Consumers Really Do Keep and Use Promotional Products

Jun 26, 2014 by

Consumers Really Do Keep and Use Promotional Products

PPAI Research Study conducted in 2012 indicated:

Usage of Promotional Products

Eight in 10 consumers own between one and 10 promotional products, six in 10 keep them for up to two years, and about half (53%) use a promo item at least once a week or more often.

The main reason for keeping a promotional product is usefulness. Ranking higher in usefulness are Computer Products (100%), Health & Safety Products (100%), and Writing Instruments (91%).

 Sporting Goods/Leisure Products/Travel Accessories (24%), Housewares/Tools (21%) and Wearables (23%) are more often kept because of their perceived attractiveness.

The top categories of promotional products kept because they can be used for contact information reference are Buttons/Badges/Ribbons/Stickers/Magnets (33%), Electronic Devices & Accessories (29%) and Computer Products (23%). However, promotional products are not often used for contact information reference. Only 35% have ever used promotional items for this purpose.

When it comes to frequency of use, Calendars/Planners (85%), Computer Products (85%) and Electronic Devices & Accessories (82%), take the top 3 spots

Most promotional products are kept at home (54%) or on the person (24%). Promotional products that are not worth keeping are either filed away and ignored (42%) or given to someone else. Only one in 5 trashes non-wanted promotional products.

Main takeaways

  • Promotional products are often present and used in consumers’ daily life. By providing useful promotional products (not only as references for contact information) that can be integrated in consumers’ life in an organic way, advertisers can increase their reach and potential for creating and maintaining brand awareness.
  • Promotional products should be thought as “gifts for family and friends” to extend their relevancy beyond target users to facilitate passing them to others and thus increasing their reach.