End-buyers were eager to promote their brands during a hot and busy summer.

That’s according to new ESP search data from ASI Research, which found that “sunglasses” rose three spots among distributors’ Top 10 terms for Q2 2023, when compared to the previous quarter. Statement sunglasses have proven popular at retail and in promo, with suppliers offering a variety of options.

Meanwhile, as “pens” and “water bottles” maintained the one and two spots respectively, “keychains” returned to the list for the first time since the third quarter of 2022.

Among the rest of the Top 10 Q2 ESP searches, “tumblers,” “koozies” and “backpacks” maintained the same places, while “lanyards” rose one, “tote bags” dropped one, and “mugs” dropped four as the summer months approached. “Golf” fell off the list as end-buyers finalized plans for tournaments in Q1 and the beginning of Q2.

Meanwhile, summer-focused searches also made an appearance in the Top 100 ESP search terms. Seasonal items like “cooling towel,” “beach ball,” “golf tees” and “sunscreen” moved up the ranks as end-buyers planned mid- and late-summer events.

“If you couldn’t tell by the rainforest-like humidity or the sudden afternoon thunderstorms, all you’d have to do is look at the ESP search terms to confirm that summer is upon us,” says Nate Kucsma, senior executive director of ASI Research. “Whether it’s cooling towels, beach or golf items, it seems that distributors are eagerly searching for warm-weather items. At least it’s not snowing.”

ESP search terms also reflect larger market trends – queries for “Stanleys” (referring to the popular Stanley Cups that took retail by storm earlier this year) increased 697% compared to Q2 of 2022 (and appeared in more than 10,000 searches in the quarter), while “hydroflask” fell by 50%.

697%
The year-to-year percentage increase for searches of “Stanleys” in Q2 2023.(ASI Research)

Furthermore, it seems end-buyer demand for eco-conscious products is growing – searches for “eco-friendly sustainable” increased 571% from a year ago. And, “pickleball” increased 472% compared to the same quarter last year, as it has picked up in popularity among consumers. An accessible sport that combines ping pong, badminton and tennis, it’s seen a growth rate of nearly 160% over the last three years, according to the Sports and Fitness Industry Association.

Queries for “temporary tattoos” also increased by 113% – suppliers have become increasingly innovative with these summertime favorites, incorporating added features like augmented reality and QR codes.

571%
The year-to-year percentage increase for searches of “eco-friendly sustainable” in Q2 2023.(ASI Research)

Summertime events have made a definite comeback since pandemic times – Pride and Juneteenth gatherings took place across the country in June, while music star Taylor Swift embarked on her record-breaking, five-month Eras Tour, with more than 130 concerts in stadiums across five continents and millions of dollars’ worth of merch sales. It’s poised to be the highest-grossing tour of all time.