Additionally, All-In-One's scented pens are great for food-based organizations and events, but can extend beyond the obvious markets. "Realtors use a lot of the chocolate-chip pens because they've been taught that if they have an open house, they should bake cookies so that when the prospective buyers come in, the house will smell like home," Cohen said.
Pens have limited space to get a brand noticed, right? Not anymore. Large clips, wide barrels and improved imprinting technologies will make this line of thought disappear. The BIC Super Clip not only has a large imprint area, but is the company's debut writing instrument to feature its britePix printing technology. "It really is a great amount of space [on the clip]," High said, "and with the added feature of britePix, to be able to do a full-color imprint and even add personalization to that, that's something that we believe customers are going to be really interested in because it's really a very dynamic imprint."
Padian noted that regardless of the imprint size, the usage is more important. "We use the word 'subtle' when you decorate a pen versus a T-shirt, but a pen makes approximately 37 appearances a day, so for us, it's logo frequency," he said.
Padian noted that styluses are on the rise with more than 4 million new tablet users. Although the market steers toward stylus pens $3 or less, end-buyers are willing to pay more when it comes to buying high-tech gadgets as gifts. "They're going to spend $200 to $400 on a tablet or a Kindle," he said. "They're having no problem now spending $10 to $20 on a stylus pen as opposed to 89 cents (the cheapest version)."
Additionally, the stylus has evolved with the pen now retracting through the stylus instead of being located on the opposite end. Cohen noted that this advancement soon will result in most pens having that dual tip. "You want something in your purse or your pocket or your shirt pocket, and being able to use a pen and then—you want to grab your tablet or you want to grab your phone—you just simply retract the pen, and suddenly you're using it as a stylus wand."