Umbrellas are one of those items that people may not really think about—until they are looking to shield themselves from the elements. Then, they are a necessity! Promotional products suppliers maintain they are the promotional product that is kept the longest, thus providing an ample opportunity to showcase a brand. Today, umbrellas are utilizing smart technology in combination with unique styles and other innovations to keep the market strong.
Jonathan Shepherd at PCNA reports that some of the biggest umbrella trends are innovative new functions coupled with an increased interest in non-core colors. “Consumers expect today’s designs to simply work better than yesterday’s,” he comments. “This could come with added venting technology, or most notably in our Inversion umbrellas.” He adds that new colors have always been popular; however, currently it is most successful when that new color is integral to the design—as seen with the company’s Pinwheel umbrella and the 10-panel umbrella.
Stromberg Brand’s Dan Pigott agrees the unique colors are in high demand. “Typically, the driving factor for this is what has been hot in the retail market for the past six to 12 months,” he notes. “We are fortunate because we offer somewhat offbeat umbrella colors throughout our line such as lime, purple, graphite, orange, teal, and others. I have noticed this quarter that some of these colors have outsold the tried and true colors (navy, hunter green, etc.) across several of our items.”
Inverted-style umbrellas in both stick style and a folding option are in high demand at Peerless Umbrella. Dan Edge believes consumers want new and different, with functionality being the key. Grethe Adams at Southern Plus notes that folding umbrellas are the most popular due to their versality and more compact size.
Technology is trending at AAA Innovations. Jeffrey Nanus explains that a RainAlertz mobile app alerts users when it is going to rain, and all the company’s umbrellas include this app. “Anytime there is a 60% chance of rain the end user receives a branded message reminding them to bring their umbrella,” he says.
Umbrellas aren’t just for rainy days anymore, asserts Mark Dym of RO-EL, as the company has seen tremendous growth in its UV umbrellas. “Customers are also looking to make their lives more efficient and convenient,” he states. “They are looking for umbrella features which help simplify everything from holding your groceries and your umbrella at the same time to the always tricky maneuver of getting in and out of car with an umbrella.”
Fortunately, there is a multitude of new and best-selling umbrellas to shelter consumers from any storm! PCNA’s Shepherd points out that inversion umbrellas have been the company’s best seller this year, and four new colors have been added to the auto-close style. “We also just launched five new umbrellas in August, catering the color-design and multi-function trends we are seeing,” he adds, “as well as a couple of multi-purpose umbrellas with additions like lights and carabiners.” The LED light handle auto open/close umbrella has a pongee handle and swiveling LED light. The carabiner clip three-section folding umbrella folds to 11 inches and features a versatile carabiner clip handle that can be attached to a backpack, duffel, or gym bag.
Inverted umbrellas are also performing well at Stromberg Brand. “They were first introduced to the promo market over two years ago, but I am surprised how ‘new’ they still are to so many buyers and even so many distributors,” Pigott maintains. The company’s best seller is the Style #4600 Inversa which is one of the relatively rare auto-open versions of the inverted umbrella, he adds.
At Peerless Umbrella, the hottest new item is Yourbrella, which Edge explains uses an app that allows customers to take a picture on their phone and upload it to Peerless in its factory. “From there, we will literally print one umbrella and mail it to them, so the notion of doing digitally printed one-offs is here!” he comments.
AAA Innovations has introduced Phonebrella, a patented and trademarked umbrella that allows the user to talk to people without touching his or her phone. “Leave your phone in your pocket or bag and just tap on your umbrella and you are connected!” Nanus enthuses. “You can even listen to music on your umbrella with the touch of the handle. Exclusive Bluetooth® technology coupled with a microphone and speaker in the handle of your umbrella make this a must-have holiday gift.”
Several new umbrellas, features, and colors have been unveiled at RO-EL, including The Unique auto open stick umbrella that has a color coordinated matching handle, trim, and spokes; and the Stonehenge auto open and close compact umbrella that features a windproof design, pongee material, and opens and closes automatically with the push of a button.
Adams of Southern Plus adds that the company’s AOC-48 auto-open/close has been very popular. “It’s a premium umbrella but the size is ideal for both men and women with its 48-inch arc,” she says. “It’s also perfect for running errands as the auto-open/close feature makes it easier to get in and out of the car without getting wet.”
Suppliers agree that umbrellas make incredible promotional product and corporate gifts, and distributors should emphasize this fact. “Most people don’t tend to go out and buy themselves an umbrella, so when they get one as a gift item, it is very well received and appreciated,” Edge at Peerless Umbrella maintains. “Plus, it’s a functional item that everyone needs.”
Dym at RO-EL is in complete agreement. “Umbrellas tend to be among the longest-owned and used products in the industry,” he comments. “This is a gift that most people want but may not purchase for themselves, so it’s always well-received. With so many sizes and uses, from the small one you take with you in your messenger bag to the full-size golf one you keep in your car, everyone needs more than one.” He advises distributors to remember that the goal of each sale is to get their customer’s logo seen by as many people as possible for the longest amount of time.
Stromberg Brand’s Pigott recommends that distributors show the umbrellas to increase sales. "Generally, sales for umbrellas are reactionary, not pro-active—meaning the distributor reacting to a specific request from a buyer and not necessarily offering up the idea of an umbrella from the outset,” he says. “And that is a bit surprising given the fact that statistics have shown umbrellas are kept longer than any other promotional product and also that the perceived value of umbrellas is among the best in the industry.