Normalcy continues to return to the promo industry, with the most-searched products in ESP maintaining their top status for another month.

That’s according to just-released data from ASI, which shows that the seven most-searched products – all traditional product categories – stayed the same between March and April, while the three categories that rounded out the top 10 were replaced month over month by summer-focused searches like “sunglasses,” “beach towel” and “umbrellas.”

In April, “pens” remained at the top for the 17^th consecutive month, followed once again by “water bottle” and “tote bags” as end-buyers plan for events such as trade shows and charity runs, as well as large-scale returns to communal offices. Similarly, “lanyards” and “koozie” maintained their standing in the top 10.

“Even though it seems like spring would never get here, it’s refreshing to see ‘sunglasses’ and ‘beach towel’ break into the top 10 for April,” says Nate Kucsma, senior executive director of research and corporate marketing at ASI. “Barring a strong recurrence of COVID in the U.S., I believe we’ve settled into a much more traditional pattern for the top 10 terms.”

Compared to March searches, “frisbee” increased 82%, along with brand-name tumblers (61%) and “silicone wristbands” (38%) for upcoming summer events. Items like “sunscreen,” “cocktail napkins,” “caps” and “bucket hats” all saw significant increases month over month. The movement can be attributed to preparation for warm-weather promotions as well as an increase in client traffic in the hospitality industry as officials lifted mask mandates and people revived their travel plans.

Among the largest decreases in search frequency between March and April were “ceramic mugs” (down 30%) and “awards” (30%) as the Q1 recognition season wrapped up, as well as “plastic bags” (down 26%), perhaps in reaction to a few sweeping bag bans in municipalities in recent months, notably in populous areas such as New Jersey and Philadelphia.

When comparing most-searched terms between April 2021 and April 2022, “luggage tag” saw the largest increase in frequency (132%), indicating an uptick in travel plans post-COVID. “Silicone wristbands,” “tote bags” and “padfolio” also saw increases (64%, 58% and 57%, respectively) due to more in-person event plans, while “stress ball” (63%) and “ceramic mug” (54%) saw an uptick due to events as well as returns to communal offices across the country.

Not surprisingly, comparing year-to-year searches, the items that saw the largest decreases in search frequency were “mask” (down 92%) and “face masks” (-90%), though some municipalities and school systems, based on CDC guidance, are once again mandating face coverings as COVID cases surge in certain areas.

This week, ASI market research released new data showing that distributors increased year-over-year sales by 5.4% in Q1. It marks the fourth consecutive quarter of gains, though suppliers and distributors have had to contend with significant inflation and supply chain pressures. And now, contract talks among port workers on the West Coast has the industry concerned about possible slowdowns and stoppages in the movement of critical inventory.