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Barbecue pits, funnel cakes, hot dogs on sticks (sometimes deep fried) – the traditional state fair may traditionally be known for food offerings, musical performances, contests of various description, and amusement attractions, but it appears that retail brands are now sitting up and taking notice of perceived opportunity being left on the table (or the grass).
As Modern Retail’s Anna Hensel reported, brands that one might not naturally associate with state fairs are now leaping at the chance to partner up and make their presence known – including E.l.f. Beauty and Levi’s.
E.l.f. is now sponsoring the State Fair of Texas after a successful pickle lip balm play at the Minnesota State Fair, terming the lack of brand participation in these events by competitors a “beauty desert.”
Levi’s will also be sponsoring the same fair, going so far as to craft custom jeans for the 55-foot-tall cowboy statue (and official mascot) named “Big Tex” at the event.
“State fairs got their start in the 19th century as a way for states to promote their agricultural industries. They hosted livestock competitions and showed off new equipment and techniques to farmers. So, in that sense, there’s a long tradition of different entities using state fairs to promote something to a captive audience,” Hensel explained.
“But the idea of national retail chains hosting Instagram-worthy pop-ups at state fairs, between the corn roasts and corn dog stands, is a newer concept. Large corporations do often sponsor the fairs of the states where they are based. Wegmans, for example, has sponsored the butter sculpture at the Great New York State Fair since 2017, and has been involved with the fair in other ways, like hosting a demonstration kitchen. But a beauty brand showing up with influencers in tow to promote a dill-pickle-flavored lip balm? That’s most certainly a phenomenon unique to the 2020s,” she added.
Other notable thoughts and arguments pulled from the report included:
- State fairs are popular, and cut across demographics: State Fair of Texas attendance is estimated at 2.3 million–2.5 million people each year, or “a Super Bowl a day” across the 24-day span. State fairs attract everyone from families to college students, and draw people from both rural small towns and large cities.
- Considerations about pop-up placement matter: While E.l.f. and Levi’s might not be as particular about where their installation is placed, Geico shows initiative by setting up in state fair parking lots – a witty bit of synergy and brand awareness.
- Influencer content is another anchor: Food influencers in particular are seeing state fairs as a “gold mine.”
- “I do think that the fair industry really does have a unique opportunity with sponsors... This is where, in the 1800s, people came to see the latest tractors, to see the latest things – and they still want to do that. And our sponsors help build [on] that,” Schuder said.
How much untapped opportunity do you believe exists for brands within state fairs? Which brands immediately come to mind as a natural fit for these venues? Which surprising brands do you think should consider joining in?
Do you believe the cross-demographic argument is as concrete as suggested, or are state fair-goers less likely to pay much attention to brands outside of their comfort zone than posited?
Do you see state fairs attracting more retail brand interest in the years to come? Why or why not?