As the eagerly awaited total solar eclipse on April 8th draws near, businesses are preparing to capitalise on the celestial event with a wide range of eclipse-themed products and promotions. The eclipse, which will cast a shadow across North America, has led to a surge in the travel industry and increased consumer spending on unique experiences.
From eclipse safety glasses to t-shirts and souvenirs, there is no shortage of items available for eclipse enthusiasts. Hotels and resorts situated along the path of totality are offering special packages, and airlines are even selling seats on eclipse-viewing flights. Furthermore, cities, museums, and parks are organising watch parties to attract both tourists and residents.
Jie Zhang, a marketing professor at the University of Maryland’s business school, emphasised the significance of the eclipse for the travel industry, pointing out that consumers are increasingly spending on new experiences. This surge in demand has led to a wide array of eclipse-themed products and promotions from national brands, such as Moon Pie’s “eclipse survival kit,” which includes mini chocolate snacks and eclipse glasses.
Small businesses within the path of the eclipse are also seizing the opportunity to create unique, limited-edition merchandise, including earrings, baby onesies, ornaments, and banners. Some towns and business owners have been preparing for the event and the expected crowds for years.
One example is Market Garden Brewery in Cleveland, which will experience nearly four minutes of dimmed skies. Following the 2017 eclipse, the brewery launched a hazy IPA called “The Totality” to generate interest in the event. The success of the debut prompted a partnership with a local grocer for a canned collaboration, with thousands of cans set to hit store shelves in the coming weeks.
However, eclipse-themed products are not limited to beer. Big Cuppa, a coffee shop in Morrilton, Arkansas, has also introduced a full eclipse menu with specialty drinks, including the “Moon Pie Frappa.” Similarly, The Donut Dude in Ohio’s Butler County will offer an “Eclipse Donut Special” depicting the eclipse’s stages with rolled buttercream and galaxy-themed cake doughnuts.
In anticipation of the eclipse, businesses along the path of totality are hosting a variety of special events and promotions. For example, the Cayuga Lake Wine Trail in New York is promoting “Sips to the Eclipse,” where guests can visit 10 wineries for tastings and additional attractions leading up to April 8th.
As the event draws closer, the surge in eclipse-themed products and promotions reflects the excitement and anticipation surrounding this rare celestial occurrence. With businesses across North America embracing the spirit of the eclipse, consumers can anticipate a plethora of unique experiences and products tailored to commemorate this natural wonder.
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