The majority of Americans are ready for brick-and-mortar shopping again. That’s welcome news for promo companies who rely on the retail market.

As of August, about 59% of U.S. adults say they feel comfortable going to a mall, according to market research company Morning Consult, which has been tracking Americans’ comfort level with various activities since the COVID-19 pandemic began last year. That number is down from a high of 66% in early July, most likely due to the spread of the delta variant. By contrast, last August, only 29% of adults felt good about hitting the mall.

To help entice more shoppers, some brands are turning to promo. T-Mobile, for instance, has been giving away gloves, umbrellas, face masks and pocket warmers at tents outside their stores to help bring customers inside, according to Leslie Schreck, director of strategic accounts at Catalyst Marketing, part of Top 40 distributor HALO Branded Solutions (asi/356000). Her client has also gained traction with “T-Mobile Tuesdays” – weekly events where the telecommunication firm gives away items like tumblers and beach towels through a special app.

Brands are also starting to bring back experiential marketing – in-person “activations” that give consumers a positive association with a company and also often involve some sort of promo component. Back in late June, MediaPost noted that 75% of marketers had resumed live experiential marketing events, with a significant amount of consumers showing up in-person.

Live Ink Events has added custom embroidery to caps at events. Live decorating helps turn brick-and-mortar shopping into a memorable experience.

Prior to the pandemic, live printing – where decorators customize items on-site for fascinated onlookers – had been a popular trend. Retailers would turn to companies like Live Ink Events to make shopping a more personal and memorable experience. Perhaps it would entail engraving a monogram on a wallet while they wait, or giving away a T-shirt, but letting the customer choose the graphic. “People love things that are customized toward them,” says Ben Bender, owner of Live Ink Events.

During last year’s lengthy lockdowns, the live apparel industry was heavily affected, since it’s so dependent on in-person events and brick-and-mortar shopping, Bender says. The recovery has been slow, with an uptick in live printing for private events, he adds.

“I expect that in the fall, things will be more normal, but it will depend on the region,” Bender says.

Schreck is also expecting a strong comeback for retail.

“T-Mobile has a large audience,” she says. “They go to state fairs and MLB games – they’re a leading sponsor – and will be going back to retail as well.”