Boston Marathon Means Big Bucks for Retailers

No sales slump in marathon merchandise

It appears the recession is not dissuading Boston Marathon runners from marking the occasion with souvenir merchandise. Sales at the three-day John Hancock Sports and Fitness Expo are right on track compared to previous years. In fact, the race’s official outfitter, Adidas, plans to double its sales over last year’s.

Gotta have it

Apparently, runners are willing to do whatever it takes, whether that means getting an online cash advance or using credit cards, to take home memorabilia that commemorates their participation in the Boston Marathon. From the Boston Globe:

“This is possibly a once-in-a-lifetime thing,” said Heather Billings of Boston, who checked out an $80 souvenir Adidas jacket at Marathon Sports on Boylston Street. “You always try to weigh the options. Do I really need this? Yes, I do because this is something I’m really proud of doing.”

More on the merchandise

Of course, Boston Marathon gear includes aisles of running gear. Also very popular are the commemorative plaques, lithographs and jewelry.

To put it in the words of the Boston Globe: “The 113th Boston Marathon appears largely recession-proof.

Sponsors still invested

The executive director of the Boston Marathon, Guy Morse, says that the slump in consumer spending has cause sponsors to re-evaluate how they spend their money.  However, he stays that sponsorship for the marathon has remained steady. He expects to add more sponsors next year. Adidas has already signed on to be the official outfitter again next year.