Gen Z is taking their downtime offline – and their newfound interest in crafting, crocheting and cross-stich could be a fun basis for your next promo campaign.

Knitting. Crocheting. Embroidery.

Crafting hobbies like these have stereotypically been associated with retirees and grandmas, but this category of pastime has been finding a new audience in a chronically online group that’s eager to get offline: Gen Z.

Budding crafters in their 20s have flocked to “grandma-core” hobbies like needlepoint or scrapbooking as a way to digitally detox in a constantly online world – and it’s selling. The Wall Street Journal reported that needlepoint canvas and cross-stitch pattern sales were nearly double this May compared with last year. Crochet kit company The Woobles landed itself in the top 20 of last year’s Inc. 5000 list of the fastest-growing private companies in the U.S. It’s even become a trendy aesthetic in the design world, with a style that embraces eclectic décor and a cluttered but cozy atmosphere.

But speaking more broadly, Gen Z is more likely than other generations to keep promo items that they find both useful and attractive – which is where a branded craft kit, something both cute and activity-based, could come in handy for an upcoming promo campaign targeting college students or young professionals.

Here are a few ideas for appealing to Gen Z’s newfound love of grandma-core.

Host a “Stitch & Shop”-Style Event

Bring together small businesses or several of your more nearby clients for a “Stitch & Shop” event at the local community center, park or library. Advertise a free crochet kit – branded, of course, with the logos of attending businesses – to attendees who visit at least five vendors to browse.

Bonus Points: Provide chairs and free snacks to encourage attendees to stick around, mingle with business owners and complete their crochet creation while at the event.

A Scrapbooking Campus Pop-Up

Make a splash with a pop-up at your client’s closest college campus featuring custom washi tape, stickers or scrapbook paper. Students can spend a few minutes crafting a scrapbook page with the branded goods and an assortment of magazine cutouts.

Bonus Points: Add a (branded!) photo backdrop and a Polaroid onsite so participants can snap a cute photo to add to their creation – making it more likely they’ll put it on display back in their dorm rooms.

Sponsor a Crafting Class

Suggest that a client partner with a local art studio, knitting group or the like offer a beginner-level crafting class either for college students or community members. The branding opportunities are endless – cross-stitch hooks, paintbrushes, beading kits and more.

Bonus Points: Create themed goodie bags for class attendees who also make a purchase from the host studio or sign up for the sponsoring client’s service.

Keep the Focus on Life Skills

If this trend seems a little silly, keep the focus on an important skill for, well, anyone: sewing. With thrifting clothing and a more DIY style always popular among Gen Z, a simple sewing kit with a needle and thread could go a long way for brand engagement if given out at vintage pop-ups or markets.

Bonus Points: Host a fun booth at one of those pop-ups focused on teaching attendees how to mend clothing or patch up their newfound finds.

Keychains and tags – a top ESP-searched promo category last year – are a staple for organizing keys or decorating everyday items like bags and purses.

Keychains and tags may be small, but they pack a promo punch. Whether they’re clipped to backpacks, belt loops or car keys, they offer high visibility at a low cost, making them a practical tool and a favorite for branded merch.

Students can keep keys handy with this stretchy mini-wrist lanyard. The full-color band features a durable split ring that attaches securely in dorms and gyms. Great for fitness centers or college rec programs.

This keychain doubles as a 39” pocket-sized tape measure with self-lock release, rubber grip and secure clip-on ring – perfect for measuring on the go. Ideal for contractors and real estate agents.

This compact combo tool features a slide-out phone stand for hands-free viewing and a swivel screen cleaner to keep devices smudge-free. Includes a split ring attachment to attach to bags or keychains. Consider tech conferences.

Featuring a durable lever edge, stainless-steel insert and split ring, this bottle opener keychain opens cans and bottles with ease and comes in a variety of colors. A smart pick for restaurants or outdoor festivals.

These lightweight acrylic keychains are fun everyday accessories that can be fully customized with any artwork, shape and message. Designed to stand out on backpacks or lunch bags, they’re a must for student clubs, artists or startups.

A unique take on a classic, this genuine leather keychain is sleek and simple, making it a solid choice for organizing keys and elevating everyday items. Well-suited for law firms and in corporate gifting kits.

Explore the standout promotional items that distributors voted on as the winners of ASI Chicago’s Product Showcase.

The ASI Chicago show floor was chock-full of new products and exciting industry trends – and that innovation extended over to the Product Showcase, where suppliers showed off their latest and greatest offerings. Distributor attendees scouring the displays had the chance to vote on their favorites in fun categories from “most unique” to “best eco-friendly product.” Here are the winners.

Most Unique: Rhythmic Robotic Bluetooth Speaker

Dance the night away with this Bluetooth-enabled dancing speaker robot, made of durable ABS plastic. The device syncs to music or custom routines via the Robert app and delivers up to 4 hours of playback time. Great for STEM programs or tech-themed youth events.

Most Fashion-Forward: The OG Perforated Interchangeable Rope System

Mix and match stock hat and rope colors for a unique headwear style with this five-panel mid crown hat, featuring the OG perforated interchangable rope system. Ideal for outdoor brands or team-building retreats.

Best in Technology: AirFly SE

Use Bluetooth headphones for in-flight entertainment, gym TVs and more with this tiny wireless adapter that plugs into any headphone jack. A smart giveaway for travel agencies, airline loyalty programs or tech-savvy fitness clubs.

Best Eco-Friendly Product: Geometric Wooden Planter with Succulent

This fully assembled planter kit comes pre-planted with a live succulent and makes for a perfect onboarding or employee appreciation gift. Choose your laser-engraved logo location on either the maple or walnut wood side.

Most Fun: Surprise Cake

Celebrate company birthdays or anniversaries with this confetti-packed explosion box, holding a 4-inch cake as well as custom sprinkles, ribbon and a personalized message card. Optional candy pop-up add ons available for extra flair.

Most Useful: Work From Anywhere Kit

Hybrid work calls for a hybrid kit. This compact clamshell bag in vegan leather holds 18 essentials for hybrid work life, from tech tools to office suppliers to personal care items. Optimal for remote employee appreciation or an office shifting to a hybrid work model.

Branded pens continue to be a perennial favorite among end-buyers. They’re both versatile and practical for clients from banks to schools to tech companies, and demand is more than consistent. Choose a classic style with a stylus tip for your next client campaign – or be a little silly with a mini-character.

Lightweight and reliable, this retractable classic BIC Clic Stic comes in hundreds of color combinations, is certified carbon-neutral and features a break-resistant clip. Great for onboarding kits in university admissions offices.

This plunger-action Dart pen is classic and versatile, with a functional design ideal for bulk distribution. One-color imprint on pen tube and insertion included. A smart fit for career fairs hosted by colleges or trade schools.

Recipients of the Lavon Stylus Chrome Pen can move from paper notes to touchscreens seamlessly. With a metallic satin-finished barrel and color-matched stylus, it’s ideal for startups, tech conferences or coding boot camps.

Fun and functional, this MopTopper pen features a smiley face, tie-shaped clip and a floppy head of “hair” that doubles as a screen cleaner. Includes a stylus tip and black medium-point ink. Perfect for prize boxes in pediatric dental or doctor’s offices.

Offer a classic name with a sophisticated touch – the Sharpie S-Gel pen delivers bold, vivid lines with no smear or bleed. With a contoured rubber grip and a sleek matte finish, it’s a solid choice for legal firms or office meetings.

With a stylus tip, chrome accents, soft-touch barrel and plunger-action design, this Gardena pen is a thoughtful pick for grand openings or real estate open houses. Features a medium point and black Glide-Write ink for a smooth feel.

Sustainability has surpassed “trend” status in the promo industry – and it’s expected to grow into even more of an expectation for end-buyers eager for eco-friendly items to build their campaigns around. From recycled materials to responsible production, every category in promo has its sustainable solutions, including drinkware.

Recipients can take hot or cold drinks on the go in this 20 oz. Wheat Himalayan tumbler, which is BPA-free and has a unique flecked finish produced from plant-based materials. With a spill-resistant snap-on lid, it’s ideal for travel agencies or hospitality venues.

This classic 16 oz. stadium cup is ideal for tailgates, music festivals or alumni reunions – and will last beyond the event. It’s smooth-walled, dishwasher-safe, recyclable and made in the USA from BPA-free plastic.

Flexible, colorful and nearly indestructible, this 16 oz. silicone pint glass handles hot or cold drinks with ease. Safe for microwave, dishwasher and freezer use, and it won’t fade, crack or scratch. Well-suited for outdoor concerts or brewery tours.

Triple-insulated and vacuum-sealed, this Corkcicle tumbler keeps drinks ice-cold for over nine hours – even in the sun – or hot for up to three. Features a stylish, spill-resistant lid with a sliding sip-through top. A sleek pick for golf tournaments or tech conferences.

Blend style and sustainability with this 24 oz. Tritan water bottle. BPA-free, durable and available in multiple colors, it’s designed for hydration on the go and fits most cup holders. A smart choice for wellness programs or campus rec centers.

Offer a sustainable sip with this 16 oz. eco-tumbler, made from eco-friendly plastic sourced from 51% wheat straw. Features a matching lid and takes a silkscreen imprint. A thoughtful fit for green initiatives or farmers markets.