The humble pen remains a perennial promo favorite among end-buyers across North America.

That’s according to a first-of-its-kind report from ASI Research, which found that “pen” was the most-searched term by Canadian distributors in ESP in 2023.

Pens dominated searches in three of four quarters, and was only briefly beat out by water bottles and sunglasses in Q2, ahead of summer and back-to-school needs. “Water bottle” was second and “tote bag” third for the top ESP searched terms in Canada for the year, while “sunglasses,” “golf” and “luggage tag” were also among the Top 10, signaling a continued return to travel and in-person gatherings.

It was a similar story in the U.S., where “pens” was also the top-searched term for 2023 (for 35 consecutive months), followed by “water bottle” and “tote bags.” “Stanley” made the American Top 10 (and was fifth in Q4) but didn’t make it in Canada.

“As the Canadian market is estimated to represent about USD $2 billion every year, it’s important that we help our colleagues to the north better understand what’s being searched for in ESP,” says Nate Kucsma, senior executive director of research at ASI. “This way, they can understand the quarters that just passed and prepare for the seasons ahead. And yes, there were some surprises as ‘sunglasses’ and ‘golf’ were in the Top 10 for 2023.”

Fourth-quarter searches in Canada showed increased demand for trade show items and handy office products – a welcome trend after lengthy business and economic recovery post-COVID. In addition to “pens” and “water bottles,” the top five search terms included “lanyard,” “mug” and “travel mug.”

The most-searched terms in Q1 2023 may give some clue as to what’s trending in the first months of 2024 – “pen,” “water bottle” and “tote bag” took the top three spots last year, while seasonal items like “golf” and “sunglasses” made the Top 10.

Scott Hulbert, managing director of Richmond Hill, ON-based ideavation (asi/229801), says golf orders for spring tournaments are once again ramping up in Q1, but an unseasonably warm winter in Canada has put a damper on sales of outerwear, toques, gloves and related accessories. “Typically there’s lots of winter buying in February,” he says. “We also normally do winter uniform replenishment orders this month; we haven’t seen it this year.”

“It’s more idea-generating than orders placed at this point, but we’re confident in the programs we’re building as we head into March.” Scott Hulbert, ideavation (asi/229801)

As trade shows and conferences pick up from Q1 into Q2, Sergio Munoz, vice president of sales & marketing at Woodbridge, ON-based Add Impact (asi/106606), says he and his colleagues have been busy designing customers’ exhibit booths, with elements like custom printed walls, sound barriers and hanging signage. “It’s been an exciting area of growth for us and our clients,” he says. “We’re helping their brands stand out in crowded spaces.”

After a busy January, which included healthy trade show business and a major client rebrand, Hulbert says ideavation is now in the “shoulder season” between winter and spring. “We’re fielding calls and quoting for spring/summer orders,” he says. “It’s more idea-generating than orders placed at this point, but we’re confident in the programs we’re building as we head into March.”

Still, the larger economic situation has consumers on edge, as Canadians continue to monitor a troublesome combination of factors, including recent mass layoffs, a dearth of household savings, ballooning credit card debt, and worries about mortgage renewals about to come due in 2024 and 2025.

Some promo end-buyers’ habits have been affected as well – Hulbert and his team have been contending with increases in bidding, shopping on price, and senior management budget signoffs before orders can be placed.

“A slowdown is coming,” says Hulbert. “The dominos have to fall.”

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