Practical product categories topped the list of most-searched ESP terms among Canadian distributors in the first half of 2026.

New data from ASI Research indicates that “pens,” “tote bag” and “water bottle” were the top three search terms from January through June 2026. In Q1, top terms were “pens,” “tote bag” and “mugs”; “water bottle” took the third spot in Q2. Seasonal items like “sunglasses” and “martini glasses” also took top spots.

New data from ASI Research shows first-half ESP searches among Canadian distributors were mostly for items like bags and drinkware.

Among the largest increases for the first half of the year were “water jug” (up 975% year over year), “soccer” (up 351%) ahead of the FIFA World Cup and “stadium cup” (up 112%) in time for soccer match get-togethers and outdoor events. “Can cooler” and “hand fans” also increased in search frequency by 38% and 37%, respectively.

Meanwhile, searches for “beach ball” dropped 63% year to year, “polo” by 59% and “stress ball” by 57%.

“The first half of the year saw Canadian distributors reaching for staple products amid some continued economic and consumer uncertainties,” said Hannah Rosenberger, Counselor data analytics editor. “But the warmth of the summer months and big events like the World Cup certainly still had an influence on demand so far in 2026.”

Paul Wieleba, owner of multi-line agency {WE} Promotional Advertising, said he’s not surprised that reliable categories like writing instruments and bags topped the list of the first half of the year. “When clients get cautious, they don’t get more creative. They get safer,” he said. “With pens, bags and drinkware, buyers know the price and they know the decoration works, and nobody has to defend the line item when budgets are being highly scrutinized.”

Wieleba added that distributors’ queries about hard goods are increasingly specific – they know the function, price point and style they’re looking for. When it comes to apparel, meanwhile, distributors are asking themselves if they would personally wear the garment in their free time. “Budgets are tight, so purchases require justification and purpose,” said Wieleba. “End-buyers still want promo, but the recipient needs to keep and use it.” He added that Canadian-made is still in demand, though a small market for domestic production often means having to look for palatable options.

Searches for “soccer” increased 351% year over year in H1 2026. (ASI Research)

“Supporting Canadian-owned and -operated suppliers is the alternative most distributors have shifted toward, and these suppliers are actively promoting what they offer,” said Wieleba. “Ultimately, though, I think the right product still wins.”

As the industry heads into the second half of the year, Wieleba expects distributors to continue to ask for value items as well as gift-appropriate products for the fourth quarter, such as retail-adjacent drinkware, curated kits and premium quarter zips and vests.

“The common thread is that it’s something the recipient might have chosen for themselves,” said Wieleba. “This year, utility opens the door, but quality, relevance and perceived value are increasingly what get the order.”

In general, it’s been a slow first half of the year for North American promo companies. Sales in Q1 rose just 1.8% year over year due to inflation and geopolitical uncertainty, most notably the ongoing conflict with Iran. Sales in the following quarter improved to 2.5% above Q2 2025, but headwinds like high costs, tight budgets and cautious purchasing persisted.

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