Key Takeaways:
• Verified Sustainability: Sustainability is a major focus, with end-buyers demanding proof of eco-friendly practices. Suppliers are responding by using recycled materials and providing transparency through traceability measures.
• Ramped-Up Personalization: There is a growing demand for highly personalized products. Suppliers are offering unique customization options, such as custom shoes and decorated apparel, to meet this trend.
• Retail-Inspired Versatility: Products that can transition between different settings, like work and home, are in high demand. Suppliers are drawing inspiration from popular retail brands to create versatile and multifunctional items.
TREND 1: VERIFIED SUSTAINABILITY
It’s hardly accurate to call the sustainability movement a “trend” at this point. Some 74% of end-buyers consider it important that the promo items they purchase are environmentally friendly, according to a recent ASI Research study – and 63% of them would pay a premium for sustainable products.
Still, it’s becoming more common that end-buyers and distributors alike require something beyond just a marketing claim that an item is sustainable. “People are still really looking for eco-minded products, and what I’m also finding is that they’re looking for the story behind it,” says Dan Edge, president at New Jersey-based Peerless Umbrella (asi/76730).
By “the story,” Edge means ways for clients to see where their products are coming from – and for suppliers to prove their commitment to sustainability with traceability or tracking measures.
Suppliers are stepping up to meet the demand. Recent product releases from Fossa Apparel (asi/55141), for example, are made from a fabric that’s at least 30% recycled materials, says Tim Mason, vice president of sales. The company even took it a step further by publishing a video that details the process it takes to turn water bottles into the recycled fabric they use.
Similarly, Peerless recently introduced a collection of Waste2Gear-branded bags – a backpack, travel pouch and duffel made from fabric created from ocean-bound plastic. The products’ website listings contain a wealth of information about why reducing ocean-bound plastic is important, and the products themselves, Edge relates, have two QR codes that link to landing pages to educate recipients about the traceability and creation of the bags.
Notably, the transparency issues are all part of the broader movement among suppliers that’s centered on using more sustainable materials in products. Sabrina Wilt, marketing manager at Illini (asi/62190), says the initiatives have grown bigger than specific products – for Illini, it’s a shift in how they’re thinking about everything from product development to packaging. In 2025, the firm is focusing on a variety of bamboo and wood items that are both functional and meaningful, like its acacia wood and marble blossom kits.
Meanwhile, drinkware supplier ETS Express (asi/51197) is transitioning to more products being manufactured with recycled stainless steel, as prices have come down and quality has increased, according to Vice President of Sales Adam Stone. The supplier just released a Reclaimed Collection, featuring items like the h2go reef and aerial tumblers, which are made from 90% post-consumer recycled stainless steel. “Customers are asking for more,” Stone says, “and I think that trend will continue.”
TREND 2: RAMPED-UP PERSONALIZATION
It’s also “trendy to be unique,” says Sock101 (asi/88071) Vice President of Sales Rachel Hoskins.
While that might sound contradictory, what it means in practice, she says, is that people want things that are extra personalized – something that stands out. That was much of the inspiration behind Sock101’s growing custom shoe capabilities, including the golf shoe the supplier is launching this year.
People have been asking Hoskins for golf shoes for years, she says, and the supplier is delivering. “We can even do our branded experience – a shoe bar with the golf shoes where people can personalize their golf shoes onsite,” Hoskins says. “I think customers are still itching for those experiences.”
Elsewhere, Counselor Top 40 supplier Blue Generation (asi/40653) is looking to make a similar impact with decoration options for their bonded collar polo and the new long-sleeve hooded tee they’re releasing in 2025. As the market changes, everyone wants something new, says David Zipes, the supplier’s president of product and design.
“We get a lot of inspiration from retail based on what they’re doing differently to make a hood unique,” Zipes says. “What brings this to life? What can we do better?”
The lightweight style of the hooded tee is all over retail right now, for example, Zipes says. But Blue Generation is adding its own spin to the item with options to sublimate the hood interior with a logo or add customization to printed drawstring cords. With the bonded polo – which is relaunching with an expanded color lineup and ladies’ style – it’s offering decoration on the inside of the collar.
TREND 3: RETAIL-INSPIRED VERSATILITY
Blue Generation isn’t the only supplier pulling inspiration from popular retail brand offerings with their new products.
Fossa Apparel’s 2025 outerwear items – and most of their products, for that matter – have a direct counterpoint in top retail brands like The North Face and Peter Millar. The supplier tries to follow retail trends that are adaptable to the promo market, says Mason.
The new Journey soft shell vest, for example, is modeled after a similar one from cult-favorite Lululemon. The Riposte zip-up jacket resembles one from Vuori.
The bigger retail trend that these styles draw from? They can be dressed up or down for work or home – and customers want that versatility in their apparel.
“What’s trending right now,” says Mason, “is athleisure that you can wear 9 to 5 and 5 to 9.”
That type of versatility is in demand outside of the apparel space, too.
Clients are asking for multifunctional drinkware at ETS Express, says Stone – like a water bottle that can turn into a tumbler with the swap of a lid or hybrid items that cater to hot and cold drinks.
At Compass Industries (asi/46170), a supplier focused on brand name tools and gear, Marketing Director Keith Barbalato says the more features they can get on a multi-tool or flashlight, the better. Sleek retail aesthetics or uniquely shaped tools do well, but what’s most important is functionality.
“They want something that works, not something that’s a toy or just symbolic of a tool,” Barbalato says.
TREND 4: ATTRACTIVE GIFT SETS
Suppliers say that demand for gift sets is growing, and some are increasing their offerings in the category.
Take Lungsal (asi/68190), which is enhancing its selection of prepackaged sets in the new year to appeal to clients who want easy gifts for executives or employees.
With that in mind, the supplier is releasing a dozen new configurations of executive pen sets for 2025, featuring some of its top-selling writing instruments. Along a similar vein, Peerless has added products like a whiskey smoker set – that allows the user to smoke their favorite liquor – and a game night set.
The game night set, and similar fun-oriented products, have grown in popularity thanks to an increased focus on mental health and wellness at the corporate level.
“Companies are buying them for their break rooms or for outside,” Edge says, “just so employees can take a brain break during the day and have some fun.”
