Promo Insiders: 4 Consumer Buying Habits Shaping Merch Demand
Stephanie Preston of PCNA discusses the Counselor Top 40 supplier’s current trend forecast and what it means for the promo industry in the months ahead.
There’s a direct line between retail and promo demand, and Counselor Top 40 supplier PCNA (asi/66887) is keeping tabs on it.
Through a partnership with global trend forecasting platform WGSN, combined with tracking retail and internal sales numbers, PCNA has named four trends defining end-buyer demand in 2026: Smart Value, Strategic Joy, Experience Enabled and Daily Balance.
“A lot of our product development team comes from retail and consumer brands,” says Stephanie Preston, PCNA’s senior director of marketing. “So, it’s not just theoretical. They’re constantly asking, ‘How do we translate what we’re seeing [at retail] into products that are going to really resonate within our industry?’”
In this episode of Promo Insiders, Preston explains each trend and how it appears in both retail and promo, beginning with Smart Value.
“Smart Value is all about the idea that customers aren’t just chasing the lowest price anymore,” she says. “What they’re doing is being much more intentional. So, while value-priced items are still very important, we’re seeing strong demand for retail brands and products that feel elevated.”
Preston also highlights “dupe culture,” when consumers opt for affordable alternatives to premium products. “Everybody loves a dupe,” she says. “They’re inspired by high-end looks, but they’re made for everyday budgets.”
Looking ahead to 2027, Preston says many elements of these trends will remain relevant for the rest of the year. “They’re tied to bigger shifts overall in how people are thinking about value,” she says, “and how they’re choosing to spend their money.”
Key Takeaways
• Counselor Top 40 supplier PCNA (asi/66887) develops its trend forecasts by combining retail trend data (through WGSN), sales performance and shifting consumer behavior to ensure relevance for the promo market.
• “Smart Value” is about intentional spending, not the lowest price. Buyers are becoming more thoughtful about purchases, prioritizing products that balance price, quality, design and functionality.
• Across several trends, buyers are looking for products that work harder and provide greater utility. Examples include travel gear with dual functionality, versatile bags and products that can transition between work, travel and leisure activities.
• “Strategic Joy” reflects a desire for small moments of happiness. In an increasingly stressful world, consumers are gravitating toward products that create delight, playfulness and self-expression, like fidget items, coloring kits, bag charms, personalized accessories and nostalgic designs.