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In Episode 149 of the CAS Podcast, we explore what could be the beginning of a major surge in demand for custom products—and how to plan for success as your community, events, and industries reopen in 2021.

From sports teams to tradeshows, local businesses to schools, your opportunity is knocking. This episode lays out three different strategies to help you decide how ready you want to be when it does.

Why 2021 Is Poised for a Customization Boom

Across the country, public venues, festivals, sports leagues, and events are coming back—and with them comes a surge in demand for:

● Custom t-shirts

● Hats and caps

● Drinkware and mugs

● Banners, signage, and giveaways

● Branded promotional products

These items aren’t just accessories—they’re branding tools, uniforms, team spirit essentials, and memory-makers. For custom apparel and personalization businesses, this is a huge opportunity.

Step 1: Identify Opportunities in Your Area

Start looking around:

● Are sports leagues resuming?

● Are camps or school functions scheduling?

● Are tradeshows opening in your state?

● What local businesses are reopening or launching?

Target specific categories like:

● Restaurants

● Festivals

● Paintball, laser tag, escape rooms

● Mini golf or arcades

● Craft shows and local makers markets

If people are gathering, there’s potential for custom merch.

Step 2: Define YOUR Opportunity

Ask yourself:

● What do I currently offer that fits these events?

● What new products could I develop for these markets?

● Am I prepared to deliver branded items for bulk or last-minute orders?

This is a great time to expand into:

● Custom event apparel

● Personalized promo giveaways

● Group gear for camps and sports teams

● Branded masks, mugs, tote bags

Step 3: Choose Your Strategy – Risk vs. Readiness

A. 🛑 Financially Conservative: Wait and See

● Don’t spend money or time until events are confirmed

● Stick to your current plan

● Act only when opportunity is certain

Pros: No financial risk

Cons: You risk being last to market and missing the early boom

B. 🕐 Time Investment, No Money: Strategic Prep

● Reach out to past clients and vendors

● Forecast budgets and product ideas

● Run mock promotions or surveys to test demand

● Build out marketing materials and campaigns

Pros: You’ll be more prepared than your competition with little financial risk

Cons: Still reactive. Could lose some momentum to faster competitors

C. 💼 Time + Money Investment: Go All In

● Do everything in B

● Invest in new inventory (shirts, mugs, paper, vinyl, ink)

● Upgrade or add equipment (cap press, embroidery machine, sublimation printer)

● Train now to be fully ready when demand hits

Pros: You’ll be fully equipped to ride the wave

Cons: Higher financial risk—must have a backup plan if the boom is delayed or smaller than expected

Final Thought: Prepare for the Surge or Let It Pass You By

2021 is filled with signals of a comeback in community life, events, and local business. It’s already happening. And when it fully hits, the businesses that are prepared will win big.

So, ask yourself:

● What’s happening around me?

● What’s trending in my niche or market?

● What risks am I willing to take?

● What would “success” look like six months from now—and what will I wish I’d done today?