FLYING HIGH : U.S. Flag Makers Hope Banner Sales Under Reagan Will Continue as Presidential Campaigning Picks Up

Vice President George Bush’s much-publicized visit to a New Jersey flag factory earlier this week comes as flag dealers across the country are reporting strong sales and expect to see more red, white and green during this election year.

Flag merchants say sales have increased steadily since President Reagan entered the White House and made patriotism and love of country his personal political theme. Although election years usually boost sales for flag dealers, most agreed that their peak sales periods continue to be around Memorial Day, Flag Day and the Fourth of July.

In a widely televised campaign stop, the Republican presidential nominee and more than 100 members of his campaign entourage swarmed into the Annin & Co. flag factory in Bloomfield, N.J., on Tuesday.

“We had a lot of fun, but we lost a few days of business,” said Randolph Beard, president of the family owned company, which he said was still recovering on Wednesday from the Bush visit.

Annin is believed to be the nation’s largest flag company. Each year Annin’s 450 employees produce about 1 million large and 3 million to 4 million small U.S. flags, Beard said. He declined to discuss sales figures. He said Annin is one of five companies manufacturing flags in this country. All are privately owned and fiercely guard sales figures.

“There has been a greater demand for flags recently,” Beard said. “I think it’s a combination of the economy improving and the fact that (President Reagan) is an outspoken patriot.”

Beard said he doesn’t expect an immediate boost in sales as a direct result of the Bush visit. However, he said flag sales may increase after distributors and dealers sell out their existing inventories and begin to order more.

Bush’s visit to Annin lifted the morale of flag dealers who said they are already benefiting from the Reagan Administration’s patriotic zeal.

“Whenever you have an election year, you see an increase in sales of everything red, white and blue,” said Harry van der Wyk, president of Hortie-Van Manufacturing Co. in Pasadena.

Van der Wyk said he welcomes the patriotic theme of the Reagan Administration and Bush’s campaign because flag dealers suffered through what he called “tough times” during the Carter years. At that point in history, he said, outward displays of patriotism were generally unpopular.

Whereas businesses and municipalities primarily buy large flags to top tall outdoor flag poles, flag dealers said the all-time best sellers are 4-by-6-inch flags to be held by hand. “We just sold a couple of thousand small flags to the Los Angeles campaign headquarters for George Bush,” said Tony Lewis, manager of AAA Flag & Banner Manufacturing Co.’s National Boulevard branch.

“We are incredibly busy,” said Lewis. “The demand for flags is great. Our business increases 20% to 30% each year.”

Justin Volchok, owner of American Flag & Banner Co. in Westlake Village, said flag sales have definitely been up since the Republicans have been in the White House.

“Our overall business has increased 50% in the past eight years,” Volchok said. Much of his business comes from companies installing flag poles and flying flags on their property.

“Sales to schools and counties have also gone up 25% over the past five years,” said Volchok, who said he has been selling flags for 46 years.

Volchok’s company does about $1 million in sales a year, primarily through mail order.

The manager of a San Diego flag store said she does not expect Bush’s visit to Annin to help her business.

“I don’t see where our business will pick up substantially just because George Bush was in a flag factory,” said Jane Cushman, manager of All the King’s Flags in San Diego. “Whether it’s a campaign year or not, people have to replace their flags,” Cushman said.

She said most dealers sell three types of U.S. flags: cotton, nylon and polyester. The polyester ones last the longest, she said.

Meanwhile, Annin & Co.’s closest competitor, Dettra Flag Co. of Oaks, Pa., is taking a more conservative view of Bush’s flag waving.

“I would not say we have seen any increase in sales because of patriotism in the campaign,” said William Spangler, president of Dettra. “But, the current Administration and their promoting of patriotism has certainly been good for the flag business.”