It was at the golf course where Laura and Tom Evers received two of the biggest opportunities of their lives.

Almost a year into the COVID-19 pandemic, we reached out to industry insiders—three suppliers and two retailers—for their thoughts on what they learned from 2020 and what they predict for 2021. Over the next several pages, read about the types of products we could see, the importance of flexibility, and whether to expect a busy season this year…

This Year, Take Action to Jump-Start Your Business Rather Than Waiting for Something to Happen.

I don’t know about you, but I cannot wait for 2021 to arrive. It has to be better than the current year, don’t you think? With all of the uncertainty in today’s market, one thing is certain: the holidays are happening, and your business cannot be left behind.

The holidays are a magical time for children, families, and retailers.

Retailers? Absolutely. The National Retail Federation
reports that 2019 U.S. holiday retail sales totaled $730.2 billion—a 4.1% increase over 2018.

Every year, Awards and Personalization Association members make major moves; craft countless cool and creative products; and make proud recipients across the country smile with their gifts, awards, apparel, and more. Here, just a few of our retailer members share their greatest successes from 2018, their favorite shop tools and processes, and their best advice to help your business grow next year and beyond.

Oftentimes, we put off unpleasant tasks because, well, they are unpleasant. But 2019 is our year to get the house in order.

So you read my article in last month’s issue of Insights, you’ve identified your perfect niche, and you’re excited to make some positive changes to your business and your life. (If you didn’t, pause here, and log in to www.AwardsPersonalization.org to read up on Part 1, then rejoin us when you’re inspired and ready!)

I have one question for you: Are you everybody’s everything, always?

Do you go beyond product diversification to offer everything anybody could ever need in your shop—even things you don’t like that don’t sell? Do you let your customers dictate what they need and how they’re going to get it—even when it’ll cost you too much time, money, or stress?

The first part of this article was published in the July issue of Insights. It defined copyright, trademark, and licensing; explained why you have to get permission to use someone else’s trademark; which companies should seek licensing agreements; who oversees licensing; and how you apply to become a licensee.