As suppliers and distributors plan for the second half of 2022, traditional product categories continue to maintain their top status in ESP searches.

According to ASI data released this week, the Top 10 terms stayed the same between May and June (and the same compared to June 2021), with slight increases in frequency for “sunglasses,” “koozie” and “backpack” ahead of summertime promotions and the back-to-school season.

Meanwhile, “pens” was the number-one search term for the 19^th consecutive month, followed again by “water bottle” for the sixth month in a row. “Tote bags,” “lanyards,” “tumbler” and “beach towel” all moved down slightly in frequency.

The top five terms that saw the largest surges in search frequency between May and June included “bags” (92%) ahead of outdoor promotions and distributors pursuing alternatives to single-use plastic as bans go into effect across the country. The list was rounded out by “first aid kit” (56%), “beach ball” (50%), “flashlight” (47%) and “yoga mat” (45%) in preparation for summer and fall campaigns centered on fitness and the outdoors.

“Promo is back, and you know it must be summer when ‘sunglasses’ are the number-three search term and ‘beach towels’ are number nine,” says Nate Kucsma, senior executive director of research and corporate marketing at ASI. “I’m looking forward to the rest of summer, and I expect to see an accelerated buying cycle for Q4 as distributors and end-buyers get their orders in with plenty of time to spare.” 

The declines in searches between May and June included “rainbow” (with a drop of 48%) and “pride” (a 42% drop), as Pride Month concluded at the end of June. “Napkins” and “cocktail napkins” fell 47% and 41% respectively as end-clients wrapped up buying for summer events. “Medals” fell 39% in search frequency, after increasing nearly 250% between April and May, as organizers finalized plans for summer and fall walk/runs.

When comparing year-to-year increases in search terms, “baseball” searches soared 100% between June 2021 and June 2022, amid sports events returning with more momentum this year following COVID restriction lifts. “Stress ball” searches also climbed 88% in the same timeframe, after rising 89% when comparing May 2021 and May 2022. “Sticky notes” and “drinkware” rose 74% and 69% respectively in conjunction with a large-scale return to communal offices.

Among the biggest year-to-year declines were “mugs” and “stainless steel tumbler” (drops of 49% and 32%, respectively), “hand sanitizer” (26%) as COVID fears dissipated further this year, and “plastic bags” (25%) as plastic bans gain momentum across municipalities, states and retail chains. Canada announced a three-year national plan for banning the manufacture, importing and exporting of a variety of single-use plastics, including bags, straws and takeout containers.

Looking ahead, promo firms generally appear optimistic heading into the second half of the year. In a recent report by ASI Media, distributors said that, despite challenging economic conditions and lingering supply chain holdups and staff shortages, end-buyers continue to clamor for products for promotions in Q3 and Q4.