As the year winds down, the holiday gift-giving season ramps up – and for promotional products distributors, it’s more than festive cheer. It’s the busiest, most lucrative stretch of the calendar, a golden opportunity to finish strong after a challenging first half marked by tariffs and economic headwinds. Q4 is where strategy meets sentiment, and smart gifting becomes a powerful tool for client retention, brand visibility and bottom-line impact.
The Counselor 2025 Gift Guide is designed to help distributors navigate the season. We’ve curated five distinct showcases, each tailored to a common buyer persona featuring product picks that are timely, thoughtful and on trend. These aren’t just gifts; they’re strategic solutions that speak to evolving client needs and preferences.
We also spoke with distributors across the industry to get a pulse on how Q4 is shaping up. Despite the turbulence earlier in the year, many are optimistic, and their insights offer valuable perspective on what’s working, what’s shifting and how to make the most of the season.
Gift Guide Showcases
The University Recruiter
From impressing prospective students to connecting with campus ambassadors to winning over alumni, this scholastic booster knows the impact of a well-chosen giveaway.
This half-zip sweatshirt (5628) is a perfect pick to stock a merch pop-up at new student orientation to capitalize on buzzing school spirit. Available from Charles River Apparel (asi/44620).
Arm admissions officers with this fun fidget stylus pen (PB23701) to hand out during high school recruiting visits. Available from SnugZ USA (asi/88060).
Make a good impression by gifting this festive knit cap (BN-100) to attendees at admitted students day. Available from BamBams (asi/38228).
Thank alumni who hit a certain donation threshold in 2025 with this thoughtful Moleskine notebook and pen gift set (101798). Available from Gemline (asi/56070).
A stadium bag (AU-OBTS) is a clear choice for giveaways at homecoming or alumni weekend as fans flock to campus football arenas. Available from Agraffes Innovation (asi/36722).
Provide new students with useful tech like this multipurpose portable charger (NH7315) in an orientation swag bag. Available from Promosmart (asi/80026).
Stand out at a college fair by giving out a custom straw topper (DIR100-E) shaped like the school mascot. Available from NC Custom (asi/44900).
Include this custom felt pennant (DFP-410) with prospective students’ acceptance letters for an extra boost of school pride. Available from Quinn (asi/80228).
Whether you’re looking to inspire clients, boost sales or simply spread some joy, this guide is your go-to resource. Let’s make this holiday season not just merry – but meaningful and profitable.
Holiday Cheer
Scoring sales in 2025 has been far from easy, but these promo pros are expecting positive movement in Q4 – even as they continue to face complications.
How might Q4 play out for the promo industry?
Door #1: Strong sales as buyers use their marketing budgets and finally place the orders they held off on in the first half of the year.
Door #2: Sluggish sales as price increases and inventory shortfalls – plus country-by-country reciprocal tariffs – take effect, scaring off buyers.
So, which is it? The answer is probably somewhere in between. Distributors tell Counselor they’re anticipating good activity for the last quarter of the year, even if there are challenges that will complicate orders.
Gift Guide Showcases
The HR Pro
Engaging employees and building workplace satisfaction is all part of the job for this culture warrior.
These JBL wireless noise-canceling headphones (JBLLIVE770) are an ideal employee prize for audiophiles and anyone who wants to tune out distractions. Available from HPG (asi/61966).
Perfect for toting essentials to company retreats, this organic cotton canvas backpack (TRD101) comes in eight attention-getting colors. Available from imprintID (asi/73651).
Help employees feel rewarded while making a positive impact with a double-wall vacuum-insulated Ocean bottle (WFB-SS) made from recycled materials (that also funds collection of ocean-bound plastic). Available from Goldstar (asi/73295).
This layflat journal (LFCustom) with a robust giveback program is certainly a noteworthy choice for internal seminars and culture-building workshops. Available from Denik (asi/49264).
Reward high performers on the team with this thermal soft-shell jacket (TRX-3W; TRX-3M). Available from Stormtech (asi/89864).
These high-quality pens (QS40TB) that also naturally biodegrade at the end of life hit the mark for new employees. Available from Pagani Pens (asi/79688).
Need a comfort piece for holiday lounging? This unisex mineral dye organic cotton tee (AL2400) fits the bill. Available from Allmade (asi/34341).
Keep a coordinated look for employees during a holiday-themed 5K fundraiser with this recycled performance cap (SAND). Available from Atlantis Headwear (asi/37380).
“I’m seeing a lot of eagerness from customers to find the perfect gift solutions, and they’re interested in shipping early this year,” says Kari Fleck Gutstein, national accounts for Counselor Top 40 distributor American Solutions for Business (ASB, asi/120075) and American Diversity (asi/120403).
“I think it’s going to be really busy – I’m actually a little bit optimistic,” says John Heinz of Spark Branded Solutions, an ASI Media 2024 Distributor Salesperson of the Year finalist. “For the most part, with budgets, if they had $100,000 to spend this year, they’re probably still going to spend $100,000, it might just be a little more backloaded – at least that’s what I’m putting my money on.”
Gift Guide Showcases
The Nonprofit Fundraiser
Fun gifts allow this cause champion to motivate volunteers and inspire donors, turning marketing dollars into lasting impact.
Eco-conscious organizations can give out this jacket (TM19657) made with recycled materials for outdoor events or cool-weather outings. Available from PCNA (asi/66887).
Volunteers will appreciate this drawstring bag (BG100) that’s perfect for holding event-day essentials and carrying them on the go. Available from Prime Line (asi/79530).
Donors and volunteers will love this teddy bear-shaped keychain (KC9529) as a keepsake or thank-you gift. Available from Sprinters Advertising (asi/88891).
These joggers (PST858) are a functional giveaway for nonprofit workers who can wear them at walks and awareness events. Available from SanMar (asi/84863).
Organizations can help ease stress during busy event days or planning seasons with this star-shaped stress ball (JK-3962). Available from Jornik Manufacturing (asi/63549).
These homestyle chocolate chunk, oatmeal raisin and sugar cookies in a gift box (SPD133) make an ideal holiday treat for hardworking staff. Available from Maple Ridge Farms (asi/68680).
This simple yet functional sun visor (60-263) offers protection for outdoor volunteers and participants. Available from Otto International (asi/75350).
Volunteers at nonprofits will find this mini-fan (FAN-MINI5) a handy item for warm-weather events or long days onsite. Available from STOPNGO Line (asi/57655).
Alice McCalla, owner of Fully Promoted Houston SE and NE, a franchise of Counselor Top 40 distributor Fully Promoted (asi/384000), acknowledges that “at this point, everyone’s reeling from tariff fatigue and the whiplash of what’s going to happen. Still, most companies, particularly the larger, more established corporations, they understand that business just has to go on.”
Even as orders move forward, distributors are still dealing with serious challenges.
“Shipping has been the hardest conversation because we don’t control the cost of it,” says Jason McCracken, a senior account executive for Counselor Top 40 distributor Eagle Promotions (asi/185320) who works with big-name clients such as T-Mobile and USAA. It even applies to major corporations because while those clients are spending millions of dollars overall, “within that you may have organizations or teams where their budget is $1,000,” McCracken says. “Those are the ones who really feel the pinch because they’re like, ‘Half of my budget is going to shipping.’”
Gift Guide Showcases
The Small Business Owner
Clever promos help this hometown go-getter delight loyal customers, draw in new faces and keep their brand buzzing in the local spotlight.
We all love to show off our favorite brands, and custom vinyl stickers (STICKER-VNL) act as advertisements on laptops, bumpers, phone cases or any flat-ish surface. Available from Morris Magnets (asi/72521).
The lived-in look of this chino washed dad cap (1700CTLG) gives off a feeling of warmth and trust in an “old reliable” way. Available from Caps Direct (asi/43804).
This 1 ½” round button (WL1597) is a small and unobtrusive way to market a business and can attach to everything from apparel to bags and headwear. Available from WOWLine (asi/98360).
Why bother opening the fridge when this magnet (S460) can entice hungry consumers to order from their local favorite. Available from The Magnet Group (asi/68507).
Items like these round lip balms (CB300) have so much brand visibility because they’re part of our daily routines. Available from Tekweld (asi/90807).
Every café should have something like this 12-/16-oz. corrugated beverage sleeve (D-BSL-WHITE) in order to keep the brand visible even for to-go orders. Available from American Accents (asi/35375).
It’s hard to beat the original traveling billboard. The Gildan unisex light cotton T-shirt (3000) is a timeless way for devoted customers to show off small businesses everywhere they go. Available from Staton Corporate & Casual (asi/89380).
Sometimes the best giveaway item is the kind you can slip right in your pocket, like these full-color, short-run matchboxes (1020-DP2). They’re a fun collectible with a genuine function. Available from Admatch Corporation (asi/31490).
This medium cotton canvas tote bag (3230) can accompany a purchase and act as an incentive for future shopping trips (while providing brand visibility along the way). Available from Hit Promotional Products (asi/61125).
That, says the ASI Media 2025 Salesperson of the Year finalist, is when “we have to get creative.” One example might be using the client’s internal shipping account to save on costs. In a few cases, the quantity may get reduced to stay on budget. Instead of adjusting the price constantly based on the latest tariffs, Eagle Promotions quotes the cost when the order is placed and then doesn’t adjust it until the products are on the boat. Over at ASB, Gutstein says the distributor has shortened its quote windows from 30 days to seven to reflect the most up-to-date costs.
The distributors Counselor spoke with note that buyers aren’t compromising on quality when it comes to product selection, even as prices have gone up.
“I’m finding that buyers are gravitating toward items with a giveback initiative more than ever,” says Gutstein, an ASI Media 2024 Distributor Salesperson of the Year finalist. “They’re steering away from low-quality ‘throwaway’ items and choosing high-quality, practical products that can be used daily.”
Gift Guide Showcases
The Brand Builder
From crafting buzzworthy merch drops to designing immersive event moments, this marketing maven turns every giveaway into an unforgettable experience.
This 10-oz. heavyweight crewneck sweatshirt (4711) is the perfect focal point for a youth-centric limited merch drop. Available from BELLA+CANVAS (asi/39590).
A client event wouldn’t be complete without a product-filled giveaway bundle that includes this TOPL 16-oz. recycled stainless-steel leak-proof tumbler (CT1020X), which can be refilled without removing the lid. Available from Logomark (asi/67866).
In a contest geared toward customers, this 12” propane outdoor pizza oven (G15101) would make a sought-after grand prize. Available from City Bonfires (asi/45223).
“Charge” up excitement for a new product launch with this magnetic wireless charger (4220) that can be used with any phone and includes a flip-out kickstand. Available from Powerstick.com (asi/51566).
These high-end Coach women’s sunglasses (0HC8410U-58447456), which tap into the current oversized ’70s-era trend in eyewear, would be the perfect centerpiece of a high-end influencer kit. Available from Links Unlimited (asi/67617).
Draw trade show booth attendees with a raffle giveaway of this three-piece “Relax and Renew” kit (KT202) that includes a bamboo wireless speaker, vanilla-scented candle and 4-in-1 massage gun. Available from High Caliber Line (asi/43442).
Promote wellness and mindfulness with this blossom kit (5653) that includes multiple themed seed pairings, such as “Tea” (mint, chamomile and lemon balm). Available from Illini (asi/62190).
This recycled canvas weekender bag (DFL005) is a luxurious way to reward top-tier customers. Available from Terry Town (asi/90913).
Retail brands continue to be big, says McCalla, noting the popularity of brands like TravisMathew and Carhartt – the last one particularly with her company’s top verticals of oil and gas and chemical companies.
That being said, McCalla adds, “inventory isn’t quite as healthy as it might normally be, just because some of the manufacturers were holding onto things.” (More than three-quarters of distributors told ASI Research in July that they’re experiencing inventory shortfalls from suppliers.) The shortages aren’t massive, according to industry insiders. Still, it’s best for distributors to cover their bases. “One of the things we always try to do when offering products,” McCalla says, “is to make sure there are a couple different suppliers out there so that if one doesn’t have the inventory we need, we can go to another one.” – C.J. Mittica
Gift Guide Showcases
Distributor Top Picks
Industry pros share their top selections for the season.
“I’ve forecasted bold ringer tees and full-color products that allow for a bespoke pattern. Think beyond a repetitive logoed pattern to something unique that utilizes the brand’s color.” – Tommy Gomez, senior director of creative strategy, Brilliant (asi/146116)
Augusta Sportswear unisex ringer T-shirt (710) from S&S Activewear (asi/84358)
“An oil and vinegar set offers a thoughtful, high-end touch that’s both practical and elegant.” – Koell Collins, founder, STBL Strategies (asi/300412)
Oil and vinegar set (DCC9161) from SRG (asi/84592)
“This is made in the USA of an uber-soft, cozy washable fabric that feels like nothing else you’ve ever felt. It’s like you’re holding a product made from a pillowy, dreamy, weightless neoprene.” – Mitch Silver, vice president, Printable (asi/299458)
Featherlite carryall (FLT002) from Toddy Gear (asi/91411)
“Kitchen items get used often and kept for years. This board’s function and durability mean long-term brand visibility in the heart of the home.” – Nicki Staats, vice president of vendor management, iPROMOTEu (asi/232119)
PolyBoo dual-sided 15” cutting board (20-7948) from Totally Bamboo (asi/91565)
“This foldout three-sided charger lets you power up your phone, earbuds and Apple Watch all at the same time. It’s compact and it has a generous imprint area, which is one of the big things we look for in products for our clients.” – Alice McCalla, owner, Fully Promoted Houston SE and NE
3-in-1 wireless charger (2285) from Twintech Industry (asi/92357)