Consumer Behavior Towards Promotional Products

Key Findings by Product Category:

Shirts

• On average, males own 1.5 more promotional shirts than females.

• Both males and females have had their oldest promotional shirt for an average of about four-and-a-half (4.6) years.

Bags/Totes

• On average, females own more promotional bags/totes than males (6.6 vs. 5.2, respectively).

• Both males and females have had their oldest bag/tote for an average of just over 4 years.

• Color preference: Black, blue and beige/tan are the most popular colors for bags. Preferences were consistent across the channel.

• Bag material End-users overwhelmingly prefer canvas for bags/totes (85.1%)

• End-users use promotional bags/totes most often when going to/from work.

• Female end-users are far more likely than males to use a bag/tote for shopping respectively.

Caps/Headwear

• On average, males own nearly three more promotional caps/headwear items than females

• Both males and females have had their oldest promotional cap/headwear for an average of 5 years, though males on average have older caps.

• Color preference: Black is the most popular color among all groups.

• Beige/tan and blue were also popular.

Writing Instruments

• On average, females own more promotional writing instrument than males (12.8 vs. 10.7, respectively).

• Both males and females have had their oldest writing instrument for an average of about 3.5 years.

• Only about one in three (35.1%) end-users felt the brand of writing instruments was important.

Mugs/Glassware

• On average, males own slightly more mugs/glassware items than females (6.2 vs. 5.1, respectively).

• Both males and females have had their oldest mug/glassware item for an average of about 5 years, though males on average have somewhat older mugs/glassware.

Desk/Office/Business Accessories

• On average, females own slightly more desk/office/business accessories than males (5.2 vs. 4.8, respectively).

• Both males and females have had their oldest desk/office/business accessory for an average of 3.2 years.

• USB memory sticks were cited by over half (54.2%) of end-users, higher than any other category.

• Business card holders remain popular, as nearly one-third of end-users still have them.

Calendars

• On average, both males and females own about 2 promotional calendars.

• Males have higher expectations as to the quality of calendars with a prestige-brand logo than females.

• Wall calendars are preferred by 58.8% of end-users in total and 63.8% of males.

• 40.0% of suppliers feel end-buyers prefer desk calendars

• The images on the calendar and the layout of it are the primary reasons end-users cite for displaying a promotional calendar

• Females are twice as inclined as males to keep a calendar beyond the time period it covers

Promotional Products as Incentives

There are considerable opportunities beyond trade shows for promotional products. For a product they like, end-users are willing to complete a host of activities such as take a survey, “Like” a company on Facebook or buy the gift with purchase. Promotional products as incentives to meet with a sales rep should be deemphasized, while other activities can be promoted.

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