London: Rental Team 020 7837 6163
Leeds: Rental Team 0113 247 0937
Birmingham: Rental Team 0121 327 9220
New in to rent
Rental Deals of the Month
Special TFC Rental Deals Of The Month
Available for two months, throughout November & December 2016.
Offer 1) Rent any DSLR Body & Lens - Get a 2nd Lens FREE!
Offer available when you rent any Canon, Nikon, Pentax or Sony DSLR Body & Lens. Once you’ve chosen your second lens, the cheapest lens will be free for the entirety of your rental. Please note, if you do not have a credit account or a pay in advance without deposit account, you will still need to cover the deposit value of the free lens.
Offer 2) Rent any Elinchrom Flash Head - Get an Elinchrom Light Modifier Half Price!
Renting an Elinchrom flash head? Want to try out an exciting new modifier without breaking the bank? If so, then this is the deal for you! Rent any single Elinchrom flash head, or flash lighting kit, and get any Elinchrom light modifier half price for the duration of the rental. The deal is limited to one accessory per flash head, but if you are getting a kit you may have one half price accessory per head in that kit. If you are renting multiple accessories with a single head or heads, the most expensive accessories will be half price.
Offer 3) Rent the DJI Ronin-M Half Price - When Rented with any Camera Body
This one’s nice and simple. If you’re renting any camera body at the same time as a DJI Ronin-M, the Ronin-M is half price. That’s a saving of £41.00+VAT off of the day rate.
These offers are available at all three TFC branches. To qualify just book and collect your rental between 1st November 2016 and the 23rd December 2016 (at which point we close for the Christmas break). The rental can extend into 2017 and still receive the special discount, as long as the goods are collected in 2016. You may even like to combine your offer with our extra special Christmas rental rate. Enquire at your local branch for more info.
All these offers can be used in conjunction with each other, but please note Offer 1 and Offer 3 can only be combined when a camera body is rented with each offer.
Offers only available where we have stock availability on your chosen dates. Please book early to avoid disappointment.
Special Medium Format Kit Deals
Renting a medium format system? Nobody allows your greater flexibility with your lens choice than TFC.
Pentax 645Z System.
Rent a Pentax 645Z & Lens Kit and chose from one of three lenses to suit your shoot:
PHASE ONE System
Rent a Phase One system (includes Digital Back, XF Body, Prism Viewfinder & Lens) and select any prime lens of your choice at no extra cost, including the full range of Schneider Blue Ring Lenses.
Try Before You Buy with TFC Rental
Thinking of purchasing something but want to try it out first? We'd all like to try out a product before we splash our hard-earned cash on it. With most retailers you're limited to having a quick play in the showroom, or the information you can find online. At TFC things are different! Why not use our rental service as a way to ensure you’re getting the right product for you? Absolutely everything that we rent is available to try, at your leisure, using our unique ’Try Before You Buy' scheme.*
When you rent something, and then subsequently buy it, we'll give you half of the rental fee back.To qualify for this discount, all you have to do is purchase the item within 30 days of your rental, and we’ll give you half of your rental fees off the purchase price of your new item. Rented the item more than once? No problem, we take into account all previous rentals within the 30 day period when we calculate the discount. That should give you plenty of time to decide if the kit is right for you. When you combine that with our special ’weekend for 1 day' rate you have a real bargain! For example, the latest Elinchrom ELB 400 Hi-Sync Set would cost just £31.00+VAT to rent for three days from Friday AM until Monday AM, and when you buy one you'll get £15.50+VAT back. As well as our special weekend rate, our Try Before You Buy offer can also be used in conjunction with any other TFC rental offers including ‘Rental Deal of the Month!* Call any of our branches for more details.
Hire the Studio at TFC Birmingham
800 Square ft Studio Hire.
If you're based in Birmingham, or doing a shoot there, we have our own in house 800 square feet studio that's available to rent for just £100 per day + VAT. This price includes basic Elinchrom lighting, a White Colorama paper roll and background support set, and help and advise using the equipment from the on sight TFC team.
Studio available weekdays 9am to 5.30pm.
Studio kit includes boom arm and Elinchrom 190cm Indirect Octa Lietmotiv! What better way to test fabulous Elinchrom Lighting and make some money at the same time.
£100 Per Day + VAT.
G5 mac available if required. 50% off our camera rental when using studio, T+C's apply.
Contact TFC Birmingham on 0121 327 9220 for more information or to book the studio.e-mail
Rental FAQIf you can't find the answer to your question below, please call your local TFC Branch
How do I contact my local branch?London: 020 7837 6163
Leeds: 0113 247 0937
Birmingham: 0121 327 9220
Do I need an accountNo, you don't need an account to rent from us. However, if you don’t have an account you will need to leave a deposit for the rented items, this can be cash or card. The deposit will will vary depending on the total value of the goods rented. Please give us a call in advance if you’d like to enquire how much a deposit will be. If you use a card to pay the deposit, it will be taken out of your account and refunded upon return. Please be aware that refunds can take 5 days to clear back into your account, depending on your bank.
When are you open?9am-5:30pm Monday to Friday
Early morning pickups and drop-offs may be made by prior appointment. Our London branch is open until 7.30pm on Thursdays.
What time can I pick up?At any time whilst we are open.
For the special weekend rate you can pick up any time on Friday.
Can I have my rental delivered?If you have an account, we can deliver your goods next day to anywhere in the country, excluding UK Islands and Highlands which is a two day service.
If you live local to one of our three branches (this includes anywhere in London), we can also arrange same day delivery. Please enquire with your branch for more details.
If you are a non-account customer leaving a deposit by card, we can only deliver to the registered cardholder address (your home or office), not to a rental studio, location etc.
How much will my delivery cost?The delivery fee is entirely dependant on the size and weight of the goods sent and the speed of service chosen. Your local branch will be able to give you an accurate quote at the point of enquiry. All rentals with a total value of £150 (inclusive of VAT) or more are entitled to a free next day UK mainland delivery (excludes Scottish Highlands).
All collections are to be paid for dependant on size and weight of the goods sent and the speed of service chosen.
What time do I have to return my rental?Rentals can be returned any time we are open. Please remember that our chargeable one day period is 24 hours, this means you should return your rental at the same time of day (or earlier) as you picked up, to avoid an additional charge
Can you collect from me?If you live local to one of our three branches (including anywhere in London), we can arrange same day courier pickup by van or bike. Please let us know before midday of the collection date to ensure the items can be collected that day.
Anywhere else in the UK we can arrange a next day overnight courier pickup. Please let us know before midday on the day before the goods are to be collected. You will not be charged a rental fee for the period whilst the goods are in transit.
How much do you charge for insurance?Insurance is not included with any TFC rental equipment. Equipment lost, stolen or damaged while in your possession will be the entirely your responsibility, and so we highly recommend that you take out your own insurance prior to hire.
If you are hiring equipment with a total deposit value in excess of £5,000 (inclusive) then you must provide proof of adequate insurance cover before the hire commences.
How many days will I be charged for?This depends how many days, or part days you have the items. However, you will not be charged a rental fee for the period whilst the goods are in transit:
For our very best rental rate, you can go for one of our three Special Weekend Rates:
I'd like to rent something but it's not kept at my local branch, what do I do?You should call the local branch and ask them to request it from the holding branch.
I really need to rent an xyz, I know you sell them but I can't find it on your rental list, help.Please call us, we're always willing to consider additional items for our rental stock and often put items in at the special request of our customers. Alternatively, if we have a demonstration unit of the item required, we may make special arrangements to rent this item to you.
I rent from you all the time, can you reward me for my unwavering loyalty?Absolutely! At TFC we have a rental loyalty bonus scheme. Pick up a loyalty card in store, or request one with your rental delivery. Loyalty stamps are awarded each time you spend £40.00 ex. VAT on a single hire. Once you've collected four stamps, you're entitled to a £25.00 ex. VAT discount on your next hire.
I am a poor impoverished student, can I have a discount?Yes! You can.
We now offer a special student "Pay In Advance Hire Without Deposit" account, that also gives you a 20% Student discount off our rental prices. This is not a full credit account but it will mean that you don't have to leave a deposit for any rental with a deposit value £1000 or lower. You will have to pick the rental up in person and pay for in advance. For more information on how to apply for a student account please give us a call, or apply HERE.
I also need to rent a studio for the day, can you recommend me one?If you're based in Birmingham we have our own in house 800 square feet studio that's available to rent for just £100 per day + VAT. This price includes basic Elinchrom lighting equipment and help and advise using the equipment from the on sight TFC team. For London and Leeds customers, please ask and we can point you in the direction of a decent local studio.
Terms and Conditions of Hire
1.1 The "Hirer" is the customer who is hiring the Equipment from The Flash Centre thereafter called TFC.
1.2 "Equipment" means the hired items.
1.3 "Hire Period" is the period for which the equipment is hired. Each day is calculated on a 24 hour period from the time at which the equipment is either (a) collected from our premises or (b) leaves our premises because it is being delivered to the Hirer. Where equipment is delivered or collected via courier we will not charge for the rental whilst in transit.
2.1 “Cash Customers” - are required to provide 2 forms of ID for their rental booking. This must include one form of photo ID i.e. a passport or driving licence, and a recent utility bill.
2.2 “Account Customers” - are required to provide 1 form of ID as confirmation. An account customer can request collection by their representative by prior arrangement when TFC are provided with a written or electronic confirmation, as well as 1 form of ID for the representative collecting.
2.3 “Pay In Advance Hire Without Deposit Customers” - must provide 1 form of photo ID and must provide payment by credit or debit card in advance of their rental. For full terms of account please see point 20.
2.4 “Student Account Customers” must provide 1 form of photo student ID and must provide payment by credit or debit card in advance of their rental. For full terms of account please see point 21.
3.1 A refundable deposit will be required from the hirer who does not have an established credit account with us and we reserve the right to vary this amount. Credit customers and others must provide an official order or letter to cover the equipment required, before it is collected or delivered. Failure by customers to do so will not be accepted as a reason for non payment of hire charge.
3.2 “Cash Customers” are required to pay a deposit in advance for their rental booking. “Pay In Advance Hire Without Deposit Customers” must leave a deposit for anything above the Hire Without Deposit limit set.
3.3 Where a deposit has been paid by the hirer, this deposit will be refunded only to the same card or account from which the deposit was paid, upon the return and checking of the equipment by TFC, as soon as possible after the point of return. Equipment lost, stolen or damaged while in the hirer's possession will be the entire responsibility of the hirer. As per 7.6. Deposits can take up to 3 working days to return to the hirer's account, subject to bank clearance.
4.1 Cash customers & Pay In Advance customers can pay for the hire in one of two ways.
5.1 Insurance is not included with any TFC rental equipment. We highly recommend the hirer take out their own insurance prior to hire.
5.2 If hiring equipment with a total deposit value in excess of £5,000 (inclusive) the hirer must provide proof of adequate insurance cover before the hire commences.
6. Rental Period
6.1 All hire bookings are charged from the time they leave us or are collected from us, to the time they are returned to us. Where equipment is delivered/collected via courier we will not charge for the rental whilst in transit.
6.2 We retain the right to terminate the hire at any time and recover the rental equipment.
7. Hirer Responsibility
7.1 Hirer responsibility for the equipment begins when the hirer or hirer’s agent receives the equipment. Hirer responsibilities include safe keeping of the equipment including but not limited to protection against the elements of theft, vandalism or improper use.
7.2 The hirer is responsible for the return of the equipment or making clear arrangements with us for the collection of the equipment. The hirer must not sell or otherwise part control of the equipment.
7.3 The hirer will indemnify us against any and every expense, liability, financial loss, claim or proceedings whatsoever, and in respect of any death or personal injury whatsoever or damage to or loss of property whatsoever (other than the Equipment) arising out of the delivery, use, non-use, repossession, collection or return of the Equipment or any parts of it. The indemnity will be reduced in proportion to the extent that such expense, liability, financial loss, claim or proceedings or death or personal injury or damage to or loss of property is due to our proven negligence.
7.4 The hirer will pay the rental rate for each day that the equipment is in the hirers possession & until the equipment has been returned to us, including any additional charges incurred.
7.5 Any items not returned from hire including but not limited to lens caps, cable releases, sync leads, spare lamps, etc. will automatically be charged to the hirer's invoice at the full current replacement cost.
7.6 Equipment lost, stolen or damaged while in the hirer's possession will be the entire responsibility of the hirer. Account customers and Pay in Advance customers will be invoiced at replacement cost and for non-account customers the replacement cost will be deducted from the deposit. If there is any further balance owed above the deposit value, it will be added to the hire invoice.
7.7 It is the hirers responsibility to make sure that all the people who use the equipment are properly instructed in its safe and correct use and that they are in possession of all the instructions supplied by us. You must ensure that the equipment is not misused, and that supervision is adequate at all times.
8. Late Returns
8.1 Late returns are subject to an additional charge, which may include remuneration for any lost revenue.
8.2 It is the responsibility of the hirer to inform TFC of any hire period extension no less than 24 hours prior to the end of their original hire period.
8.3 “Hire Without Deposit Customers” will automatically be charged for any additional rental period.
9.1 The hirer must advise TFC as soon as possible if you have a cancellation.
9.2 Same day cancellations / no shows will be subject to a cancellation charge of one day’s Rental as originally booked, subject to confirmation within that period that the remainder of the rental period is not required.
10.1 All equipment is serviced regularly and is tested prior to each hire to ensure that the item functions according to its specifications. Every effort is made, therefore, to ensure that the equipment is supplied in working order. TFC cannot be held liable, however, for failure to equipment of for failure of equipment or for consequential or sub-consequential loss there from.
10.2 It is strongly recommended that the hirer tests that the equipment functions properly for its intended use at time of receipt and prior to commencing an important assignment or overseas travel.
10.4 If the Equipment is defective due to manufacturing error, you must notify us immediately. If the defect has not been caused by anything you have done or failed to do and nothing can be done to rectify the situation with that existing equipment we will (at our option) arrange collection of the goods and the redelivery of a replacement of the same or similar specifications as soon as reasonably possible. Should a replacement not be possible TFC will credit the hirer for the hire charges of the defective equipment.
11. Damaged, Missing & Stolen Equipment
11.1 The hirer must report any shortage of equipment to us within 1 hour of receiving the equipment.
11.2 Any failure of equipment should be reported immediately in accordance to 10.4.
11.3 The hirer is responsible for the equipment whilst in their care, including any breakages, as per section 7.
11.4 Dependent on the severity of the damage or supply of replacement parts and thus the length of repair, a penalty charge may well be incurred due to a loss of hire of the equipment to other customers.
11.5 Any rental equipment that is stolen must be reported to the police and to TFC within 24 hours, and a crime reference number provided as well as details of the theft. Equipment lost, stolen or damaged while in the hirer's possession will be the entire responsibility of the hirer, as per 7.6.
11.6 All digital cameras are checked and cleaned before leaving TFC rental. We can therefore accept no responsibility for dust or debris found on the sensor whilst the hired goods are in your care.
11.7 We understand that the equipment may overtime pick up the odd minor scratch or mark, however, any marks to lens glass and obvious neglect of use will be treated as damage and charged.
12. Equipment Suitability
12.1 It is the hirers responsibility to ensure that the Equipment is suitable for the purpose for which you intend to use it and to give us sufficient information to ensure that the Equipment supplied is suitable.
12.2 The hirer is responsible for ensuring that he/she is familiar with the controls and functionality of the equipment rented. TFC will assist with this as required.
13. Electrical Equipment
13.1 Where any part of the equipment is electrical it should normally be used with plugs and/or socket as fitted but if temporarily fitted with other suitable plugs or sockets, this must be carried out by a competent person who must also return it to it’s original condition. It will be your responsibility at all times to arrange a suitable supply of electricity for use with the equipment.
14. Our Right of Access
14.1 You authorise us to enter any land or premises where we reasonably believe any Equipment to be, at reasonable times and after reasonable notice. In order to make necessary inspection of it, or to test, replace or repossess it.
15. Identification Marks
15.1 The hirer will not remove, deface or cover up our name plate or mark on the equipment indicating that it is our property.
16. Unreturned Items
16.1 The hirer is responsible for returning all rented equipment to TFC complete. Any unreturned items will automatically be charged to the hirer as per section 7.5.
16.2 Spare, failed or damaged consumables including but not limited to bulbs, flash tubes and batteries must be returned with the equipment. Failure to return these will result in the unreturned items value will be added to the hire invoice.
17. Despatch, Deliveries & Collections
17.1 Cash Customers – If paid by card TFC must deliver hire equipment to the registered card address.
17.2 Pay in Advance Hire Without Deposit customers - must collect in person in store as equipment cannot be delivered.
17.3 Account Customers - Can arrange collection from us, delivery to the hirer or with written confirmation, delivery to an address of your choice.
17.4 Delivery Charges - All deliveries will be individually quoted.
18. Loyalty Bonus Scheme
18.1 The rental loyalty bonus scheme entitles the hirer to a £25.00 ex. VAT discount, upon the presentation of four TFC loyalty stamps on a TFC loyalty card. For cash customers and pay in advance customers this discount will be applied on one rental. For credit account customers this discount will be applied as a credit to the account. Loyalty stamps are awarded each time the hirer spends £40.00 ex. VAT on a single hire.
18.2 It is the hirers responsibility to collect and redeem the TFC loyalty stamps. If the hirer loses their loyalty card, then their ability to redeem the loyalty stamps on said card will also be lost.
18.3 Loyalty stamps can be redeemed against future TFC rentals only. No cash or credit alternative can be offered.
19. General Conditions
19.1 Acceptance of the equipment by the hirer or his agent signifies the total acceptance of these terms and conditions for hire and excludes any terms and conditions you may have put forward except where we have agreed to any amendments or other conditions in writing.
19.2 All goods are advertised subject to availability.
19.3 TFC Hire Equipment remains the property of The Flash Centre at all times and must not be pledged, loaned, deposited or sold to a third party.
19.4 Any waiver or variation by TFC of one or more of the above conditions does not in any way prejudice its right under any other condition or conditions.
19.5 TFC reserves the right to change both the prices and the Equipment available for hire without prior notice.
20. Limit of our Liability
20.1 We will not be liable for any loss or indirect loss including but not limited to loss of business profits, savings you expect to make, wasted money, wages, fees or expenses due to late delivery, non-delivery, unsuitability, breakdown or stoppage of the equipment or any part of it.
20.2 TFC’s liability in connection with the hire of the equipment shall be limited to the sum paid for the hire.
20.3 All our times which state or quote for delivery or collection are approximate.
20.4 We will not be liable for any delays caused by any circumstances beyond our control.
21. Pay In Advance Hire Without Deposit
21.1 Pay In Advance (PIA) / Hire Without Deposit is not a credit account.
21.2 The Pay In Advance (PIA) / Hire Without Deposit agreement allows the facility holder to rent equipment up to the deposit value of £2500, without leaving a deposit. Where higher value goods than this are rented the excess of this deposit value will need to be paid.
21.3 Equipment must be collected by the facility holder and photo ID must be shown.
21.4 The total hire charge must be paid via debit or credit card on collection of the goods.
21.5 Payment details will be held by TFC for security only until the kit is returned. Any damages or extra hire charges will automatically be charged, but we will always inform the customer before we process a payment.
21.6 Goods with a deposit value of more than £5000 per hire will require the hirer to provide proof of independent insurance.
22.7 Any PIA facility which has not been used for 6 months or more may be closed.
22. Pay In Advance Student Hire Without Deposit.
22.1 To qualify for a ‘PIA Student Hire Without Deposit’ facility you must be in full time education and reside in the UK. We will need a reference from a senior tutor or course manager.
22.2 Pay In Advance (PIA) / Hire Without Deposit is not a credit account.
22.3 The Pay In Advance (PIA) / Hire Without Deposit agreement allows the facility holder to rent equipment up to the deposit value of £1000.
22.4 Equipment must be collected by the facility holder and student photo ID must be shown.
22.5 The total hire charge must be paid via debit or credit card on collection of the goods.
22.6 Payment details will be held by TFC for security until the kit is returned. Any damage or extra hire charges will automatically be charged and we will always inform the customer before we process a payment.
22.7 Top value of non-chargeable deposit is £1000.
22.8 Goods with a deposit value of more than £5000 per hire will require the hirer to provide proof of independent insurance.
22.9 All ‘PIA Student Hire Without Deposit’ Agreements will be re assessed annually at the end of each course year.
Why rent from TFC? What makes us special?
The Flash Centre is proud to say we’re a family run business with over twenty five years experience as the UK’s leading studio lighting specialists. At The Flash Centre we strive to provide exemplary customer service, whilst maintaining the most competitive prices around. Customer satisfaction, whether it be on service, price or technical knowhow is our absolute number one priority.
No Hidden Fees
At TFC we don’t believe in hidden fees. All our rental prices are quoted ex. VAT and are not subject to an additional insurance fee. All our cameras come equipped with two batteries and a memory card, and all our lighting kits have everything you need to get shooting straight out of the box.
If you’re having your goods shipped and collected, we will always pre-agree your transit pricing to ensure you know exactly what your paying in advance.
No Transit Day Charges
Unlike some rental companies, we believe that you should only have to pay for the time you have the rental goods! For this reason we don’t include any transit time in your rental rate. Furthermore, we will always aim to deliver your rental the day before you rental starts, and we won’t charge you for this day. This gives you an opportunity to try out your kit, check it over thoroughly, and ask us any questions before you’ve even started paying for it!
Special Weekend and Week Rates
To enable you to make get the best value from your rental, we provide some special weekend rates.
We also offer a very special week rate which enables you to hire for up to 7 days, and only pay for 3.5 days. Alternatively you can rent for up to 28 days and only pay for 10! Please see our rental period breakdown chart for more info.
Loyalty Bonus Scheme
Loyalty is a two way street, and for that reason we believe it’s only fair to reward our loyal rental customers. Pick up a loyalty card in store, or request one with your rental delivery. Loyalty stamps are awarded each time you spend £40.00 ex. VAT on a single hire. Once you’ve collected four stamps, you’re entitled to a £25.00 ex. VAT discount on your next hire. Happy days!
Free Delivery On Rentals Over £150
Spending £150 (inc. VAT) or more on your rental? Well in that case we think you’re entitled to a free delivery. Please note we will cover the carrier charges for the delivery to a mainland UK address only (excluding Scottish highlands). A collection fee will still be chargeable if applicable.
20% Student Discount & No Deposit to Pay
It wasn’t so long ago that we were students ourselves… Well that’s not entirely true, but we do remember what it was like trying to make ends meet with those paltry student loans! To help our student customer we’ve created a special student “Pay In Advance Hire Without Deposit” account. This gives you a 20% Student discount off our rental prices, and exempts you from leaving a deposit for any rental with a total deposit value £1000 or lower. You can apply for the student account online, or give us a call to find out more info.
Same Day Delivery Service for Local Customers
If you’re based in London, Leeds or Birmingham, chances are you’re eligible for our same day service. So if you’ve got a last minute job, or need a solution in an emergency, TFC is here to save the day!
The UK’s Leading Studio Lighting Experts
The Flash Centre is proud to say we’re a family run business with over twenty five years experience as the UKs leading studio lighting specialists. Our expert team are enthusiastic, and have years of experience in all aspects of photography and studio lighting. If we don’t know the answer to your question already, we will always endeavour to find out for you.
Huge Range of Rental Kit
TFC has the widest range of Elinchrom rental kit possibly anywhere in the world, but it doesn’t end there. We also offer a large selection of camera’s, lenses, medium format, video, sound, flash lighting, studio lighting, and a range of accessories for all. If there’s something you want to rent, that we don’t already offer we're always willing to consider additional items for our rental stock and often put items in at the special request of our customers. Alternatively, if we have a demonstration unit of the item required, we may make special arrangements to rent this item to you.
Unrivalled Technical Support
Renting something for the first time? Having trouble getting to grips with a product feature? We are always happy to provide demonstration and hands on training of our gear in store prior to rental. Once the gear is in your hands, we’re also happy to provide unlimited technical support (as long as we’re open) over the phone to help you overcome any technical issues on location.
Try Before You Buy Facility
Thinking of purchasing something but want to try it out first? Why not use our rental service as a way to ensure you’re getting the right product for you, without breaking the bank first. A huge range of our rental products are available on our unique ‘Try Before You Buy’ discount.
To qualify for this discount, all you have to do is purchase the item within three months of your rental, and we’ll give you half of your rental fees off the purchase price of your new item. Rented the item more than once? No problem, we take into account your previous 1 months rentals when we calculate the discount. That should give you plenty of time to decide if the kit is right for you.
Our Try Before You Buy special can also be used in conjunction with any of our special weekend rates, and any other offers including ‘Rental Deal of the Month’!
Regular Special Offers
Finally, at TFC we are always looking for ways to let you try out new gear at the best possible price. For this reason we regularly do specials on a wide range of products. Whether it be a limited period ‘Rental Deal of the Month’, or a something more permanent, we always try to apply our specials to our most popular products.