Holiday gifting season is here, and the brief from clients is consistent this year: give something people will use. Research from PPAI and session takeaways from ASI Show Chicago 2026 point to the same ten categories. Here is where I would put a 2026 holiday budget.
1. Name-brand drinkware
Stanley and Yeti tumblers lead because recognizable brands raise perceived value. At ASI Show Chicago, PCNA cited Coresight Research finding that 73% of gift recipients feel more appreciated when a gift comes from a well-known brand.
2. Premium outerwear and hoodies with subtle branding
PPAI’s Product Power 2026 study describes branded apparel as moving past logo placement to become a wearable expression of belonging. In earlier PPAI consumer research, 44% of respondents preferred subtle branding over big, bold logos. A tone-on-tone logo gets worn on weekends.
3. Everyday tech
Noise-canceling headphones, power banks, and compact speakers. Per PPAI, nearly 38% of consumers say tech items make them see a brand as modern and relevant. PCNA pointed to Skullcandy headphones and Thule bags as brand-name picks.
4. Cozy blankets and loungewear
PCNA tied this category to hygge and coffee shop culture: blankets, comfortable sweatshirts, mugs, and tea sets all fit the season and stay in use at home through winter.
5. Travel organizers
PCNA calls it “Carry-on Culture.” Packing cubes, tech organizers, and power banks suit the nearly one-third of Americans who say they will travel this holiday season.
6. Wellness gifts
Robes, portable blenders, and self-care items. PCNA referenced McKinsey research showing millennials and Gen Z account for more than 41% of annual wellness spending.
7. Golf gifts
Premium balls, bag coolers, and rangefinders work well for executive and client lists. The National Golf Foundation reported 48.1 million Americans engaged with golf in 2025, the highest participation on record.
8. Mug-and-treat sets
A festive mug paired with coffee, tea, or cocoa. It is an easy way to turn a practical item into a holiday moment, and the mug stays on the desk long after the cocoa is gone.
9. Pet products
Americans spent more than $158 billion on their pets in 2025, according to the APPA, which prompted PCNA to enter the category. Options range from holiday bandanas to a Stanley pet bowl.
10. Keepsake ornaments and custom knit socks
These cover the budget tier. An ornament comes out of the box every December, and PCNA noted that demand for products under $10 remains strong.
Quality over quantity
In PPAI’s 2026 consumer research, 66.2% of consumers prefer fewer, high-quality items, compared with 19.7% who prefer more, lower-cost items. PPAI also found 65% are very likely to keep a branded product for six months or longer, citing durability, design, and material.