Although many markets have dried up during the coronavirus pandemic, distributors, along with the rest of America, can rely upon frontline workers.

Industries such as healthcare, emergency services, food processing/services, delivery drivers, law enforcement, postal workers, sanitation and more have been classified as essential workers, unable to stay home while the rest of the country practices social distancing. These people on the frontline deserve our gratitude for their selfless contributions, and many suppliers have updated their product lines accordingly.

Here are some creative “thank you” gifts that distributors can capitalize on.

Sweet Treats
Everybody has to eat. Of course, frontline workers don’t always have time to cook or run out for a bite. Sending food as a token of appreciation is a major trend right now, according to suppliers.

Alyssa Andrews, jack of all trades at Phoenix-based Fairytale Brownies (asi/53518), has gotten quite a few requests for “thank you” and “thinking of you” brownies since the coronavirus pandemic began. “Customers are sending gifts to hospitals, first responders, nursing homes and any place that a caregiver might be going the extra mile,” Andrews says. “Now that offices are closed, companies are conducting virtual meetings with brownie treats for their breaks. Others are sending gifts of encouragement just to let their team know they’re thinking of them. Birthday programs are still going strong – people are sending them as gifts to friends and family they can’t celebrate with in person.”

Fairytale Brownies has gotten several requests for “Thank you” and “thinking of you” brownies.

Being proactive is crucial for generating sales. Top 40 supplier Chocolate Inn/Lanco (asi/44900) has developed “hero recharge” kits, which include Jolly Ranchers, mini wafers, chocolate bars, roasted and salted almond bags, cinnamon fig bars, raisin nut trail mix and Starbursts. Meanwhile, Bethpage, NY-based Midnite Snax (asi/71685) has produced “healthcare heroes appreciation gifts.” Choices include a gift box or tin of candy and snacks, an assortment of fresh baked cookies, heart-shaped lollipops and a recovery kit filled with an Emergen-C packet, Nature’s Valley Granola Bar, Synder’s Mini Pretzels, Peppermint Lifesavers and a lollipop.

Midnite Snax has developed a snack-filled recovery kit to recharge the batteries of frontline workers.

Mosinee, WI-based Maple Ridge Farms (asi/68680) has dedicated a section of its website to work-from-home products, offering gift boxes of candy, chocolate, nuts, gourmet cheese and other snacks. The company is offering discounted pricing, free setup and free drop ships on most of the items. “Work-from-home gifts have been really popular,” says Traci Simonis, national sales executive at Maple Ridge Farms. “It’s a great way to be able to show frontline workers that we’re all thinking about them.”

Self-Care Items
With the hectic schedules, increased workload and ever-changing demands during the pandemic, frontline workers could use some time to unwind and take care of themselves for a change. Distributors should seek self-care packages that focus on comfort, relaxation and stress relief. Lotions, lip balms, hot and cold packs, stress balls and other personal care products are sure to be valued.

HHPLIFT’s hottest product is personal soap in a travel tin.

Chicago-based HHPLIFT (asi/60465) has been promoting its luxe spa line, which features bath salts, candles and the company’s biggest seller, personal soap in a travel tin. Top 40 supplier SnugZ/USA (asi/88060) has a zen category that is apropos during this anxiety-ridden time. The West Jordan, UT-based supplier provides candles, essential oil, room spray, diffusers and other bath products to soothe the body and mind.

Sally Anderson, owner of Newnan, GA-based Key Promotions, received an order for “thank you” gifts for frontline workers in the medical field. Anderson curated a package with a Made-in-the-USA travel mug, hand lotion, hygiene kit and sticky notes. “Hand lotion is very popular right now because so many people have dry hands from the extreme hand washing,” Anderson says. “The scent was lavender so hopefully it has a calming effect.”

Family-Friendly Activities
Don’t just target frontline workers – consider their families, too. Even though they’re on the job, their children are home from school, and boredom is surely setting in. Journals, puzzles and coloring books are some fun options to keep kids occupied. Adult coloring books are useful, too, as studies have shown a link between coloring and mindfulness.

“During bad economic times, coloring books always rise in sales,” says Wayne Bell, CEO of St. Louis, MO-based Really Big Coloring Books (asi/82277). “All the expensive electronic toys go out the window as families try to save money, and a lot of people turn to that family table time with kiddos and grandkids and coloring books.”

Really Big Coloring Books has seen an increase in orders – for both adults and kids – during the coronavirus.

Trusty Equipment
While several suppliers have shifted their production operations to making personal protective equipment (PPE), others are capitalizing on the equipment needs of frontline workers to continue their daily tasks. Tools, safety gear, power banks, backpacks and travel mugs remain popular items.

“People want made-in-USA and name brands right now,” says Michael Levy, president of New York-based Compass Promos (asi/46170). “They want to reward everyone doing hard work, from hospital workers to truck drivers. My cellphone number has been going out on every email because I want people to know I’m here to help.”

Leatherman tools, like this multipurpose pocketknife, remain popular items.

The company has been sending out email blasts to distributors showcasing creative decks – products curated for specific industries. For example, the first responders deck includes an assortment of Maglite flashlights and Leatherman multipurpose pocketknives. Each deck email comes with a random special, such as free setup or “better than EQP.” Having access to each brand’s entire product line, Compass Promos also offers customized decks and can request special orders for products not listed on its website.

Fellow New York-based supplier Aakron Line (asi/30270) has shifted production to a facility in Tennessee. As a result, some products are temporarily unavailable, as is 24-hour rush service. However, Tami Wainscott, Midwest regional sales manager, says that the Otaria Ultimate backpack has been a hit for frontline workers. “My daughter is a nurse, and she loves the backpack,” Wainscott says. “It has a bottle pocket on each side, so many distributors sell it as a combo with a custom bottle.”

Otaria Ultimate backpacks are a hit in the medical field.

As of April 3, the Centers for Disease Control and Prevention, the United States’ leading national public health institute, has recommended that Americans wear cloth or fabric face coverings when entering public spaces. Sugar Land, TX-based PMGOA (asi/79982) is one of the suppliers producing these masks. PMGOA’s 100% cotton face mask has a one-size-fits-all design available in black, navy, red, white, charcoal and chocolate.