Camping—a popular activity for all ages—has taken on a whole new meaning during the pandemic. Simply escaping the confines of the house and pitching a tent in the backyard can be considered camping during these unprecedented times. Others may choose to be one with nature at a campground or perhaps spending time in the woods visiting a national or state park. No matter where one chooses to make camp, the Great Outdoors is beckoning now more than ever before as a welcome change of scenery!
There is a plethora of items that can be considered camping accessories, including drinkware, cooking utensils, flashlights, coolers, totes, picnic baskets, backpacks, umbrellas, pop-up tents, games, pocket-knives, insect repellant, sunscreen, and lip balm. The possibilities are endless!
According to Dan Berkowitz at Oak & Olive/Picnic Plus, the demand for camping products has been tremendous. “For the past 12 months, during the pandemic, we have sold out of over 80 percent of our picnic baskets and totes and had the best sales in the past seven years!” he enthuses.
In complete agreement is Charity Gibson from Peerless. “Demand for outdoor products has been really strong and it started early this year,” she recalls. “It has probably been driven by two factors: one, people are really needing the break from the grind that we've all experienced over the last year trying to keep things moving forward; and two, savvy customers know that shipping delays are causing exceptional challenges. Even if suppliers produce and ship with plenty of time to meet event dates, shipping carriers are overwhelmed and are taking weeks and months to make deliveries that are typically done in days. The distributors that are providing the most value to their clients are making them aware of these delays, getting their orders in extremely early, and it's paying of for them big time.”
Getting outside and breathing in the fresh air is good for the soul—especially when so many souls have been spending so much time indoors. “As the weather is starting to change and things are opening up, people everywhere are itchin' to get out of the house and do something other than work at home,” Charity of Peerless points out. “On a recent call I was on it was said, ‘People don't have to go far, but they feel like they have to go somewhere!’ This is taking people outside to explore the great outdoors, even if the only place they are going is right in their own backyard! Because of this, we're seeing a push on camp chairs, coolers, and outdoor games—basically anything to help people enjoy their time outside and maximize their play is already doing very well.” Gibson predicts camping items will continue to do well for the next few months and maybe even into the fall and holiday season as well.
Picnic baskets and picnic backpack totes are all the rage when it comes to camping accoutrements, according to Daniel Berkowitz at Oak & Olive/Picnic Plus. “These products have been extremely popular during the Covid pandemic as everyone has been home and even the backyard is a wonderful spot for a picnic with your family,” he says. “A picnic whether the backyard, local park, or hiking trail has become the place to go during this staycation get-away.
“The newest (and closest) resort is Porta Backyarda!” Berkowitz continues. “Taking a break from the kitchen with a picnic basket filled with fresh cooked meals for lunch, dinner, or weekend brunch, is someplace different, away from the kitchen table, away from the TV or computer screen and time that the family ‘pod’ can enjoy outside. It’s also so very romantic and with everyone’s nerves on edge, a nice glass of wine, some cheese and crackers, candles, and a Mega Mat blanket—relaxing under the stars and moonlit sky—is so comforting and a break from the stress of being trapped inside for months.”
Gibson at Peerless reports that both handheld and market umbrellas continue to do very well for the company. “Additionally, we've added and are heavily marketing our new games,” she comments. “Whether adult or child and executive or not, there is power in play. People are really embracing it, and why wouldn't they? Games are fun and who couldn't use a little more fun in their lives, right?” Ring toss, giant dominoes, washer toss, and portable pop-up cornhole are popular camping games, she adds.
Over at Oak & Olive/Picnic Plus, Berkowitz notes that all of the company’s picnic baskets are doing well, adding that they provide an enjoyable outdoor experience—especially now that the weather is nicer across most of the country.
Crystal Brooker at Utica Cutlery Company reports that its pocket-knives are its most popular camping item. Plus, Utica has a new fork/knife/spoon—the Model 95-UNI01PP—that is also doing well in this market sector.
Promoting camping accessories is a matter of emphasizing the benefits of getting outdoors. “Think families and what can they do to take away the everyday boredom of working at home and stuck inside for months!” Berkowitz at Oak & Olive/Picnic Plus stresses. “People do not want another landfill item. A picnic basket or picnic tote will last for many, many years and decorated with a logo, will maintain the brand recognition for years, and not end up in the trash. Food items are gone after a day or so and quickly forgotten, a picnic basket or tote offer a lifetime of enjoyment.”
Gibson at Peerless urges distributors to think beyond stereotypical markets and prospects. “If someone needs a gift or incentive, or even an award, in the $25 to $100 range, these types of products are prime to offer up,” she elaborates. “They are atypical, stand out, are quality-made so they are kept and used for a long time, and they also help people make memories which keeps the brand messaging top of mind and remembered. Along those same lines, these products will be used after work hours, on weekends, and during vacations. That means people will be using them while they try to relax—which means they don't want to see their work/company logo on everything. Get creative and use these typically larger imprint areas to share a fun message instead of corporate branding. People will appreciate it so much more and the products will not only be kept and used longer, but actually *enjoyed.* When someone can enjoy your advertisement? That's where the magic happens.”
Case Study
Dan Berkowitz, Oak & Olive/Picnic Plus
A distributor was working with a hospital for special donor gifts and wanted to give them something to enjoy with their families. They ordered over 90 baskets with a customized leather patch with the hospital logo. The promotion was so successful, they re-ordered a month later, wiping us out of stock!
A California distributor worked with a catering company that ordered over 300 picnic baskets that they filled with food and beverages and delivered them to each employee’s home for a tech company. Since all the employees were working from home, this was a great surprise for a complete prepared alfresco dinner, perhaps on their deck, patio, or backyard.