Gearing up for Game Day: Essentials for a tailgate
A 2024 survey conducted by Talker Research showed that about 70% of respondents look forward to tailgating season as much as the holiday season.
With that in mind, retailers can expect an influx of customers looking for everything they need to make their tailgate great, from apparel to décor to snacks.
Five wholesalers shared their newest and most popular game day essentials among sports fans that will help get everyone excited about the game.
SUITING UP
Krista Brown, vice president of sales at Mary Square, said Mary Square is leaning into the “game day couture” trend, where women want to look and feel their best while attending a tailgate or game with apparel, jewelry and accessories.
“Apparel and jewelry have really taken over for our game day sales,” she said. “The trend of dressing up to games has catapulted this category for us.”
Over the last three years, Mary Square’s game day collection has more than tripled in size due to the popularity of tailgating. For 2025, Mary Square was able to offer its first collection of licensed gear with Auburn University, Louisiana State University and Clemson University and are hoping to add more schools to its collection.
“We are really just getting started seeing what this category can do,” Brown said. “There is so much opportunity out there, and as much focus is being put on sports, there is more to come.”
SET THE LINEUP
As tailgating has transformed into a major part of the sports and outdoor entertainment culture — especially with college and professional sports — people are increasingly seeking high-quality products to enhance their experience, said Andrea Sage, director of sales for gift at Corkcicle.
Corkcicle’s Sport Canteens, Backpack Coolers and Eco Stackers are designed to keep drinks cold for extended periods, which align with the needs of tailgating fans who want durable, functional and stylish solutions to keep their drinks cold for an extended period of time.
Meanwhile, Corkcicle’s Beverage Bucket Bag can hold multiple beverages and features exterior pockets, ensuring drinks stay cool for hours. The Sports Canteens are also available in 20- and 32-ounce sizes that can keep beverages cold for 25 hours — or hot for 12 hours. The Eco Stacker Stainless Steel Cups are stackable, durable stainless steel cups that are portable and sustainable, making a practical solution to reduce waste.
Sage said the market for tailgating is evolving in several directions. As tailgating events become more sophisticated and enjoyable, there is a demand for high-quality, durable products that offer better insulation, portability and ease of use. Consumers are also looking to be more environmentally conscious and are looking for game day essentials that are sustainable and eco-friendly.
“This trend is pushing manufacturers to create tailgating products made from recycled materials, reusable drinkware and eco-friendly packaging,” she said. “Retailers and brands that prioritize sustainability in their products will likely see increased demand from environmentally-conscious consumers.”
Nancy Korbet, head of partnerships at Catstudio, said the company has seen increases in its collegiate products being sold in recent years, with increasing tailgating popularity playing a role. Catstudio has a wide variety of game day essentials — from tabletop to accessories — that include officially licensed collegiate artwork to show off school spirit in style.
Some of Catstudio’s bestselling products include its 24-ounce tumbler that keeps drinks hot for four hours and cold drinks for six hours. It also has a non-slip bottom, so it stays in place and fits in most cup holders. Catstudio also has 15-ounce frosted drinking glasses that add school spirit to any tailgate and are dishwasher safe, she said.
Catstudio also launched a new retro-feel canvas tote — featuring a detachable crossbody strap, a snap closure, three inside pockets and one outside pocket — to carry all your customers’ game day essentials.
To decorate the tailgate, Catstudio offers embroidered collegiate indoor and outdoor pillows that can show off team spirit. This year, the company also launched collegiate mini pillows that can be used as an ornament, hang on a rearview mirror or spruce up a room.
Meanwhile, Catstudio’s tea towels come in larger sizes to be used for cleaning, a basket liner for snacks or as a tablecloth for a small folding table.
“I think fans are savvy and want to create a memorable experience during tailgating,” Korbet said. “Products that spark school pride is a direction that feels it will only get stronger as well as products that make the tailgate experience more convenient, portable and sustainable.”
WINNING EATS
Even non-sports fans appreciate the wide variety of food options available at tailgates.
Country Home Creations.
Country Home Creations has an assortment of tailgate-friendly mixes along with easy recipes to make snacking simple, including tailgating favorites like warm beer cheese (Craft Beer Cheesespread Mix), barbeque meatballs (Sassy BBQ Dipping Sauce Mix) and hot Buffalo chicken dip (Buffalo Wing Dip Mix).
Justin Gailitis, national sales manager for Country Home Creations, said quality and simplicity are two key elements the company prioritizes.
“We carefully select the best and freshest ingredients from the market,” he said. “What you get in your mix are genuine freeze-dried fruits and vegetables, not just powdered ingredients in a bag. Plus, when it comes to ease of preparation, you won’t find a product simpler to make than Country Home Creations.”
Country Home Creations recently launched a new line called Gourmet Grillers, which can be used as a rub or marinade, designed especially for barbeque lovers, with flavors like Garlic Chipotle or Zesty Herb.
“The range of recipes available with nearly all of our products is truly unparalleled,” Gailitis said. “If your customers are on the hunt for a particular game day or tailgate flavor or recipe, you can almost guarantee that our products will have just what they need.”
Renee Tettenhorst, co-founder of Wind & Willow, said offering a mix of sweet and savory is ideal for a tailgate. Wind & Willow offers a range of Hot Dip Mixes with game day flavors — Spicy Buffalo, Southwest Queso, Jalapeno Popper and Beer Cheese. For those with a sweet tooth, Wind & Willow presents classic sweet Cheeseball and Dessert Mixes, including Turtle Cheesecake and Key Lime Pie.
“Wind & Willow products stand out due to their convenience, flavor variety and use of quality ingredients,” Tettenhorst said. “Our range of gourmet food mixes, including cheeseball, dip, soup, drink and dessert mixes, are designed for effortless entertaining.”
Wind & Willow also launched a new Street Taco Dip Mix for 2025. It has been a top-selling product so far along with customer favorites Jalapeno Peach Cheeseball Mix, Roasted Red Pepper Dip Mix and Tortilla con Queso Soup Mix, Tettenhorst said.
“The best thing about a tailgate is the variety! A great tailgate offers something for everyone,” Tettenhorst said.
POWER PLAY
With all the offerings that customers use for tailgates, retailers can design unique displays that showcase a range of products.
Sage said retailers can leverage these products to create attractive displays and cross-promote with other complementary items, such as grills, outdoor games or apparel. For instance, a display of coolers and insulated drinkware could be paired with other tailgating essentials, driving up sales for related items.
“Offering these products can help meet the demand of consumers who are preparing for sporting events, tailgates and outdoor parties, and also capitalize on the seasonal spikes in demand and generate additional revenue,” Sage said.
Country Home Creations mixes can be paired alongside other tailgating essentials, but Gailitis said it’s also important to include a standout item in your setup, such as a small charcoal grill or presenting dips with artificial vegetables, to draw the attention of shoppers.
To maximize the impact of Wind & Willow products within a tailgate merchandising section, Tettenhorst said to consider creating visually appealing vignettes that tell a story by incorporating group dip mixes with a variety of chip and cracker options or arrange cheeseball mixes alongside elegant serving platters.
“Sampling is your secret weapon — strategically placed tasting stations will not only entice customers but also provide them with instant inspiration for their next gathering,” she said.
Korbet said it’s important to create an exciting display when merchandising — a “wow factor” that brings customers to the spot. Combining Catstudio’s embroidered colligate pillows with other colligate products makes for a great display with a range of price points for fans.
“Fans are loyal to their team and offering products that let fans show off their team spirit is sure to be successful for a retailer,” she said.
Brown also suggested thinking outside the box since the tailgating trend isn’t just for professional and collegiate sports. It can also include promoting colors of high school and other local sports teams.
“This category is only getting bigger and better each season,” she said.
