The promotional products industry is very close to returning to normalcy.

In April 2021, “pens” were again the most-searched term in ESP, ASI’s database of products from around the promo industry. Furthermore, seven of the top 10 most-searched terms were the same as in April 2019.

For the first time since February 2020, personal protective equipment (PPE) occupied only one spot in the top 10. Over the past month, “face masks” dropped from fourth place to eighth. That’s a notable decline considering that “masks” were the most-searched ESP term in Q1. Other PPE items like “bandana” and “hand sanitizer” have decreased 91% and 87%, respectively, year over year.

“Numbers don’t lie – traditional promo is coming back in a big way,” says Nate Kucsma, ASI’s executive director of research and corporate marketing. “April and May 2020 really were the low points for traditional promo sales and fortunately, 12 months later, things are getting back to a semblance of normal.”

For more evidence that traditional promo is significantly rebounding; among the top 100 keyword search terms in April 2021, 96 of them showed an increase from last April. That speaks to a renewed interest in marketing efforts as business picks up.

The data also indicates that distributors and their clients are preparing for a much more active summer this year. “Beach ball” and “bucket hat” saw increases of 78% and 66%, respectively, in April. With more sporting events welcoming fans back, “stadium cups” jumped 84%. And, perhaps in a nod to sweater vests making a comeback, “vest” rose 74%.