “For all of the positives social media provides, it doesn’t get you face-to- face with your customers,” he adds.
Mike Kalamaras at HowwUSA sees a mix of products in this segment trending. “Plastic drinkware continues to be strong because of the light weight for freight cost and the durability when in the field,” he states. He also points to blow-molded items as rising in popularity – including the company’s 16- and 26-ounce mason jars, along with the 1-liter German boot. “They are really taking off because of the safety concerns when used in the field. We will be adding quite a few more items this year in our blow molded products including wine, cocktail, pilsners, and pints. We feel there will be continued success with safe products being used in this market.”
Color in both the product and the imprint is trending at Aprons Etc., with Pam Pennington pointing out that the availability of digital imprinting methods allows clients to be more creative and show off their logos to their best advantage.
Picnic Plus has introduced two beverage holders that Berkowitz reports are really big hits. They join best sellers tailgate tables, Cooladio tub coolers and a jackknife Ember BBQ tools set.
Similarly, Leeds’s has launched a Grill and Chill cooler bag and three-piece BBQ tools set, which Demchak says “have literally been flying off the racks.” Also, to address the aforementioned demand for portable picnic/BBQ products, Leed’s has introduced a BBQ smoke box set with tongs and wood reference guide and a 5-in-1 BBQ tool. Finally, in response to the trend toward high-end products, the company’s Picnic Time Chardonnay wine basket has wine service for two and is constructed of willow with premium leatherette accents and red/white gingham cotton lining. “Its amenities include: two hand-blown wine glasses, a stainless steel waiter-style corkscrew with wooden handle, and two cotton napkins,” Demchak comments. Best sellers include the BBQ Now apron and three-piece BBQ set, Grill and Chill cooler bag and three-piece BBQ tools set, and Grill Master traditional BBQ set.
Two new products are available from DiMeo Hot Sports Grills: a beer- or soda-can shaped charcoal grill and a beer-, liquor- or soda-shaped bottle that is a grill on one side and a cooler on the other. “These are still gaining traction but are very popular,” DiMeo comments. “Our best-selling item is still the simple football shaped charcoal grill. People like it because it light, very portable and can be used on a deck, porch, at the beach, tailgating or just as a memento for the ‘sports cave’ at home.”
When selling picnic and barbeque items to your customers, promotional products suppliers recommend pushing giveaways as a selling point. DiMeo of Hot Sports Grills explains that the company suggests using its grills in clients’ marketing efforts instead of simply selling them. “For example, we had a baseball team interested in our baseball shaped grills but was hesitant because it was ‘a lot more than we usually pay for giveaways.’ I explained that is not a giveaway, but something to give to new season ticket holder or those renewing season tickets. Now, instead of looking at it as a giveaway they were okay giving it to someone who had just spent upwards of $10,000 or more to buy season tickets.”
In agreement of Berkowitz at Picnic Plus by Spectrum, who states that company-sponsored outdoor events provide a perfect opportunity for employee giveaways. Aprons Etc.’s Pennington adds that aprons and disposable table covers are great products for branding.
“BBQ/picnic is one of those categories that just makes sense as a promotional item,” Demchak, of Leed’s concludes. “A 2015 study conducted by the Hearth, Patio & Barbecue Association (HPBA) shows that 75 percent of all U.S. households own a grill or smoker – that’s around 241 million potential consumers! When you give someone a BBQ/picnic item with your logo on it, the chances of the item being appreciated and used often are very high.”
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| Just load soft butter into top of the Champion Corn Butterer from Bay State and slide along corn. Fun to use, fun to give, it’s sure to be a conversation piece – and kids love it!
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| This 10-Piece BBQ Set (SM-7711) from Bullet includes spatula, fork, tongs, two skewers, basting brush and four corn cob holders. They are packed in a zippered carrying case with front open. |
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| Toast the weekend and your summer and fall events with this Tempered Glass Beer Mug from J. Charles. It has a durable oversized handle for a comfortable grip on your favorite brew. The big, 25-oz. size takes a full beer with a nice head of foam. The durable tempered glass can be chilled in the freezer and is dishwasher safe. |
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| What’s a BBQ without the sauces? Leprechaun Promotions’ Condiment Squeeze Bottle is the perfect way to promote specialty sauces and condiments every day. Low cost advertising at the point of consumption for specialty food companies and restaurants. Available in Frosted, Red or Yellow with one to full color wrap advertising with optional tip cap available. Recyclable, BPA free, FDA approved. |
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| This Deluxe BBQ Set from Starline offers all anyone will need to grill the perfect meal. An elegant metal carrying case, with quality corner finishing and hinging, packs long-handled FDA compliant stainless steel utensils including spatula, fork, sauce brush, tongs, cutting knife, four barbecue skewers and grill cleaner. The spatula even has a built in serrated blade and bottle opener for use with your “secret” ingredients.
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| ProRose offers rugged USA-made Rustproof Galvanized Metal Buckets for your BBQ or Picnic event! Four sizes are available: the 3.5 pint size that’s perfect for napkins and condiments or one or two bottles or cans, the 3 quart size holds about three or four bottles or five cans, the 5 quart size (shown here) holds about six or seven bottles or eight to 10 cans, and the big 4.25 gallon size holds about 15 bottles or 18–20 cans and ice. |
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| This tong from Webb Company, made of soft, durable nylon and stainless steel won't absorb flavors or odors, and won't scratch your nonstick cookware. |
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| This 20-oz. BPA-free mason jar tumbler from Glass America is double walled with a clear middle and color-coordinated lid, straw, and bottom. |
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The U.S.-made Thermal Play from VisionUSA features a classic design constructed of break resistant plastic, perfect for outdoor functions. Features include a comfort grip handle and double wall insulation that’s great for hot and cold drinks, and an optional drink-through lid. |