Introduction
Winter festivals present unique challenges and opportunities for festival organisers. In frigid conditions, merchandise isn’t just a revenue stream – it can be a lifesaver for attendees. Selling gloves, beanies, and heat packs not only keeps your crowd warm and happy, but also turns cold-weather gear into cherished souvenirs of the event. By offering quality cold-weather essentials branded tastefully and strategically, even a sub-zero festival can feel cozy and connected.
Quality Essentials with Tasteful Branding
Experienced festival producers understand that winter merch must be high-quality and functional. Cheap acrylic gloves that don’t insulate or beanies that itch will end up unused (or worse, give your festival a bad rap). Invest in quality materials – think fleece-lined beanies, insulated gloves, and reliable heat packs. Make sure each item carries your festival’s branding in a tasteful way. Instead of slapping a huge logo on everything, incorporate creative designs or subtle logos that people want to wear year-round. For example, at London’s Hyde Park Winter Wonderland festival, the merch team created a “Secret Forest” themed winter range with a stylish beanie and matching gloves inspired by the event’s ice kingdom theme (www.eventmerchandising.com). This kind of thoughtful design means attendees get a practical item and a piece of the festival’s magic to take home.
Collaboration with established brands can elevate the appeal of your winter merch. A great case study is Tomorrowland Winter in the French Alps – the organisers partnered with Italian sportswear brand Ellesse to produce a ski-inspired capsule collection featuring high-end winter gear. The lineup included beanies, gloves, jackets, and more that fused festival flair with mountain-ready quality (tomorrowlandwinter.press.tomorrowland.com) (tomorrowlandwinter.press.tomorrowland.com). By teaming up with a reputable brand, Tomorrowland Winter ensured its merchandise was not only trendy but also durable against the Alpine cold. Even if you’re a smaller festival, you can take inspiration from this: maybe collaborate with a beloved local outdoor apparel maker or have a designer craft a unique illustration for your beanies. The goal is to make merch that fans love to wear during and after the event – effectively turning your attendees into walking advertisements for your festival.
Also consider sustainability and community in your merch choices. Using eco-friendly materials or sourcing from local producers can win you points with environmentally conscious festival-goers. Some winter festivals donate unsold warm merchandise to homeless shelters or community charities after the event – a gesture that not only helps those in need but shows that the festival cares about its community. When your branded gloves and hats keep someone warm on the streets, that’s merch making a real difference.
Strategic Booth Placement for Impulse Buys
Where and when you sell cold-weather merch can dramatically impact sales. A proven tactic is to place merchandise booths near exits and near any warming huts or heating areas on site. Why? Picture an attendee who’s been dancing for hours. They’re hot from moving, but as soon as they head toward the exit or a chill hits them on the way to a warming tent, they realise just how cold it is outside. Having a merch booth right there means they can make an impulse buy of a beanie or gloves at the moment they most feel the need. Festival veterans have seen this work wonders – a significant chunk of merch sales often happen late at night when temperatures drop and attendees suddenly covet that warm hat on the rack.
Place booths near exits: As attendees leave, especially at night, they often decide they need extra warmth for the journey home. An eye-catching stall with gloves and hats by the gate can entice those last-minute purchases. Many have regretted not bringing a hat and will gladly snag a branded one on the way out. It also doubles as a final chance to grab a souvenir. For instance, Igloofest in Montreal (where nights routinely hit -20°C!) ensures merch kiosks are positioned where people pass as they exit the frozen dancefloor. This way, anyone shivering on their way out can quickly buy a pair of mittens or a touque (beanie) emblazoned with the festival logo.
Leverage warming stations: If your winter festival has heated tents or fire pits where people gather to warm up, place a mobile merch cart or booth nearby. Attendees huddling for heat are already thinking about warmth, so they’re primed to consider purchasing hand warmers or a cozy scarf. A smart tip is to display items like heat packs and touch-screen gloves prominently at these spots with a little sign like “Feeling cold? We’ve got you covered – gloves & warmers here!”. Impulse buys soar when the solution to someone’s discomfort is right in front of them. Make sure to staff these booths especially during temperature dips (e.g. after sunset or when cold winds pick up).
Don’t forget about timing and mobility. For outdoor events that transition from day to night, you could use roaming vendors in the crowd as the night gets colder. Think of them like the cotton candy sellers at a ballgame – but instead they carry a backpack of hand warmer packets or a bundle of scarves. A vendor walking through the audience around 9 PM shouting “Hot hands! Get your hand-warmer packs!” can generate sales from people who didn’t even realize how cold they were until that moment. It’s all about being present at the right place and time.
Multiple Sizes and Tech-Friendly Gloves
One size rarely fits all, especially for gloves and apparel. To serve a diverse festival audience (and boost sales), stock your cold-weather merch in multiple sizes. This is crucial for gloves – attendees with larger hands won’t buy gloves that are too tight, and those with small hands need options too. Have at least a standard range like S, M, L for gloves, and consider some adjustable or stretchy designs to accommodate most people. The same goes for beanies: while many beanies are one-size with stretch, offering a kid-friendly size or a slouchy style for big hair can broaden who can wear them comfortably.
Another modern essential is touchscreen-compatible gloves. In today’s festival scene, everyone is using their smartphones to capture moments, check the schedule on the festival app, or text friends to meet up. Traditional gloves that require you to remove them to use a touchscreen are a nuisance – people might choose cold fingers over constantly taking gloves off. Solve this by sourcing gloves with conductive fingertip fabric (usually on the thumb and index finger) that allow smartphone use without exposing skin. Fans will appreciate that you thought of this detail. If you brand these tech-friendly gloves with your festival name or logo, they’ll likely become a favorite item that attendees continue to use daily in winter back home, reminding them of your event.
Quality matters here as well. Ensure the gloves you sell are not just gimmicky touchscreen gloves that barely keep you warm. Ideally, find ones that are water-resistant and insulated too, since cold-weather festivals can involve snow or rain. Attendees at a winter event absolutely need to keep their hands warm for safety and comfort – “warm hands are a must at outdoor winter events (festivalevents.org).” If your merch gloves meet that need, you’re not just selling a product, you’re solving a problem. That builds goodwill and trust with your audience.
Consider also offering mitten styles vs. glove styles. Mittens (where fingers are together) are often warmer than gloves, which was even noted by Igloofest’s team in their survival guide. You could carry a hybrid mitten-glove (with touchscreen tips) or just ensure some good mittens are available for those who prioritize warmth over dexterity. Some festivals even bring in quirky options like animal paw mittens or light-up LED gloves for fun – if it fits your festival’s vibe, a unique design can turn a practical item into a fun costume piece too.
Bundles and Hot Drink Promotions
When temperatures plummet, few things are as comforting as a hot drink in hand. Smart festival organisers use this to their advantage by bundling merch with warm beverages or other perks. Bundling not only provides extra value to attendees but also encourages them to spend a bit more while feeling they’ve gotten a deal – a classic win-win.
Hot drink + merch bundles: Coordinate with your food and beverage vendors to create a combo offer. For example, sell a “Warm-Up Bundle” that includes a branded festival mug or thermos and a voucher for free hot cocoa or coffee at a nearby stall. The attendee pays one price and gets both items. Many European winter events similarly offer mulled wine or hot chocolate in a collectible festival mug – people love these because the mug doubles as a practical souvenir that’s beautifully designed (thecureforcuriosity.com). You can take inspiration from Christmas markets: attendees pay a deposit for a decorated mug filled with a hot drink and can keep the mug as a memento. At your festival, you might include a high-quality insulated mug with your logo; not only do fans get a warm drink now, but they keep the mug for reuse.
Beyond drinkware, consider bundle deals like beanie + hot drink or gloves + hot drink for a special price. For instance, a ski music festival in Colorado offered a package where for $20 you got a festival beanie and a hot toddy from the bar – it became a popular option on cold nights as people felt taken care of. If your event has VIP tiers, perhaps include a “winter survival kit” in the VIP package: maybe a scarf, a thermos, and expedited access to a heated lounge with free coffee. These gestures greatly enhance the guest experience.
Cross-promotions: Work with sponsors on promotional giveaways involving your winter merch. Maybe a local coffee company sponsors the hot chocolate, offsetting your costs in exchange for a small logo on the mug or a shout-out. Or a heating company could underwrite a batch of hand warmer packs that you give away for free at the coldest point each night, emblazoned with both the sponsor and festival logo. Attendees will flock to these, and it garners good press that “Festival X handed out free hand-warmers thanks to Sponsor Y.” It’s a feel-good story and marketing boost for all parties.
Finally, advertise these bundles and specials throughout the event. Use signage (“Buy a beanie, get 50% off any hot drink!”) and announce it on stage or in the festival app notifications when the night gets chilly. Sometimes people just need a reminder that such an offer exists. Once word of mouth spreads that a particular bundle is a great deal or a lifesaver in the cold, you might even see queues forming at your merch booth.
Small-Scale vs. Large-Scale Considerations
Winter festivals come in all sizes, from intimate community events to massive international spectacles. Scale will influence your merchandise strategy in terms of inventory, variety, and infrastructure.
For small boutique festivals or local winter events: You might have a tighter budget and limited inventory, so choose your merch items wisely. Focus on the absolute essentials that most people will need (hats and gloves) rather than overextending into too many SKUs. It can help to survey your audience beforehand – for example, a local winter lights festival could ask on social media if people would be interested in buying branded knit hats. Order quantities carefully; it’s better to sell out of a popular item (and create buzz) than to over-order and be left with excess. However, have a plan for any leftovers (like donating to the community or selling online post-event).
At small festivals, community engagement can also be part of merch planning. Perhaps involve local artisans – e.g. a local knitting group could hand-knit beanies with your festival patch on them, giving a unique story to each piece. Attendees love buying something with a story behind it (“these gloves were hand-made by a community craft cooperative”). It supports the local economy and gives your festival a authentic touch. Small events can also implement creative exchanges, like “bring a canned food donation and get $5 off a pair of gloves” – tying merchandise into a cause.
For large-scale festivals (major music festivals, city-wide winter carnivals, etc.): you’ll likely serve thousands or even hundreds of thousands of attendees from around the world. Here, a wide variety of merch and ample stock are key. Offer multiple styles of hats (beanies, pom-pom caps, maybe even ear muffs or headbands) and gloves (simple knit gloves, higher-end tech gloves, mittens, etc.), as well as extras like branded blankets, socks, or even jackets if it fits your brand. Big festivals like Tomorrowland Winter and Quebec’s famous Carnaval de Québec have entire merchandise stores filled with winter apparel. Make sure your supply chain is solid – coordinate with manufacturers well in advance and consider a backup supplier in case an item sells out unexpectedly.
Large events also benefit from online pre-sales or an official merchandise online store. If your ticketing platform (like Ticket Fairy) supports it, you can allow fans to pre-order their winter merch online when they buy their ticket. This guarantees them the item (in their size) and you get a better forecast for inventory needs. Some festivals even offer merch add-ons like “pre-purchase an official festival hoodie now, pick it up on-site and save 10%.” This not only locks in some revenue early but also reduces queues on-site because pre-orders can have a dedicated pick-up booth.
Another consideration at scale is payment and logistics. In freezing weather, cash becomes cumbersome (people don’t want to fumble with bills in gloves), so ensure your merch booths accept cashless payments – cards, mobile pay, or RFID wristband payments. The Ticket Fairy platform, for example, can facilitate integrated cashless transactions, making it seamless for attendees to buy merch with a tap of their wristband rather than taking off gloves for cash. Additionally, have multiple sales points to avoid long lines; no one wants to wait 30 minutes in the cold just to buy a hat. More, smaller merch kiosks spread around the venue might serve you better than one large store in a single location.
Lastly, plan for the worst-case weather scenarios. If an unexpected cold front hits harder than forecast, be ready to deploy more merch stock or even emergency items (like space blankets or extra hand warmers). Conversely, if the weather is milder than expected, you may need to adjust – perhaps pivot your sales approach to highlight items as souvenirs or gifts, not just immediate warmth. Large festivals should keep an eye on the weather and be nimble; for instance, if heavy snow is due on day 2, promote your scarves and gloves more heavily on day 1 so attendees gear up in advance.
Success Stories and Cautionary Tales
Learning from others’ experiences can save a new festival producer from costly mistakes. Many festivals have nailed cold-weather merch, and a few have stumbled in ways that offer valuable lessons.
On the success side, we’ve already mentioned a few: Winter Wonderland in the UK turning warm merch into a themed attraction, and Tomorrowland Winter’s premium apparel line. Another success story is Canada’s Quebec Winter Carnival – a festival known for its iconic Bonhomme mascot and subzero temps. They sell thousands of branded red tuques (beanies) every year; it’s become a tradition for attendees to don the Carnival’s official toque and sash as part of the experience. This shows how merchandise can transcend its practical purpose and become part of the festival’s identity and community spirit. Similarly, the Sapporo Snow Festival in Japan offers commemorative knit hats and hand-warmer packets featuring cute snowman characters; visitors eagerly purchase them not just to stay warm but as collector’s items. These festivals succeeded by aligning merch with the event’s culture and making it something people want to show off.
Now for a cautionary tale: It’s crucial to price your merch fairly and be prepared for weather swings. One infamous incident occurred at Coachella 2012, nicknamed “Coldchella.” This spring California festival unexpectedly had chilly, rainy weather one weekend. Attendees, dressed for sun, rushed to buy hoodies from the merch tents. Sensing the spike in demand, the festival’s merch operation attempted to raise prices on the spot – bumping hoodie prices from $45 to $55 – which led to booing and backlash from the crowd (www.ocweekly.com). Fans felt it was price-gouging because they were cold and desperate. The lesson? Never exploit your attendees’ basic needs. Not only is it unethical, but the PR fallout can overshadow the festival. (Goldenvoice, Coachella’s promoter, later claimed it was a miscommunication on price, but the damage was done in the public eye.) The takeaway for festival organisers: set your prices sensibly from the start, honor them, and if anything, show empathy during extreme weather – don’t hike prices on rain ponchos or gloves just because you suddenly can. Trust and goodwill are worth far more than a few extra dollars per item.
Another lesson is to always have some weather contingency stock. If you know it might snow or drop below freezing, have a plan. A festival in the UK learned this when a cold snap hit a normally mild-weather event – they hadn’t ordered enough blankets and ended up scrambling locally to buy generic scarves to sell on the second day. Had they prepared branded ones in advance, they could have both helped attendees and made a nice profit. So, closely monitor weather forecasts leading up to your event and consider a last-minute order or local print shop for extra merch if needed.
Marketing Your Winter Merch
Don’t wait until festival day to think about merch promotion. Use your marketing channels to build excitement for your winter essentials ahead of time. Social media is a great place to showcase your merch designs – post photos of the cozy beanie or stylish gloves you’ll have at the festival. Highlight any special features (“check out the touchscreen fingertips on our official gloves!”) and let people know limited quantities are available. This creates a sense of urgency and can even drive some people to buy as soon as they arrive.
Tell the story behind the merch: if your beanie design was created by a local artist or if your heat packs are eco-friendly reusable gel packs, share that narrative. Festival-goers love behind-the-scenes insights, and it might encourage them to support the cause or the creative effort by purchasing. Email newsletters to ticket-holders are another channel – a week before the event, send out a “Winter Festival Survival Guide” email that includes a reminder that official gloves, hats, etc., will be sold on-site (with locations and prices). Throw in a tip like “Pack light – you can always snag a warm hat at the festival if you need one!” which subtly markets your merch while being helpful.
During the event, use announcements and on-site signage to keep merch in attendees’ minds. If you have a festival app through Ticket Fairy or others, send a push notification in the evening like “Temperatures are dropping to 30°F tonight – stay warm with an Official FestName beanie, available at all merch stands!” This kind of real-time marketing feels relevant and useful, not just salesy.
Also, encourage user-generated content featuring your merch. For example, create a festival hashtag and challenge: “Show us your festival winter style!” Attendees will post photos in their funky jackets and (hopefully) in your merch. Pick a winner for best winter outfit to win a VIP upgrade or a merch bundle. When people see others sporting your branded gloves and having fun, it reinforces that your merch is part of the must-have festival experience.
Risk Management and Budgeting for Merch
From a producer’s perspective, treating merchandise as part of your risk management plan is wise for winter events. Extreme cold is a safety hazard; by providing warm gear, you are actively reducing risk of hypothermia or medical issues among attendees. In some cases, festival organisers even decide to sell items at near cost or give small items like heat packs for free during weather emergencies. While you might not make money on that specific transaction, you potentially avoid bigger problems and earn attendee loyalty.
Budgeting for merch at a winter festival should factor in the potential ROI as well as the risk of unsold inventory. It’s a balancing act: you want enough stock to meet demand (running out of gloves at 8 PM when it’s getting colder would be a missed opportunity and leave attendees disgruntled), but you also don’t want piles of unsold hats if half your audience brought their own. Analyze pre-sale ticket demographics and regional climate norms. If your festival is known to attract travelers (say, an international crowd flying into a ski festival), many might not pack heavy winter gear expecting to buy on-site, so you can stock more. On the other hand, a local crowd might come prepared and only impulse-buy if something is really attractive or conditions worsen.
One strategy is to have a merch reserve budget for weather-related needs. Set aside a portion of funds for a last-minute order of extra items if the forecast suddenly looks colder. Some suppliers can do rush orders of blank gloves or hats and you can stamp a simple logo on them if needed. It might not be as fancy as your main line of merch, but having something to sell (or give) if you run out could be a lifesaver. Also, consider pricing items strategically: perhaps lower the margin on essential items like basic gloves, and make up for it with higher-margin items like hoodies or premium scarves. People are very price-sensitive about basics (nobody wants to pay $40 for simple gloves), but they might splurge on a deluxe hoodie. Find that sweet spot where your gloves and beanies are priced reasonably for impulse decisions.
Lastly, remember the reputational aspect of merch. A festival’s merchandise is part of its brand. If you sell high-quality, useful products, attendees will remember that and likely return next time (or at least wear your merch proudly, giving you free advertising). If you cut corners and sell shoddy items, or if you appear to take advantage of attendees (like the “Coldchella” incident), it can damage your brand. Always put yourself in the attendee’s shoes (or gloves): would you feel that the item is worth the price and enhances your festival experience? If yes, then you’re doing it right.
Key Takeaways
- Prioritise Quality & Comfort: Use well-made, warm materials for gloves, beanies, and heat packs. Attendees will pay for items that truly keep them cozy, especially if they’re stylish with tasteful festival branding.
- Strategic Placement: Set up merch booths where cold guests naturally flock – near exits, along main walkways at night, and by warming stations. Catch attendees right when they feel the chill for maximum impulse buys.
- Offer Variety & Sizes: Stock multiple sizes (S/M/L) for gloves and include modern features like touchscreen-compatible fingertips. Consider different styles (mittens, tech gloves, headbands) to suit various needs and demographics (even kids, if family-friendly).
- Bundle for Value: Create bundle deals (e.g. beanie + hot drink, or gloves + hand-warmer pack) to encourage higher spending while delivering extra comfort. Team up with food vendors or sponsors to offer free or discounted hot beverages with merch purchases.
- Learn from Others: Emulate successes (like festivals that integrated merch into the culture or partnered with quality brands) and avoid pitfalls (never price-gouge because of weather – it’s better to foster goodwill).
- Scale Appropriately: Tailor your merch strategy to your festival size. Small events can use local community-made merch and careful ordering, while large events should offer wider selection and leverage pre-sales and robust logistics (potentially with Ticket Fairy’s integrated solutions).
- Marketing & Engagement: Promote your winter merch before and during the festival. Use social media, apps, and on-site signage to highlight your cold-weather gear as essential. Encourage attendees to share photos in your merch to build hype.
- Safety and Satisfaction: Remember that providing warm gear improves attendee safety and comfort. In a pinch, be prepared to distribute essentials (like heat packs or blankets) to keep everyone safe – your audience will thank you and trust your event more.
- Post-Event Legacy: A high-quality beanie or glove can become a treasured souvenir that attendees use all winter, reminding them (and everyone who sees them) of your festival. Choose designs and materials with longevity so your festival’s name lives on in people’s daily lives long after the event.
25th August 2025