The Data Is In: Promotional Products Are Still One of the Smartest Marketing Investments You Can Make
If you’ve ever wondered whether branded giveaways are worth the budget, the Advertising Specialty Institute’s newly released Global Advertising Impressions Study (2026/2027 Edition) has the receipts.
Based on thousands of consumer surveys across the U.S., the findings make a compelling case: promotional products aren’t just nice-to-haves; they’re one of the most cost-effective ways to build brand favorability and drive business.
Consumers Rank Promo Products #1, Above TV, Internet, Mobile, and Social
When asked to rate their opinion of different advertising formats, consumers ranked promotional products above TV advertising, internet advertising, mobile advertising, and social media advertising. Seventy-five percent of U.S. consumers said they have a positive opinion of promotional products, a higher share than any other advertising format tested.
The Numbers Behind the Impressions
A single promotional item generates an average of 3,300 impressions over its lifetime, at an average cost of just 6/10 of a cent per impression. That’s a remarkably low price for sustained brand visibility, especially compared to traditional media buys.
The impact on perception and behavior is significant as well. Seventy-eight percent of consumers say they’d have a more favorable view of an advertiser after receiving a promotional item, and 76% say they’d be more likely to do business with that company as a result.
Which Products Deliver the Most Impressions?
Not all promo items are created equal when it comes to staying power. Fleece and jackets top the list, generating an average of 9,000 impressions over their lifetime, more than any other category. Bags follow at 4,900 impressions, with caps/hats and health & safety products tied at 4,000. On the other end, notebooks (500) and USB drives (400) offer fewer impressions but still perform well on favorability.
The Categories That Move the Needle Most
Some categories punch well above their weight when it comes to influencing buying decisions. Food gifts lead across the board: 94% of consumers say a food gift improves their impression of the advertiser, and 92% say it makes them more likely to do business with that company, the highest of any category studied. Blankets aren’t far behind, with 88% reporting a more favorable impression and 87% saying it increases their likelihood of doing business.
Fleece/jackets, desk accessories, health & safety items, and power banks also scored consistently high (all landing in the 80s for both favorability and likelihood to purchase), making them strong picks for companies that want a giveaway with staying power and impact.
What Makes Consumers Keep an Item
Across nearly every category, usefulness is the top reason consumers hold onto a promotional item, ranging from 62% for buttons/lanyards/stickers up to 91% for housewares. Quality (55%) and design (50%) are the two biggest factors influencing whether someone would want a promotional item in the first place, well ahead of brand name recognition (30%).
Sustainability and Made-in-the-USA Sourcing Pay Off
For companies weighing higher-cost sourcing options, the study offers good news: it’s worth it. Seventy-nine percent of consumers say they’d have a more favorable view of an advertiser after receiving a Made-in-the-USA item, 74% say the same for sustainable items, and 73% for socially responsible items. Even in categories where you might expect price sensitivity to dominate, like bags and T-shirts, consumers consistently rewarded the more responsibly sourced option with a better impression of the brand.
The Takeaway: Invest In Swag
At a fraction of a cent per impression, with favorability ratings that outperform digital and traditional advertising alike, promotional products remain one of the most efficient ways to keep a brand top of mind.
The 2026/2027 data confirms what many marketers have long suspected: a well-chosen, well-made giveaway does more than sit on a desk or in a closet. It keeps working, impression after impression, long after the initial handoff.
*Source: Advertising Specialty Institute, Global Advertising Impressions Study, 2026/2027 Edition.*
