Blankets were the sleeper hit of 2020.

Although face masks, hand sanitizer and personal protective equipment (PPE) have dominated the promotional products industry during the COVID-19 pandemic, demand for comfy apparel and accessories picked up in the second half of the year. During Q4, “blanket” was the fifth most-searched term in ESP, ASI’s database of products from around the promo industry. Even SanMar (asi/84863), the largest supplier in the industry by revenue, sold out of blankets while experiencing its best December ever.

The Tuscany backpack picnic blanket is one of Towel Specialties’ newest products.

Rosedale, MD-based Towel Specialties (asi/91605), which received the 2021 Counselor Distributor Choice Award for the blanket category, experienced a huge increase in orders. “With people working from home, there was definitely a heightened demand for blankets in all sizes, shapes, styles and colors,” says Murray Siegel, marketing director at Towel Specialties.

Suntex says the Micro Mink Sherpa was its most popular blanket during Q3 and Q4.

After a strenuous year for most promo firms, the holiday season was even busier than usual. Nobody anticipated the volume of blankets requested in Q4, says Craig Dickens, vice president and sales manager at Suntex Industries (asi/90160). The Winston-Salem, NC-based supplier managed to meet distributors’ needs until early December.

“To be honest, we ran out of most styles, as did everyone I spoke to,” Dickens says. “We’ve been working aggressively to replenish our inventory for this year. We’ve already received several shipments and have many more on the way so this doesn’t happen again.”

The Appalachian fur-lined throw is just one of the many blanket styles that Terry Town offers.

San Diego-based Terry Town (asi/90913) sold roughly 700,000 blankets in Q3 and Q4 combined. The Sherpa blanket was the hot ticket item, according to Alp Ereren, content manager at Terry Town. “While it’s always a good thing to run out of stock due to high demand, it seemed all suppliers who carried a Sherpa blanket got slammed with the increased need,” Ereren says. “Luckily, we had a deep selection of blankets to offer and were able to handle most requests.”

The Promo fleece blanket was one of Tekweld’s best-selling items.

Hauppauge, NY-based Tekweld (asi/90807) reported that blanket sales were up 70% in Q3 and Q4 compared to the same time frame in 2019. The best-selling items were the Sherpa, fleece and picnic styles. “Our sales were bolstered by our packaging, manufacturing and printing capabilities, where customers wanted the blankets placed inside full-color printed boxes or apparel boxes,” says Scott Slade, CEO of Tekweld. “This included gift sets with drinkware along with other items. We also did a ton of drop-shipping for distributors, sending blankets in our custom-printed e-flute boxes directly to end-users.”

Larry Alford, vice president of sales at Axis Promotions Powered by HALO (asi/356000), says his team sold more blankets in Q4 than in the last two years combined. “Blankets are the promotional equivalent to comfort food,” Alford says. “Whether companies are thanking employees or sending them as part of virtual events, it’s the idea that we’re all snuggling up at home.”

Blanket orders came primarily from the financial and childcare markets, according to Charleen Smotrycz, president of Somerville, MA-based Consolidated Marketing Services (CMS, asi/154912). Her company sold an estimated $14,000 worth of blankets in Q3 and Q4. Meanwhile, Exton, PA-based Zakback Inc.’s (asi/365556) financial clients gave out blankets as branded gifts to employees. “Almost all of our clients avoided gifts for their customers last year, as they didn’t want to ask for home addresses given how many people were working remotely,” says Bruce A. Korn, president of Zakback.

KTP Design specializes in custom woven throw blankets.

Schools were another major buyer, using blankets as senior gifts and fundraising rewards for sports teams, clubs and parent-teacher-student organizations (PTSOs). “Our biggest challenge was finding inventory,” says Kimble Bosworth, co-owner of Nashville-based On Promos Powered by Proforma (asi/491390). “We moved to fleece, but not many people ordered the thinner roll-up fleece. They wanted snuggly, warm, comfort blankets. We’re still seeing high demand, even as spring approaches.”

With more companies offering a work-from-home option as a semi-permanent or even permanent choice, high-quality comfort products will continue to be in high demand. “The woven throw blankets that we offer have lots of design options, ranging from a simple one-color logo to a tapestry with hundreds of colors,” says Pat Walsh, president of New York City-based KTP Design Company (asi/63773). “A custom throw blanket is a great way to express any vision a company wants to put forward.”

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