The small but mighty pen continues to dominate product searches in the promo industry.

That’s according to just-released data from ASI Research, which found that “pens” were the number-one searched term in ESP in 2024 among Canadian distributors – a ranking the category maintained each quarter last year.

Following “pens,” industry favorites like “water bottle,” “lanyard,” “tote bag” and “mugs” rounded out the top five search terms for the year. Brand names also made an appearance in the list, as did outdoor items like “sunglasses” and “umbrella.”

The top 10 terms for the year are similar to those from 2023, when “pens” also took the top spot – last year’s list also included items like “luggage tag” and “notebook,” neither of which cracked the top 10 in 2024.

The year also showed some noteworthy year-over-year increases and decreases in search frequency among the year’s top 200 terms; queries for “varsity jacket” rose 1,151% and “golf accessories” surged 1,100%, while searches for retail drinkware brand “Owala” and “Nike polo” rose 1,014% and 404% respectively.

Meanwhile, searches for “blanket” fell 35% and “luggage tag” was down 28%.

The Canadian top 10 for 2024 was virtually the same as that in the U.S., where “pens,” “water bottle,” “tote bag,” “lanyards” and “tumbler” rounded out the top five search terms. Distributors in the States also searched for retail names like “Owala.”

Searches for “Owala” increased 1,014% among Canadian distributors between 2023 and 2024. (ASI Research)

“Looking at a full year of searches demonstrates how similar the Canadian promo market is to the U.S.,” says Hannah Rosenberger, data analytics editor at ASI. “That’s true not only because of how much overlap there is between both countries for the top 10 searches in 2024 but also because of similar increased interest for trend-driven terms like ‘Owala’ and ‘varsity jacket.’”

The top 10 search terms for Q4 2024 in Canada were a combination of perennially popular categories like “pens,” “mugs” and “lanyards”; seasonal items such as “ornament,” “toque” and “football jersey”; and retail brand names. The rise of “stadium bags” into the top 10 (clear totes meant for passing through security quickly at large-scale events) may also indicate increased gathering among Canadians in the years following the pandemic.

“We’ve seen a strong demand for products that align with Canada’s seasonal needs and end-users’ desire for relaxation and warmth,” says Ann Baiden, CEO and founder of Innovatex Solutions (asi/231194) in Richmond Hill, ON. “Drinkware, warm jackets, cozy blankets and comfort-focused items like robes, candles and self-care kits have been popular choices. Everyday bags and drinkware also continue to perform well.”

Baiden adds that brand names have continued to gain traction among distributors on behalf of their discerning customers.

“Clients are increasingly looking for quality retail brands that resonate with their values and lifestyles,” she says. “They’re drawn to names that resonate with their own brand’s identity and uphold the same standards of purpose and quality they prioritize.”

Still, Canadians have experienced their share of tumult over the past few months. Cost of living remains high across the country and just-sworn-in U.S. President Donald Trump has threatened tariffs on Canadian goods at the beginning of February in retaliation for what he called “mass numbers” of people and illicit drugs crossing the Canadian border into the U.S.

That ongoing trade squabble was a major factor in Prime Minister Justin Trudeau announcing his resignation earlier this month. Now, Canadians await the calling of a federal election sometime this year.

“End-buyers are being prudent with spending until there’s greater clarity on both domestic policies and international trade relations.” Ann Baiden, Innovatex Solutions (asi/231194)

Meanwhile, in the face of ongoing uncertainty, end-buyers in Canada are generally practicing caution with their purchasing.

“They’re being prudent with spending until there’s greater clarity on both domestic policies and international trade relations,” says Baiden. “With the upcoming election, businesses are mindful of potential policy shifts that could impact economic conditions. Additionally, concerns around international trade, such as U.S. tariffs or global supply chain challenges, are causing companies to prioritize cautious, strategic investments over discretionary spending.”

Looking at Q1 2024 as an indicator for this year’s first quarter – top search terms a year ago were “pens,” “lanyard,” “water bottle” and “tote bag” ahead of the busy trade show season.

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