Demand for PPE continued its downturn in November.

That’s according to new ESP data, which shows that traditional products maintained their top spots in search terms last month. ESP is ASI’s database of promotional items from around the industry, available for distributors and decorators.

In November, “pens” was once again the most-searched product in ESP for the 12^th consecutive month. The rest of the top five were the same as October’s top search terms, though in a slightly different order, as end-buyers looked for traditional hard goods for the upcoming Q1 trade show season. “Mugs” was again number two, while “tumbler” moved up one spot to third, “tote bags” moved up one spot to fourth and “water bottle” fell two spots to number five.

The November 2021 Top 10 look quite different from the same month a year ago, when “face mask” topped the rankings, “mask” was number three and “blankets” rounded out the top five as people prepared for a long winter of lockdowns. “Hand sanitizer” also made the Top 10 that month. But between October and November of this year, searches for “face mask” fell 37%, after falling 39% between September and October. This is the second consecutive month that “face masks” didn’t breach the Top 10, though holiday gatherings and the recent rise of the omicron variant may change that in the near future.

“As Q4 wraps up, I’m thrilled to see that traditional promo now occupies the top 10 ESP search spots – a far cry from this time last year,” says Nate Kucsma, executive director of research and corporate marketing at ASI. “As we move into 2022, I’m expecting more of the same, but I’d like to thank PPE for its service to our industry over the last 18 months.”

PPE searches increased in late summer with the incoming delta wave of the virus; between July and August, searches for “disposable face mask” and “face masks” rose 562% and 414%, respectively. In September, “face masks” was still in the Top 10 but ranked further down in October and November.

37%Percent decrease in ESP mask searches during November compared to the previous month

The rest of the Top 10 for November signaled continued demand for kitted at-home gifts, with “coffee mug” and “blanket” ranking sixth and seventh respectively, coupled with preparation for in-person events in Q1 with “backpacks” and “lanyards.” The end of fall sports tournaments before the winter months resulted in drops in searches for related items: “golf” fell 37%, while “rally towel” and “polo” fell 64% and 65%, respectively.

In November, promo companies also helped their clients prepare for the holidays and winter weather. Searches for “Christmas ornaments” and “Santa hat” increased by 55% and 58% respectively, while searches for “ice scraper” increased 102%. Also on end-buyers’ radars: sales opportunities in the new year. Searches for “wall calendar” and “business card magnet” rose by 55% and 107%, respectively.

But the star of the search increase show was certainly “denim jackets,” which surged by 1,082% between October and November as Y2K fashion returns – an homage to early 2000s celebrity fashion à la Britney Spears and Justin Timberlake.