Cautious optimism is ruling the day in the promotional products industry.

That’s according to flash polls conducted during the Education Day Wrap-Up at the ASI Show Chicago on Tuesday, July 23. When asked how 2024 sales will compare to 2023, 60% of distributor respondents said they anticipated “a slight increase,” followed by 19% who expect sales to be about the same and 14% who predict they’ll be “much higher.”

In response to the same question posed at the ASI Show in Fort Worth in February, 66% responded “much higher,” 24% reported a slight increase and 7% anticipated they’d be about the same.

While the show polling indicated that distributors weren’t quite as upbeat on the size of sales gains as earlier this year, data based on industry-wide surveying that was released this week from ASI Research revealed that collective distributor sales in the second quarter grew an average of 1.3% year-over-year. The rise occurred after quarterly sales declined for the first time in almost three years in Q1.

The Counselor Confidence Index, which has a 23-year history of measuring distributor financial health and optimism, also rose in Q2, ASI Research shows.

Additionally, distributors in Chicago were asked if buyers this year are purchasing more high-end and brand-name items or more lower-priced items compared to 2023. The results? 60% reported more demand for lower-priced, compared to 40% seeing more demand for higher priced products, which may indicate continued caution in spending.

Another poll question asked distributors what they thought of sold merchandise being considered “promotional products,” a perennial point of debate. While traditionally, promo products were those given away (as opposed to sold), 86% of distributors in Chicago said merch sold at concerts, for example, is “absolutely” promotional. Just over 10% were undecided.

Finally, nearly 40% of those polled responded that “some” of their clients are interested in sustainable and socially responsible products. Nearly a quarter said customers don’t express interest, while just 2% said all of them are interested.

The wrap-up power hour also featured brief overviews of the day’s education sessions by ASI Show speakers. Cliff Quicksell of Cliff Quicksell & Associates offered tips on creating memorable self-promo campaigns. “Think about how to do unique and different things that set you apart from competitors,” he said. “Elevate yourself to the next level.”

Martine Cadet of Kaderique Consulting Group LLC offered a summary of “Content Marketing Strategies for Reaching the Right Buyers” and her “Video Marketing Workshop.”

“It’s imperative that you understand and emotionally connect with buyers for effective conversion,” she told attendees. “Emphasize quality over quantity.”

Cadet also discussed the importance of using storytelling and simplicity in content marketing. “It’s not about you,” she said. “It’s about your customer. Create content that leads to conversation and conversions.”

Bill Petrie of Brandivate highlighted the importance of transforming the client approach by thinking of new solutions and new suppliers to work with. He also encouraged attendees to take about 90 to 120 minutes daily that’s non work time to focus on creative pursuits. “Your business needs a break from you too,” he said.

Mary Furto, vice president of marketing at Counselor Top 40 supplier PCNA (asi/66887), gave a rundown of several need-to-know consumer trends, including “Optimistic Change,” “Intelligent Simplicity,” “Glimmers” and “Care-Fully,” all included in the company’s recently released Q4 Lookbook.

“Find out what’s important to your clients,” said Furto. “People are looking for authenticity and transparency – find the products that can offer that to them.”

Jay Busselle of FLEXpoint rounded out the session with advice for leaning into differentiators. “Who you are is the greatest differentiator you’ve ever had,” he said. “It’s time to be the real you. Move away from the transaction and get more emotional.”