2021: The Year of the Great American Road Trip

2021 has quickly become the Year of the Great American Road Trip. After a year of isolation and limited travel, many of us found solace in exploring local areas and enjoying the open road. As the summer months approach, the trend continues, with more people opting for road trips over flying, both due to lingering concerns over air travel and a desire to stay closer to home. According to VRBO, 82% of families have travel plans for 2021, and road trips are expected to be the top vacation choice this year. Local businesses, from hotels to restaurants, are preparing for an influx of visitors.

The Rise of Local Travel and Road Trips

In 2021, Americans are craving connection and well-being. The pandemic has left many feeling disconnected, isolated, and burnt out. As a result, both Airbnb and VRBO’s travel reports highlight a shift toward more meaningful trips focused on reconnecting with loved ones and prioritizing mental health. Many travelers are looking for peace, comfort, and safety during their trips—43% of Airbnb users said they want to feel relaxed, 34% want to feel comfortable, and 33% desire safety.

Road trips and outdoor activities provide an ideal solution. By choosing destinations that offer more space and natural beauty, travelers are able to maintain social distancing while also enjoying a sense of adventure. According to VRBO, 59% of families are more likely to drive than fly for their next trip, and 61% prefer outdoor locations over urban ones, as they seek out destinations that promote self-care and escape from the isolation of the past year.

More Trips in 2021

Americans are planning more trips in 2021 than in recent years. A recent Trip Advisor report revealed that 74% of respondents intend to take at least one domestic leisure trip, while 34% plan to take three or more trips this year. Additionally, a GetYourGuide survey found that, on average, people plan to take 3.58 trips in 2021, up from 2.46 in 2020 and 3.24 in 2019. This uptick in travel signals a strong recovery and a shift towards local and domestic tourism.

How the Road Trip Boom Impacts Retailers

For retailers, the “Year of the Road Trip” presents a significant opportunity. With more families driving to vacation destinations, there’s a surge in demand for products that cater to travel needs and memorable experiences. According to Destination Analysts, 64% of travelers are eager to support local businesses, which means that not only local customers but also visitors will be coming through your doors, providing a chance to sell items that cater to their travel needs.

What Products Should Retailers Stock?

I recently visited retailers across Washington, Oregon, and California to observe how they were adjusting their inventory for this trend. Many retailers had adapted by stocking products that meet the demand for road trips and local travel. Here are some key product categories that are seeing success:

Home & Garden
Home and garden products are a hot commodity this year, especially items like cookbooks, kitchen gadgets, gourmet foods, canning supplies, gardening tools, and outdoor furniture. These products resonate with both local customers and travelers looking to bring a piece of their trip back home. You may also find that visitors buy unique local items they haven’t seen before, such as plant starts or decorative garden pieces.

General Travel Gear
With the rise of road trips, retailers are seeing an increase in demand for travel accessories. Popular items include water bottles, fanny packs, small backpacks, portable cookware, camping gear, and UV protection clothing. Stores like REI have adapted by shifting their focus from luggage to outdoor essentials like tents and backpacks. These products are being strategically placed in high-traffic areas to attract attention.

Fashion Accessories
While fashion apparel sales have been inconsistent, fashion accessories are doing better. Sunglasses, hats, flip-flops, and small versatile bags are consistently selling well. Jewelry, especially staple pieces in silver or gold, is also seeing steady sales. Trend-driven items may still be hit or miss, but focusing on timeless accessories is a smart strategy for retail success this year.

PPE Essentials
Even as we move forward, PPE remains a key category in retail. Masks, hand sanitizers, and other safety products are essential for travelers. Creative and stylish designs, including fashionable masks, are in high demand, making PPE not just a necessity but also an accessory for the road.

Gifts & Souvenirs
As visitors hit the road, they’re looking for souvenirs to commemorate their trip. T-shirts, hats, mugs, magnets, and other logo items are sure to sell well. Consider adding more trendy items like stickers or practical travel tools to attract impulse buys.

Personal Electronics
Items like phone chargers, earbuds, and portable power banks are popular, especially for travelers who need to stay connected on the go. These small electronics are great for impulse purchases and should be prominently displayed.

Top Travel Destinations in 2021

As more Americans head out on road trips, certain destinations are drawing significant attention. Popular spots include:

• Gulf Coast cities

• Montana and Wyoming

• U.S. territories and Alaska

• Miami, Florida, and other cities

• Maui and Honolulu, Hawaii

• Las Vegas, Nevada

• Anchorage, Alaska

• Denver, Colorado

• Phoenix and Lake Havasu, Arizona

• The Hamptons

National parks are also expected to see a surge in visitors. Locations like the Smoky Mountains, Glacier National Park, and Yosemite National Park are top destinations for nature lovers seeking adventure. Many campgrounds are already filling up, so it’s important to book reservations in advance.

Long-Term Impact of Domestic Travel on Retail

While we’re only beginning to recover from the pandemic, the growth of domestic travel is already having a noticeable impact on retail. This trend is expected to continue into 2023 and 2024. To help your business thrive during this recovery period, here are some tips:

• Masks and Safety Protocols: Continue to enforce mask-wearing and social distancing policies. Not all customers may be comfortable, so it’s important to prioritize safety.

• Maintain Cleanliness: Regular cleaning of your store fixtures and high-touch areas remains crucial for customer confidence.

• Contactless Shopping Options: As some customers are still hesitant to shop in person, ensure you offer contactless payment options, curbside pickup, and delivery services.

• Take Care of Yourself: Retail recovery takes time, so make sure to manage your mental health. If that means adjusting store hours or easing into online sales, prioritize your well-being.

Conclusion

The Year of the Road Trip presents a unique opportunity for retailers to connect with both local and visiting customers. By stocking the right products and adapting to new travel trends, you can capitalize on the road trip boom and strengthen your business’s bottom line. The key to success this year is embracing the shift toward domestic travel and focusing on customer needs, all while remaining adaptable and proactive in your approach.