The world has seen unprecedented changes in the wake of the COVID-19 pandemic, and the branded merchandise industry is no exception. As businesses and consumers alike adapted to the "new normal," the dynamics of promotional products underwent a significant transformation. PPAI's 2023 Consumer Survey sheds light on these fascinating shifts, and here's what we've gleaned:
While writing tools and magnets dominated the promotional scene during the pandemic, apparel has clinched the top spot, with a whopping 68.2% of consumers favoring it. This is a stark contrast to 2021 when writing instruments led the charge at 72.6%, followed closely by magnets at 68.2%. These once-popular items have seen a decline, now standing at 40.2% and 31.6%, respectively. The shift suggests a growing preference for functional and fashionable promotional items that seamlessly integrate into daily life.
The pandemic has amplified the role of promotional products beyond mere branding tools. A significant 60% of consumers now turn to these items for information, a dramatic rise from the 24% reported two years ago. This trend underscores the importance of integrating valuable information with promotional items, making them more than just a branding statement.
The digital realm has seen a surge in activity post-pandemic, and promotional products play a pivotal role in this. An impressive 52% of consumers are prompted to search for a company online after receiving a branded item, up from 40% in 2021. Additionally, the age of social media influencers and sharing is far from over. A notable 47% of consumers share their promotional products on social platforms, a jump from 36% in the previous year. Brands, take note: your promotional items could be your ticket to online virality!
The power of a memorable promotional product cannot be overstated. A staggering 66% of consumers can remember the brand on a promotional item they've received in the past year. This is a significant leap from the 28% reported two years ago. But it's not just about memory; it's about perception. The survey reveals a strong correlation between the quality of a promotional product and the perceived reputation of the brand. A vast majority (84%) of consumers are more likely to use promotional items from brands they admire. Furthermore, 70% believe the higher the quality of the product, the better the reputation of the brand, a sentiment that has grown by 30% since 2021.
The post-COVID era has redefined the landscape of branded merchandise. As the industry continues to evolve, it's clear that quality, functionality, and digital engagement are paramount. Brands looking to make a lasting impression must recognize these shifts and adapt their strategies accordingly. The future of promotional products is not just about branding; it's about creating meaningful connections in a rapidly changing world. Let us know when you are ready to get started on a project!