Conducted yearly by the Advertising Specialty Institute, findings in this study are based on thousands of in-person and online surveys taken by consumers in the US, Canada, Mexico and parts of Europe. This survey answers questions about promotional products’ reach, consumers’ perceptions of them and how branded products influence buying decisions and products’ impact on consumer opinions of the advertiser.
This study shows the power of promotional products among consumers on a global scale, and their affordable cost-per-impression (CPI) as compared to other forms of advertising.
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Product Ownership
U.S. consumers were asked which promotional products they currently owned. Promotional items are defined as items that have an advertiser’s logo and/or message on them. They are usually given away free by companies to consumers.
As the graphic below reveals promotional pens and drinkware are widely owned by consumers across the United States. Nearly 9 in 10 consumers report owning each. In fact, most categories of promotional products are owned by more than half of consumers!
As the graphic below reveals promotional pens and drinkware are widely owned by consumers across the United States. Nearly 9 in 10 consumers report owning each. In fact, most categories of promotional products are owned by more than half of consumers!
Environmentally Friendly Promotional Products
Made in USA Promotional Products
Staying Power
Respondents were asked how long they keep a typical type of promotional item. Across all promotional products, the average was about one year. Outerwear, umbrellas and T-shirts stay around longest while Calendars, Writing Instruments and Headwear are kept the shortest amount of time.
Promo Products Make an Impression
For this section, the average number of impressions each promotional product receives was calculated. The number of impressions a product makes was derived from multiplying how long a recipient has the product by how many people they come in contact when using it by the frequency of its usage. In the U.S., outerwear generates the most impressions (6,100) of any item measured in the study. This is because outerwear is often worn in public places where it can be seen by many people. Other items that deliver a large number of impressions are headwear, T-shirts, bags and writing instruments.
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Why Keep It?
How Many Promo Items People Own
In the study respondents were asked how many promotional products were in their household. The results indicate the average household in the United States owns 30 promotional items! The number varies somewhat by region of the country and age of the respondent, but the fact is that promo products are everywhere in households!
