To resonate with end-buyers and close more business, promotional product distributors must be well-versed in consumer wants and needs.

It was to that end that Chief Revenue Officer Holly Brown and Chief Merchandising Officer Liz Haesler of Top 40 supplier Polyconcept North America (PCNA) (asi/78897) presented “2023 Trends to Kick-Start Your Sales” to a full-capacity room on Jan. 4 at ASI Show Orlando.

Holly Brown (left) and Liz Haesler address an enthusiastic crowd during a trends session in Orlando.

At the top of the list was “renewal,” comprised of sustainability initiatives and related products. In 2022, PCNA launched its ProudPath sustainability platform, which categorizes its socially responsible retail brand items into five categories: Purpose Partners, Brands That Give Back, Owner Diversity, Responsible Sourcing, and Eco-Friendly & Sustainable.

“This is the biggest area of innovation for promo,” said Brown, “and it’s the largest driver of change for the industry.” Millennials, she noted, will make up most of the workforce by 2025, and the vast majority of them expect public commitment to corporate social responsibility (CSR) from the brands they work with.

Explore clients’ values and objectives, said Brown, adding that it’s important to “research their websites and see who’s investing heavily in it. Then define what CSR means for them.”

Haesler continued with a focus on the “futureverse” trend, explaining that tech advancements in recent years offer prime sales opportunities for distributors. For example, nearly 100% of Americans now have a mobile phone, which creates a need for cases, pouches, power banks, speakers and earbuds, all of which can be branded.

“People want tech that’s lighter, smaller and more multifunctional,” she said. “Now they can work from anywhere, and they’ve integrated tech into their work and life routines. They want items from top-rated brands that are smaller and more portable.”

Tech also does well on social media – people who receive it often share it with their networks, so it becomes a “viral gift,” said Haesler.

A trend that became especially popular during COVID is what Haesler and Brown termed “care culture” – a renewed emphasis on reprioritizing physical and mental health during a challenging time. Consumers appreciate receiving comfy blankets, scented candles and soft apparel for their wellness rituals, which have increased in frequency.

“Care items are a way to improve employee retention and connect to an audience,” said Haesler. “These products show that a company is concerned about the recipients and also the future, if they provide responsible items.”

Haesler also discussed brands and collaborations within the promo industry – PCNA, she said, intentionally partners with retail firms that align with their company’s values.

“In the past, promo was always the last to offer the hottest retail brands,” said Haesler. “Now, that business has grown. Distributors should be end-buyers’ source for retail products. Lead the conversation with brand names, share success stories, understand your target audience and combine brands’ giveback programs and sustainable products with end-buyers’ goals.”

Brown concluded the session with mentions of the return of trade shows and conferences, and the popularity of packaging and kitting, which has become essential for hybrid workforces and virtual onboarding needs; six months into the COVID pandemic, PCNA launched the Perfectly Packaged fulfillment service to facilitate shipping items to several locations.

“To kickstart sales in 2023, take into account remote work and workforce transience,” she said. “And continue prospecting to multiple industries, in multiple geographic locations. Don’t put all your eggs in one basket.”

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