Back-to-school-themed promo campaigns likely had the biggest impact on shifts to top ESP searches during the third quarter.

Summer stalwarts like “sunglasses” and “beach towels” slid from the top 10 in favor of “notebooks” and “backpacks” as end-buyers prepped for fall, based on new data from ASI Research highlighting the most-searched items on ESP in Q3.

The rest of the top 10 remained relatively steady, with the top five spots – including the perennial reign of “pens” at number one – all identical to last year’s Q3 rankings. “Koozie,” “mugs” and “key chain” rounded out the list alongside “backpack” and “notebook.”

Additionally, searches for “Breast Cancer Awareness Products” spiked in Q3 ahead of Breast Cancer Awareness Month in October, up more than 900% compared to Q2 and 63% year over year. The month of recognition presents a multitude of opportunities for promo, like 5Ks and fundraisers, but also for the industry to give back, with many suppliers offering donations to breast cancer research on select product lines.

“Microfiber cleaning cloth” (up 138%) and “leather journal” (up 55%) also had more interest this quarter. But drinkware brand Owala – the latest in a line of drinkware “it” brands – took the title of biggest growth between Q3 2023 and Q3 2024, with searches rising 367% year over year.

Searches for the brand have been up significantly compared to last year but are stagnating month to month – possibly because ETS Express (asi/51197), the exclusive promo supplier of the brand, is taking orders now for delivery in March 2025.

Another brand to watch, especially moving into Q4 gifting? BrüMate.

Searches for the insulated drinkware and cooler brand were up 55% year over year and have been steadily growing over the last several months since the launch of the BrüMate Era 40-oz. tumbler – a dupe of Stanley’s 40-oz. Quencher, ASI Media’s 2023 Product of the Year – in the spring.

In contrast, searches for “Stanley tumbler” dropped more than 50% compared to Q3 last year, possibly due to the never-quite-resolved lawsuit ongoing against the firm, or just because the brand’s name is now synonymous with “tumbler.” Searches for just “Stanley” remained relatively stagnant from Q2, though still outside of the top 25 terms. Year over year, searches for the brand dropped 9%.

“Lunch bag,” “stress reliever,” and “mini football” also slipped in popularity compared to last year’s Q3.

Searches for “mini football,” though, doubled moving from Q2 to Q3 with the onset of the professional and collegiate football season, along with the growth of other fall staples like “Halloween” (up 920%) and “stadium cushion” (up 178%).

Other searches on the rise are an indicator of what’s to come in Q4. Terms like “Christmas ornament” (302%) and “gifts” (74%) were already up in Q3, with companies getting ahead of the holiday gifting season. And based on last year’s data, companies can soon expect a rise in interest in items like “calendar magnets,” “wall calendars” and “sherpa blankets” ahead of the New Year and the winter chill.

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