With COVID-19 cases still high across the country, end-buyers who had hoped for in-person conferences in Q1 and Q2 2021 have been forced to adjust and take them to virtual platforms.

The digital experience keeps people safe as the virus continues to spread, and distributors can help bridge that distance with thoughtful, on-brand swag for attendees. While COVID has shifted buying habits in many quarters, it turns out clients still want traditional conference items, even if attendees are joining from their home office desk or couch.

“Everybody needs a bag, pen, water bottle, coffee mug or portfolio,” says Susan Lewandowski, general manager of BEL Promo (asi/39552). “It just depends on the budget. You want attendees to have something on their desk while the event is going on.”

Even as conferences go virtual, swag is still very much in demand. This includes: apparel, such as this organic cotton and recycled poly pullover (3099N) and unisex French terry joggers (97177) from Royal Apparel (asi/83731), royalapparel.net; full-color printed journals (PX-2607) from Posh Xessories (asi/79028), poshxessories.com; and bags like this black-accented nonwoven tote (8324) from Evans Manufacturing (asi/52840), evans-mfg.com.

At Posh Xessories (asi/79028), sales have stayed strong for pocket journals, keychains and drinkware, all traditional conference staples that can be used in home offices. “The products need to be tailored to the client’s brand message,” says Daniel Zhu, operations manager. “We’ve seen our journals, junior padfolios and Logopops [branded lollipops] be very popular for virtual events.”

Clients are also combining traditional products with PPE items, says Greg Armstrong, vice president of sales at Top 40 supplier Evans Manufacturing (asi/52840). The high level of virus cases across the country means these accessories will be in demand for the foreseeable future, so recipients will appreciate a notebook and pen they can use during the event along with sanitizer and a mask for running errands later. But always consider what a specific attendee group would appreciate the most.

“If the event is internal, appropriate items may be a cellphone accessory paired with a screen cleaner and set of coasters,” says Armstrong. “These would acknowledge the employees’ ongoing remote work situation.” Another distributor put together a bundle with a stainless-steel vacuum tumbler, packet of instant coffee, notebook and writing instrument for “staying alert” during the event.

Apparel is in demand now too, particularly athleisure. Attendees want to join virtual events in comfort, so look to sweatshirts, long-sleeve tees and joggers for pre-show kits. Royal Apparel (asi/83731), a supplier of USA-made and eco-friendly basics, recently launched a new category called Comfort Wear to meet virus trends; it combines new and existing garment styles with remerchandising efforts and selling tips for the pandemic.

Glen Brumer, sales director for Royal Apparel, says sales for the company’s various styles of hoodies and sweatshirts are up anywhere from 25%-75%. And the increase has translated over to bottoms for the supplier, which have increased by 300% for some styles. In addition to refreshed natural hues like grays and whites, end-buyers also want comforting blues, greens and purples in styles ranging from crewnecks, pullovers and hoodies to thermals, tank tops, joggers and capris.

“Tie-dye has been unbelievable this year,” says Brumer. “We have six new patterns and tie-dyed joggers. We’re showing customers how they can take athleisure components and create outfits.”

Also consider activities that people enjoy outside of work, says Lewandowski. For example, spending time outdoors has been huge this year, so pitch outerwear and camping accessories for leisure time after the conference’s conclusion. “Even with the weather getting colder in many places, people are still going to want to be outside,” she says. “Virtual events are a way to reach a large group easily. But now, you’ve got to market to people who are all over the country. I look at our products and I think about how to target people in a specific area.”

Most suppliers say they’re not expecting in-person events to come back until at least Q2 or Q3 of this year. Zhu says the real return won’t happen until a vaccine is available, after which he expects a huge increase in attendees.

“The consumer is still consuming, it’s just different now,” says Brumer. “Trends still exist; it’s just the trends and the distribution method that are changing in the current environment.”

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