The Changing Promo Products Business

The Promotional Products Association International (PPAI) Expo, which happens every year in Las Vegas, can provide valuable insight to both promotional products distributors, as well as in-plants looking to either bring promotional products into their offering, or take the next steps to make their promotional products business more robust. The expo provides a valuable look at product trends for the year ahead.

Being that the show is aimed purely at the promotional products industry, it’s easy to zero in on any product category that interests you, be it apparel, drinkware, printed products, collectibles, or any of the other myriad branding opportunities in promo. We focused on two large product categories within promo, especially as people return to work and travel more than they had in previous years: drinkware and bags.

Drinkware

Arguably one of the biggest drinkware trends right now, be it in retail or promo, is the Stanley Quencher 40-oz. Tumbler. All across the show floor, drinkware suppliers included colorful tumblers and 40-oz. containers that took obvious inspiration from Stanley: vacuum-seal lids, tapered bottoms to fit in cup holders, sturdy and squared handles, and a straw.

A recycled tumbler from Koozie Group.

Rachel Rosario, senior director of marketing and communications for Koozie Group, in Clearwater, Florida, admitted that the 40-oz. tumbler was “everywhere,” and that Koozie had responded to the hype with its Big Recycled Tumbler, which has the look of a Stanley cup, but with a promo flair. The benefit, she says, is not only that it has a recycled plastic lid, but also a recycled plastic straw, and the whole cup is made from recycled stainless steel, something she says is a rarity in the modern drinkware world, and appeals to the environmentalist demands of many consumers.

“This one’s at a $17.59 price point on a C, with a minimum of 24,” she said. “Many people do recognize the Koozie brand, so customers who are looking for a more premium, retail-like product, but are not really wanting to spend the $40 price point, you still get a retail brand without the retail price point.”

Elsewhere in the Koozie booth, Rosario showcased an item called the Recycled Tumbler — also made from recycled stainless steel, but smaller than the Big Recycled Tumbler. It also doesn’t have a handle, which allows for top-to-bottom full-color printing.

Finally, she brought up something that’s more drinkware-adjacent. With big bottles comes the possibility of attaching accessories to the bottle, like a Boho Water Bottle Pouch. Think of it like a backpack for a water bottle.

“It’s made from recycled PET material, and it’s good for not just the drinkware items, but it’s also good for working out, taking it to the gym, exercising, the beach,” Rosario said. “I’ve used this several times as my purse, just when I don’t want to grab a lot of things. My cell phone fits in there. It’s got a holder for your keys.”

Bags

With so many cities and states outlawing single-use plastic bags, the reusable tote bag has never been more important. And while there will probably always be demand for the classic canvas tote with two imprint areas, maybe an inside or outside pocket, and handles that match the branding color, there are lots of other options in bags.

In totes alone, look no further than a company previously known for its jackets: Hexa | Custom, based in Boulder, Colorado. Just as its jackets are highly customizable and tailored for the outdoors, the bags have that same colorful profile and rugged influence.

As single-use plastic bags become increasingly outlawed, reusable bags are growing in popularity and allow for a wide range of print possibilities.

What’s most important about the bags, according to creative director Kathleen Baker, is that they’re unisex. Anyone can use them regardless of age or gender, so they have almost universal appeal.

But if carrying a tote bag isn’t your thing, traditional backpacks are still highly sought after in promo. At the PPAI Expo, the trend was generally a more minimal profile, with understated design elements, but plenty of flat surface for an embroidered logo.

Brevitē, a new brand out of New York that specializes in backpacks with plenty of carrying space and purposeful compartments (without looking like camping gear), set up on the show floor with a display showcasing its backpacks, cross-body bags, and carrying pouches.

“What we did was take a really simple silhouette of a backpack, and we loaded it with a ton of cool features — features we would want to use,” said Brevitē co-founder Elliot Kim. “There’s a luggage strap — really easy to travel — there’s a bunch of secret pockets where you could put your passport or your wallet when you’re on the go, a stretchy water bottle pocket that could fit a Stanley or a big Yeti. There’s a separate water-sealed laptop sleeve, which is great. Most laptop sleeves are inside of the bag.”

The Final Word

Ultimately, for every rule, there is an exception. For every giant water bottle TikTok users love, there will be people who want something smaller and more handheld. For every minimal backpack design, there are people who want a few more bells and whistles. The key is listening to your customers, taking a real interest in the products’ end use, and tailoring a promotion to something the end user will use often with a positive brand association.