One of the best sources of data related to promotional product trends – i.e. which promotional products are the most cost-effective and popular with consumers – is the Advertising Specialty Institute (ASI)’s Ad Impressions Study, which is released every 1-2 years. The 2022 edition of this report provides detailed insight into promotional product trends – specifically which types of promotional products are most likely to influence a consumer to do business with a brand.
ASI’s 2022 Ad Impressions Study uses geographic and demographic segmentation to obtain rich insights into which promotional items are most likely to deliver the best ROI for your business. Their survey of nearly 40,000 U.S. consumers is full of useful information including:
Read our summary of ASI’s research below, including some useful statistics to help inform your promotional product purchasing decisions in 2022.
Or check out Metron Branding’s report on Corporate Gifting Trends for 2022 for a broader overview of trends seen in the corporate gift and promotional products industry right now.
Promotional Product Trends by Demographic
Gifting apparel like jackets, moisture-wicking shirts, and polo shirts to men is a smart use of your advertising budget, according to data included in ASI’s 2022 Ad Impressions Study. Women, on the other hand, tend to favor health & safety items in addition to jackets, coats, and performance wear.
Based on data analyzed at the end of 2021, ASI’s study also uses demographic segmentation to indicate which promotional products can help influence purchasing decisions and brand loyalty among consumers by age group. Outerwear was selected as the most influential promotional product category across all age groups – except for consumers in the 25-34 age bracket who prefer performance wear. Some additional insights into consumer preferences for promo products by age group:
- Among consumers aged 18-44, promo bags like backpacks and tote bags are influential.
- Both older consumers (55+) and young consumers (aged 18-24 years old) indicated that promotional umbrellas would influence them to do business with a company.
- Among 25-34 years old, writing instruments like pens and highlighters are influential.
- Among middle-aged Americans in the 45-64 year old demographic, drinkware is quite popular right now.
The 5 most influential promo products by consumer age group are:
- 18-24 years old: Outerwear, health & safety, bags, performance wear, umbrellas
- 25-34 years old: Performance wear, outerwear, writing instruments, bags, health & safety
- 35-44 years old: Outerwear, health & safety, performance wear, polo shirts, bags
- 45-54 years old: Outerwear, performance wear, health & safety, drinkware, masks
- 55-64 years old: Outerwear, masks, umbrellas, drinkware, performance wear
- 65+ years old: Outerwear, masks, performance wear, umbrellas, health & safety
The 5 most influential promo products among men and women are:
- Men: Outerwear, performance wear, polo shirts, masks, writing instruments
- Women: Outerwear, health & safety, performance wear, bags, masks
Promotional Product Trends by Product Type
Outerwear, Performance Wear, Polo Shirts, Face Masks, Health & Safety
According to ASI’s 2022 Ad Impressions Study, the top five most influential promotional products across all demographics are: health & safety promo products, face masks, polo shirts, performance wear, and outerwear.
For detailed information about these trending promotional items, visit our guide to The Best Promotional Items to Give Away in 2022
Promotional bags are more likely than polo shirts to influence a woman to conduct business with an advertiser. Bags are also the best promotional item to give away in Michigan. Bags are most influential in the Southeast region of the U.S.
Calendars are one of the top 5 most influential promotional items in Arizona, New Mexico, and Ohio. They are more influential in the Northeast region of the U.S. than any other area.
Residents of Alaska, Alabama, Arkansas, and Kansas favor promotional headwear like hats and caps. Promotional hats and caps are more influential in the Northeast region of the U.S. than any other area.
Desk accessories like desktop organizers and toys are particularly influential in California – and the Southeast.
Consumers aged 45-64 prefer promotional drinkware to polo shirts. Residents of Rhode Island, Virginia, California, Washington, Alaska, and Hawaii also love promotional mugs and travel tumblers!
Mobile Power Banks
Mobile power banks – aka portable chargers – are most popular with residents of Hawaii, Massachusetts, North Dakota, Oregon, Alabama, Arkansas, and Colorado.
Promotional t-shirts still hold some sway with residents of the humid Midwest and Southeast regions (and people living in Maine, New Hampshire, and California). Giving away t-shirts to consumers in Midwest and Southeastern states like Minnesota, Illinois, Indiana, Kentucky, and Georgia is a smart advertising choice.
Promotional umbrellas are especially appealing to younger consumers who are less likely to own such items. In fact, promotional umbrellas are one of the top 5 most influential promotional items among younger consumers (18-24) as well as older consumers and senior citizens (aged 55-65+).
Not surprisingly, promotional umbrellas are most influential in the rainy Northeast region of the U.S. Other states that favor umbrellas include Hawaii, Oregon, Michigan, Ohio, North & South Dakota, Nebraska, Oklahoma, Kansas, Louisiana, Missouri, Virginia, Georgia, and North & South Carolina.
USB drives are more influential in the Northeast area of the U.S. than any other region. Promotional flash drives were the #2 most influential promotional item in both Arizona and Massachusetts, according to ASI’s survey.
Writing instruments (e.g. promotional pens) were found to be more influential among men than health & safety items! Residents of Massachusetts also like receiving writing instruments as promotional gifts or items. Promotional pens are more influential in the Southeast than any other region in the U.S.
Promotional Product Trends by State
The #1 most influential promotional product in each one of the United States:
Alabama – Health & Safety
Alaska – Health & Safety
Arizona – Health & Safety
Arkansas – Health & Safety
California – Desk Accessories
Colorado – Outerwear
Connecticut – Outerwear
Delaware – Polo Shirts
Florida – Outerwear
Georgia – Outerwear
Hawaii – Masks
Idaho – Masks
Illinois – Outerwear
Indiana – Outerwear
Iowa – Outerwear
Kansas – Caps/Headwear
Kentucky – Outerwear
Louisiana – Outerwear
Maine – T-Shirts
Maryland – Performance Wear
Massachusetts – Writing Instruments
Michigan – Bags
Minnesota – Outerwear
Mississippi – Writing Instruments
Missouri – Performance Wear
Montana – Health & Safety
Nebraska – Health & Safety
Nevada – Outerwear
New Hampshire – Outerwear
New Jersey – Umbrellas
New Mexico – Polo Shirts
New York – Outerwear
North Carolina – Outerwear
North Dakota – Outerwear
Ohio – Outerwear
Oklahoma – Outerwear
Oregon – Umbrellas
Pennsylvania – Outerwear
Rhode Island – Drinkware
South Carolina – Masks
South Dakota – Outerwear
Tennessee – Writing Instruments
Texas – Performance Wear
Utah – Outerwear
Vermont –Performance Wear
Virginia – Drinkware
Washington – Performance Wear
West Virginia – Outerwear
Wisconsin – Masks
Wyoming – Outerwear
Make More Informed Purchasing Decisions with Consumer Insights and Expert Consultation
Insights gleaned from the latest consumer surveys and trend reports can certainly help make your promotional campaign more successful. The best promotional products for your company, however, will depend upon many variables including budget, target audience, marketing campaign goals and theme, brand voice and identity, shipping and distribution needs, and more.
For assistance with selecting the best promotional products for your business in 2022, contact our dedicated, data-driven Customer Service team for a consultation or fill out the form below.