Aside from expected seasonal changes in demand, the most-searched products in ESP in May remained largely the same for yet another month, which points to a concrete return to normalcy in the promotional products industry.

Just-released data from ASI market research shows that, aside from a jump in popularity for “backpack” ahead of back-to-school promotions later this summer, the other nine products on the Top 10 ESP searches remained the largely the same between April and May. In fact, half the list maintained the same month-to-month placement on the Top 10 list.

The stalwart “pens” category maintained its top placement for the 18^th month in a row, followed closely by “water bottle” and “tote bags” to round out the top three search terms, as they did in April. “Sunglasses” jumped from eighth in April to fourth in May as demand for warm-weather products increased, along with “beach towel” which jumped one spot to eighth.

Meanwhile, “medal” saw the largest monthly increase in the ESP May searches, at 248% compared to April, as event organizers planned on more walk/runs this summer and fall. Likewise, “cooling towel” and “hand fan” increased in popularity by 101% and 60%, respectively. Distributors also searched for “rainbow” (59% increase from April) and “pride” (45%) ahead of Pride Month promotions and parades in June.

“The industry definitely took notice of Pride Month as two of the largest increases in May were tied to the month-long celebration,” says Nate Kucsma, senior executive director of research and corporate marketing at ASI.

Among the search terms with the largest decrease in frequency when compared to April were “lapel pins,” which dropped 30% as clients planned fewer awards ceremonies and more outdoor events, as well as “notepads” which fell 29%.

When comparing year-over-year search results, “stress ball” saw the highest increase at 89%, during ongoing supply chain woes, skyrocketing inflation and the return to the communal office. “Cooling towel” rose 78% ahead of organized outdoor events this year, and search frequency for “power bank” climbed 68% due to the return to the office. “Luggage tag” also increased 55% year over year as the travel industry gradually picks up.

It should come as no surprise that among the biggest decreases in year-over-year search frequencies were PPE categories such as “mask” (which fell 85% from May 2021), “face masks” (-81%) and “hand sanitizer” (-53%). Meanwhile, recreational outdoor items like “picnic basket” and “folding chair” fell 65% and 52% respectively year over year.

Promo firms have said in recent weeks that they continue to meet end-buyer demand for products bound for different sized events, including large-scale festivals, concerts and experiences. “People have just been itching to come back,” Chris Ferriter, vice president of business development at Miami-based Sobe Promos (asi/245603), told ASI Media in May.