Any promotional product that is given away is technically a gift, but it’s elevated into the stratosphere during the holiday season. It’s an especially important time for distributors to come up with even more creative and memorable ways for clients to thank their customers, recognize employees and help them win new business. Carefully chosen gifts show the recipient you value the relationship and help reinforce the giver’s brand.

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The holidays are big business for distributors large and small. Top 40 distributor HALO Branded Solutions (asi/356000), thanks to holiday gifts and its strong calendar business, generates approximately 35% of revenue in the fourth quarter, says Terry McGuire, senior vice president of marketing.

A gift is designed to please the recipient, but it’s also meant to boost the image of the gift giver. For BrandVia Alliance (asi/145037), identifying the client’s objectives is the starting point for the holidays before recommending any specific products and trends. “We then take suited trends and apply them to get the desired end result,” says Sam Brown, director of corporate marketing for the distributor. “And whether it’s a client staff appreciation piece or an on-site event experience, our team is great at combining the elements to come up with a gifting wow.”

The holiday ideas distributors and suppliers brainstorm are certainly important, but perhaps equally relevant is when they start shifting their gaze. “We start thinking about the holidays around July. There’s a lot of planning and preparation that happens before the actual holiday season begins,” says Suzi Senna, director of marketing for Origaudio (asi/75254). She adds the company has to plan its shipments and inventory accordingly, making sure there is plenty of stock starting in September.

As a distributor, “If you’re not promoting holiday gifts by mid-September, you’re generally behind the curve,” McGuire notes.

Starting early helps guarantee stock availability, avoid expedited or rush fees, and allows extra time for any type of custom product that needs to be done overseas, Senna notes.

Since there’s no time to waste, we asked suppliers and distributors to come up with recommendations for this holiday season. Here are six of the top gift category trends with the latest hot products for 2017.

1. Technology

These wireless earbuds (Pionears) come with a built-in microphone as well as a wall charger and external battery pack. From OrigAudio (asi/75254); promotionalspeakers.com.

When it comes to tech, Shumsky (asi/326300) likes high-end, retail-quality electronics and accessories. Matty Toomb, the company’s VP of sales, cites Powerstick.com (asi/51566) and Origaudio as two of the distributor’s go-to vendors. “We like the uniqueness and quality of their products,” he says. “But we also think their customized and retail packaging make them different.”

The technology category in the promotional product industry continues to grow in popularity year after year, thanks to constant advances and product enhancements, says Senna. “Smart home technology, app-enabled and wireless technology – these are the things people are looking for and are the items that carry high perceived value,” she says.

She expects one of Origaudio’s best-selling items this year will be its Pionears, true wireless earbuds with a charging base that can charge the earbuds as well as one’s mobile device, and an in-ear microphone to take and make phone calls.

Bluetooth speakers remain especially sought-after, and Senna has high expectations for Origaudio’s Sonosphear wireless speaker, which features big and bold branding. Separately, Prime Line (asi/79530) released its new poolside water-resistant Bluetooth speaker, which Director of Marketing David Fiderer says was a runaway hit during trade show season. A new color (white) will be introduced in celebration of the season.

Smart home tech products continue to be an exciting category, notes Brittany Blanco, senior account manager for Axis Promotions (asi/128263). Retail products like the Amazon Echo, Nest Learning Thermostat and new Apple Homepod have surged at retail, and Blanco says retailers are coming to market with affordable options, like buttons and plugs, that allow the user to control anything in their home. (Though not available in the promotional product industry, she cites the customizable Flic smart button as an example. The device can be connected to thousands of services and devices inside and outside the home.)

Security-related products, like webcam covers and gifts that shield RFID, will continue to be sought after as people are increasingly conscious of their online identity – even better when the products look good and serve a purpose, says the team at BrandVia Alliance (asi/145037).

2. Food

The six-way signature cube collection (6SCC-DTL) offers an assortment of premium treats in upscale packaging. From Midnite Snax (asi/71685); midnitesnax.com.

Edible enticements are a delicious way to dazzle. “Every year, branded food is a hot category at the holidays,” says Alli Willard, merchandise manager for Signet Inc. (asi/326636). She expects “hot chocolate on a stick” kits to be a big hit again this year, in addition to s’mores kits and stacked candy jars with varieties of candy in the shape of holiday classics like snowmen.

This year Prime Line has introduced Fascia Chocolates, a handmade Swiss-style boutique chocolate line, to its holiday offerings, according to Fiderer. The company is also featuring new plush bears wearing printed T-shirts, sold alone or as part of several holiday gift sets. One example: A bear packaged with a logoed mug and hot cocoa.

Sugarfina candy is a white-hot luxe candy brand that will continue to be a standout gift offering this year, according to multiple distributors. “Their sophisticated flavors, distinctively packaged stackable acrylic cubes and high perceived value,” make Sugarfina candy a great choice, says Larry Cohen, president and CEO of Axis Promotions.

Midnite Snax (asi/71685) offers similar packaging, but with a more traditional array of candy confections. Axis does quite a bit of its food gifting in partnership with the supplier. “Not only do they make a lot of their own food, ensuring freshness, but they do complete custom packaging,” says Cohen. “They also help us with sourcing. We can send them other gift items and they will package them with the food items.”

3. Travel

This Bluetooth luggage tag and tracker (ECSL-900121) alerts the owner when the bag is onsite, and increases its signal as it gets closer. From Powerstick.com (asi/51566); powerstick.com.

Last year, international travel by Americans increased by 8% over the previous year – one reason travel continues to be a hot category this year.

Axis’ Blanco highlights smart suitcases, with sleek styling and high-tech features, as an ideal gift for the sophisticated traveler. Recent retail innovations include the Away travel suitcase (lightweight with an unbreakable shell and built-in USB charger), and the Bluesmart Suitcase with a host of high-tech features (a super-charger that charges devices up to six times faster, GPS locator, remote auto-lock, smart scale and more).

While that functionality has yet to come to the promotional product industry, technology innovations can be found in travel accessories. Signet’s Willard suggests the BeagleScout Bluetooth tracker and luggage tag from Powerstick.com, which not only tracks luggage, but alerts the user when the suitcase is on site – the signal gets louder as you get closer.

Blanco also likes the LugLoc Luggage Locator from Hirsch Gift (asi/61005) – pack it in a suitcase and track luggage anywhere in the world from a smartphone.

4. Leather

This Leeman journal (LG-9221) features a faux leather cover that can be debossed and comes in 13 different colors. From Prime Line (asi/79530); primeline.com.

Leather remains a consistently popular holiday gift item. Its durability, versatility and high perceived value make it an ideal holiday gift. “Leather is a great luxury item and high-end gift for executives and top customers,” says Lindsey Schultz, marketing coordinator for Imagen Brands, parent company of Crown (asi/47700) and Vitronic (asi/93990). “What stands out about Vitronic’s Andrew Philips leather line is that it’s perfect for any budget – we have products under $20 all the way up to $500.”

Prime Line’s Leeman leather and faux leather items are consistently popular as holiday gifts, according to Fiderer. Journals, portfolios and luggage tags are top choices and easily customizable with deboss decoration. Don’t forget about gift sets, says Fiderer, which can include items like leather-wrapped tumblers that will be retained and used long after the food component in the set is gone.

“Our Tuscany faux leather collection has been extremely popular because of its many color options and tremendous perceived value,” says Fiderer, adding that it can be given by itself or as part of a gift set.

5. Apparel

New this fall, this heathered knit beanie (LG-9374) features a leather patch that can be debossed. From Prime Line (asi/79530); primeline.com.

Apparel is a category that continues to grow for holiday gift giving, according to HALO’s McGuire. The introduction in the past decade of more name brands, styles and (in particular) more options for women have allowed apparel to gain a larger share of the holiday mix, he says. Also, there are more electronic tools available in the industry to make sizing and style selection easier for intended recipients.

As for popular styles, “when it comes to apparel, clients favor fleece and quarter-zip jackets,” Shumsky's Toomb says.

For the first time this year, Prime Line will have a combination holiday catalog encompassing both Prime Line and Jetline offerings, and will include apparel and headwear. Sweatshirts and hoodies will be featured, and the company is expecting the Bella Canvas brand (a contoured, form-fitting line new to the supplier) to be a big seller, Fiderer notes.

The catalog will also feature beanies that incorporate wearable Bluetooth technology, as well as integrated LED light panels. One new beanie style from Prime Line will include a Tuscany leather patch, which can be debossed with branding.

6. Wellness

Drought-resistant plants called succulents promote serenity and offer an appealing look. From RKN Floral Design; rknfloraldesign.com.

“We predict mindfulness, wellness and happiness will continue to grow this holiday season,” says BrandVia’s Brown. “We feel the gift of health is always welcome – encouraging people to get healthier and maybe even disconnect from their phones and devices for a little while.”

One easy way to accomplish that, Brown says, is to give a book, even one that is messaged and creatively branded. “We believe in gifting people with books, and offering ways to gain focus and time for themselves – to inspire and encourage them. That will be on our minds this holiday season.”

One new trend in the mindfulness category that has gone over well with BrandVia clients, says Brown, are succulents – drought-resistant living plants housed in custom glass vases. “We also predict a returning interest in high-quality material like woods and leather,” she adds.

Essential oils, branded candles and aromatherapy products are also hot trends in this category, says Signet’s Willard.

Imagen Brands has embraced this trend, introducing Scented Sachets (small pouches that add scents to drawers and other places) and Aromatic Friends (plush toys with fragrance). Scented fragrances include cinnamon, lavender, jasmine and vanilla. Schultz says the Aromatic Friends are CPSIA approved and appropriate for all ages.

Jean Erickson is a contributing writer for Advantages.