The 2023 Ad Impressions Study from the Advertising Specialty Institute (ASI) confirms what many marketers have long suspected: promotional products remain America’s favorite form of advertising—across all ages, genders, and regions.
The Clear Winner
From Gen Z to Baby Boomers, coast to coast, consumers ranked promo products above radio, TV, print, mobile, and internet ads. This preference spans both men and women, with promotional products taking the #1 spot regardless of demographic.
Made in the USA Matters
Over 54% of consumers said they feel more favorable toward a brand if the promotional item is Made in the USA—a sentiment that jumps to 67% among those aged 65+. The “buy American” factor is a powerful brand trust builder.
Eco-Friendly = Brand Friendly
Sustainability sells. Nearly half of all consumers said they think more positively about a company that gives them an environmentally friendly promo product. This trend is strongest among consumers over 45, signaling that green initiatives resonate far beyond younger audiences.
Staying Power & Impressions
Promo products are more than giveaways—they’re long-term brand billboards.
- Outerwear is kept for 2+ years by 61% of recipients.
- Drinkware and calendars stick around for 1+ year in over 60% of cases.
- T-shirts generate over 5,000 impressions in their lifetime; outerwear tops the list with 7,856 impressions.
With many items costing fractions of a cent per impression, the ROI is unmatched in the ad world.
Driving Business Impact
Receiving a promo product directly influences buying behavior:
- 41% of consumers who receive outerwear or performance wear are more likely to do business with that advertiser.
- Even smaller items like writing instruments and drinkware boost purchase likelihood by 30%.
The Most Influential Items
While preferences vary by gender, age, and region, outerwear, performance wear, polo shirts, drinkware, and health/safety products consistently rank at the top. These aren’t just “swag”—they’re relationship builders.
The Takeaway
Promotional products remain the most liked, kept, and cost-effective form of advertising available. They connect emotionally, offer practical value, and keep brands visible for months or even years—something no digital ad can match.
If your marketing strategy doesn’t include promo products, you’re missing the most impactful and enduring way to keep your brand in customers’ hands—and on their minds.
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