ESP searches for both Q4 and all of 2023 featured a mix of old and new, with conventional items maintaining their top spots even as consumer trends spurred large increases for retail-inspired products.

That’s according to new data from ASI Research, which found that in 2023, ESP searches for “pens” stayed at number one for the entire year, making it the top-searched product for 2023. Tried-and-true categories such as “drinkware”, “totes” and “keychains” rounded out the Top 10 for the year.

Searches in the fourth quarter reflected similar trends. Ahead of Q1 trade shows and conferences, distributors were on the hunt for “pens,” “tumblers,” “water bottles” and “tote bags.” Retail drinkware brand “Stanley” ranked fifth, while competitor “Yeti” just missed the Top 10 ranking at number 11.

The largest quarter-to-quarter search frequency rises were for seasonal items, like “santa hat” (a 180% increase) and “hand warmer” (166%). Searches for “calendar magnets” increased a whopping 2,575% between Q3 and Q4 in anticipation of the new year.

2,575%
the increase in search frequency for “calendar magnets” between Q3 and Q4 of 2023.(ASI Research)

Stanley was the clear winner of 2023. Searches for “Stanley,” (including the 40 oz. Quencher, ASI Media’s Product of the Year) increased 292% between 2022 and 2023. It ranked fifth in ESP’s Q4 searches due to its overwhelming popularity during the holidays, and finished ninth overall in ESP’s 2023 searches.

Other items on the Largest Increases list due to hot consumer trends include “Pickleball” (211%), “eco-friendly sustainable” (111%) and “crossbody bag” (77%).

“Since I joined ASI 10 years ago, I’ve seen the speed of adoption of consumer trends into promo accelerate. That’s abundantly true for 2023,” says Nate Kucsma, ASI’s senior executive director of research. “Whether it’s the Stanley craze (of course I have them in my household); pickleball, the fastest-growing sport in America (I play tennis, but I digress); the green product revolution; or the crossbody (Lululemon, anyone?), I anticipate this trend will continue.”

The Stanley Quencher still racks up views on social media and sparks rushes of eager shoppers at retail locations. Lululemon’s Everywhere Belt Bag – a fanny pack commonly worn as a crossbody purse – drove active bag styles for much of last year. And pickleball continues to grow in popularity. In fact, the 2023 Sports & Fitness Industry Association’s (SFIA) Topline Participation Report found that participation in the racket sport increased by nearly 86% year over year.

In last year’s Q1, “pens,” “water bottles” and “tote bags” were the top three searched terms for spring campaigns, with terms like “sunglasses”, “golf” and “umbrellas” encroaching on the Top 10 – all trends that are likely to continue in Q1 2024.

Product Hub
Find the latest in quality products, must-know trends and fresh ideas for upcoming end-buyer campaigns.