Answer
Subject: Re: Patriotic Products Market
Answered By: politicalguru-ga on 16 Aug 2002 06:56 PDT
Rated:4 out of 5 stars
Dear Mgdixon,
Thanks for asking this interesting, yet complex question. It is complex, because the term "Patriotic Products" is a bit vague and
wide. This is important for you, because it means that there are no market researches on this industry, but rather on "flags", apparel",
etc. Moreover, it can contain products ranging from those you have mentioned (t-shirts, flags, etc), but also, basically, choosing to
prefer a certain product because it was produced in your home country can be conceived as a "patriotic act".
It is problematic, since except for flags, most other products are combined with sales of "non patriotic" (i.e., regular) products.
According to The Baltimore Sun, stars-and-stripes T-shirts and flag-decorated travel mugs merely scratch the surface of the patriotic products out there. Here are some of the more off-the-wall ones:
- Paragon Trade Brand's Little Patriots disposable diapers with red, white and blue stars
- Stainless steel tongue ring with "USA" and flag
- Topps "Enduring Freedom" trading cards featuring Colin Powell et al. But no bubble gum
- PetSmart's Patriotic Cat Toy Value Pack, featuring a stars and stripes catnip mouse, among other patriotic toys
- Renuzit Patriotic Candles in scents like Star-Spangled Berry
- Marshmallow Peeps. White stars with blue and red glitter
- Beretta "United We Stand" 9-mm pistol
- Frederick's of Hollywood Patriotic Panty (a cotton thong)
- Breathe Right Nasal Strips, decorated with stars and stripes USA Flag-Shaped Stress Reliever (made of foam, it's relaxing to squeeze)".
That, without mentioning Pilsbury's star and stripes cake, "Little Patriots Diapers", or many other products whose packages were decorated with patriotic themes.
Apparently, Patriotic Products are a thriving industry, especially in peak periods of national crisis (WW2, Gulf War, 9/11) and around national holidays (4th of July, Flag Day). Since 9/11, the had been a growth in sales of the so-called patriotic products.
Some businesses, selling variety of "patriotic products", increased sales in 15% since the attacks (Baltimore Sun2). According to Brandi
Ricker, executive team leader of Target in San Leandro, as quoted in the Oakland Tribune, sales of "patriotic products" have more than
tripled since 9/11. Similarly, Up Country, a company, which manufactures pet related patriotic products, reported increase of 300%
(three-folds) since 9/11 (Providence Journal). Another business that reported an increase is StartCollecting.com, which increased sales
five folds since 9/11.
Hallmark also reports a great increase in the sales of patriotic products. According to their press release "Demand for Hallmark patriotic products has increased 75 percent over sales in recent years prior to September 11.", in numbers, "6.4 million patriotic Hallmark
cards were purchased, and Hallmark has increased the number of its patriotic products from 53 to 181 through the end of 2002 to meet consumer need" (Hallmark).
Flags are industry worth checking into, since most flag sales can be classified into the patriotic products niche. Sales of flags in the
few month after 9/11 grew in more than 150% - from a "normal" annual rate of 20 million flags sold a year to 50 million in 2001 (according to Entrepreneur.com and the National Flag Foundation), while WalMart reportedly "sold about 450,000 flags, a nearly 20-fold increase from the same period last year" (Go Memphis.com). Another business owner reports that his company sold more than 300,000 flag pins in the first month after the tragedy compared with 1,000 in a normal month (+30,000%) (Newsday.com). In 4th of July, it seemed "flag sales...this year through March quadrupled, compared with the similar period in 2001" (Baltimore Sun2). Hallmark sold 10 times more flag stickers as in usual years.
However, says an article in Entrepreneur.com, "while the nation's attitude is ripe for new patriotic products, it's not necessarily an
easy sell. Like any "hot" trend, getting started quick is crucial—and getting started quick requires long, long hours".
Lately, this increase had stopped, and the sales of patriotic products have declined. Clay Timon, chairman and chief executive of Landor Associates, a San Francisco-based market research firm, estimated to the Philadelphia Inquirer, that the market for patritic products is "just slowly, slowly fading away."
In other words, the 'patriotic products' market grew considerably in the last year; the increase depends on the industry. Hallamrk sold 75% more patriotic items, in flags an apparel the growth was bigger - reportedly 300% and more. However, it is difficult to foresee a continuation of this trend. Before 9/11 Hallmark participated an increase, due to a growing interest in "American Values", but not at this scope.
Sources:
(The) Baltimore Sun1, SunSpot.net,
http://www.sunspot.net/features/home/bal-hf-flag0630.story?coll=bal-artslife-home