From America250 celebrations to the 2026 FIFA World Cup to record heat waves across much of the country, it’s been a memorable summer in the United States.

Distributors’ Q2 ESP searches reflected interest in products tied to those major events, according to ASI Research’s latest data. For example, searches for “soccer” and “soccer ball” were up 222% and 155%, respectively, continuing the upward trend of those terms from Q1.

According to ASI Research’s most recent Quarterly Sales Survey, America250 promo didn’t prove to be a significant revenue driver for most distributors and suppliers in the second quarter, with less than 10% of companies reporting “strong” or “robust” sales. But that didn’t mean distributors weren’t searching and pitching related products ahead of the Fourth of July.

Searches for “America250” skyrocketed into the top 100 search terms for Q2 – more than doubled compared to Q1, and a clear increase over essentially nonexistent searches for the term last year. Searches for “patriotic” were also up 50% compared to last year’s Q2.

114%
Increase in ESP searches for “America250” in Q2 2026 compared to Q1 2026(ASI Research)

The other clear winners for the second quarter, though, were more social media-driven. Hacky sacks – the crocheted beanbag toys popular in the ‘80s and ‘90s – have been experiencing a massive resurgence among Gen Z and Gen Alpha teenagers. Searches on ESP increased more than 1,000% last quarter compared to Q2 ‘25.  And social media is certainly fueling it, with high school students creating “hacky sack” rankings and teams and posting viral videos of tricks. PlayMonster, the toy manufacturer that makes the brand-name Hacky Sacks, was low on inventory for weeks, Modern Retail reported.

Similarly, searches for the viral “NeeDoh” plushies – perhaps the 2026 version of last year’s Labubu craze – skyrocketed in the second quarter.

The palm-size squishables are available in a variety of shapes and colors, but it was ASMR-style videos of the brand’s Groovy Glob stress ball that went viral in the spring and prompted the product’s explosion in popularity. Much like searches for “America250,” interest in “NeeDohs” was essentially nonexistent in 2025, but Q2 marked a turning point that propelled the term into the top 100 ESP searches for the quarter. The official NeeDoh brand isn’t available through promo channels, but promo suppliers have engineered a variety of similar products within the long-standing fidget toy and stress ball category.

180%
Increase in ESP searches for “NeeDoh” in Q2 2026 compared to Q1 2026(ASI Research)

On the opposite end of the spectrum, searches for “pickleball” continued to decline, likely due to overall stabilization of the sport’s popularity. Searches for “beach bag” were also down on the quarter, probably fueled by both a particularly high quarter of searches for the term in Q2 2025 with the peak popularity of the viral Bogg Bags and potentially fewer Americans vacationing this summer.

Overall, the top 10 searches for Q2 2026 stayed relatively stable, with “pens” retaining its top spot alongside perennial favorites like “water bottles,” “tote bags” and “tumblers.” Ahead of record heat in June and during the Fourth of July weekend, “sunglasses” shot up to the number-four slot in Q2, with “cooling towel” rounding out the top 10 quarterly search terms for the first time in years.

As the third quarter gets underway, suppliers should expect continued interest in warm weather items like fans and golf products. Distributors will also be helping education clients prepare for back-to-school season, fall and Halloween projects and end-of-year gifting. Last year, searches for products like “ornaments,” “beanies,” “blankets” and other seasonal products saw spikes in Q3.