Classics, seasonal products and a few out-of-left-field items dominated Canadian distributors’ ESP searches in Q1 and Q2 this year.

Just-released data from ASI Research shows that the staple categories “pens,” “water bottles” and “tote bags” were the top three most-searched in ESP from January through June 2024. Pens in particular were the only term in the top 10 in each of the six months.

Meanwhile, “lanyards,” ranked fourth for the two quarters, dropped from the second-most-searched term in February to 62^nd by June. “Lanyards” were third in Q4 2023.

“Lanyards are typically most heavily used during trade show and event season,” says Mark Jackson, president of SwagDrop (asi/300621) in Oakville, ON. “The beginning of the year is a heavier time for events, so it makes complete sense that it drops off by June because there aren’t a lot of trade shows in the summertime.”

Searches for “lanyards” fell from #2 in February to #62 in June. (ASI Research)

“Umbrellas” were number-one in April, due to impending spring and summer showers, and “bucket hat” was top in June ahead of outdoor promotions. “Varsity jackets” ranked fourth in April and May.

“Some schools order jackets in the spring to coincide with the end of the school year,” says Jackson. “They celebrate the achievements of the year that’s ending. They may also order them for major sports/academic milestones, and some have special ceremonies like Letter Jacket Day.”

There were also a few surprises – searches for “earplugs” were number-one in March and the still-popular Stanley tumbler, ASI Media’s 2023 Product of the Year, ranked ninth for Q1 and Q2.

Nate Kucsma, ASI’s senior executive director of research, notes that three of the top 10 items for the two quarters were drinkware, while “umbrellas,” “sunglasses” and “backpacks,” products well-suited for outdoor activities, made up another three.

“Varsity jackets” were the fourth most-searched item in April and May. (ASI Research)

“In case anyone thought the Stanley craze was only south of the border, think again,” Kucsma says. “Canadian distributors are also looking for Stanleys in strong numbers.”

Jackson agrees. “Stanleys are still very current in pop culture consciousness,” he says. “They’re also seen as a great value.”

At Brymark (asi/149287) in Ottawa, the top product for the first half of the year was T-shirts, with polos a solid third. “End-buyers still want large stainless-steel drinkware,” adds President Warren Gencher. “The 32-oz. size has been very popular.”