Promotional Products: Who Buys Them?

  • Mar 10, 2023

Customized promotional goods bearing a company's name, logo, or other marketing message are a common method of spreading brand awareness. These can be distributed as prizes at contests, given as presents to customers or staff, or utilized as sales incentives.

Brand recognition and consumer loyalty can be boosted with the help of promotional products, which are typically cost-effective marketing solutions for firms. This article will investigate the types of consumers that buy promotional items, as well as the motivations behind such purchases and the external factors that shape those outcomes.



Promotional goods campaigns can be more effective if they are tailored to the specific demographics of the intended recipients. Research conducted by the PPAI indicates that women make up the vast majority of promotional goods purchasers, with an average age of 42. This is probably due to the fact that promotional goods customers are disproportionately female in fields like healthcare and education.

In addition to income and degree of education, other factors influence who buys promotional products. Promotional products are more likely to be purchased by those with greater incomes and levels of education. They have more disposable income and are savvier about how to use it to their advantage. Customers in urban locations are more inclined to buy promotional items than those in rural areas.


Motivations for Buying Custom Promotional Products

There is more than one motive for a company to invest in promotional items. The most typical explanations are for promotional and advertising uses, employee and customer appreciation, charity activities, and personal use and giving.

The most typical reason for buying promotional items is for marketing and advertising. Advertising a company's wares through promotional items is a great way to spread awareness of that company's offerings without breaking the bank. Several businesses also make promotional merchandise purchases as a way to reward and acknowledge their employees. These items can be used as incentives for exceptional work or to boost morale and motivation.

A second use for promotional merchandise is during fundraising and charity events. You can use these items to promote your cause and sell them to generate income for your organization. Many people buy promotional items for their own use or to give as presents. They are adaptable to the specifics of each user's situation and tastes.


Factors Influencing Purchase Decisions

Promotional product purchasers consider a number of variables before making a final buying decision. With this knowledge, companies can make more successful promotional product campaigns.

Buyers place a premium on a product's quality and longevity. High-quality, long-lasting promotional items are more likely to be kept and recalled by consumers. While deciding on promotional items, consumers also take the reliability and popularity of the brand into account. Brands that have earned their confidence are more likely to be purchased by these consumers.

Customers place a premium on a product's utility and relevance. To them, the best products are those that speak directly to their demographic and provide a practical purpose. One tech company might hand out custom phone cases, while another might hand out custom water bottles to fans.

Purchasers also place a premium on affordability and cost. Customers are more inclined to buy promotional items if they are priced competitively and provide significant value for the cost.


Age & Gender

Consumers' interest in purchasing promotional goods can be broken down further along demographic lines of age and gender.  There is a wide range of ages among consumers of promotional goods, with millennials increasingly making up the market due to their preference for customized and immersive advertising.

Gender also plays a role, with the majority of customers in the healthcare, academic, and retail sectors being female. Nonetheless, promotional products in the construction, industrial, and technology sectors are more likely to be purchased by men. Advertisers can better appeal to their target market by taking into account that market's gender and age range.


Purchasers' Income and Level of Education

Consumers' purchasing decisions for promotional goods are heavily influenced by their income and level of education. Consumers that purchase promotional items tend to be better educated and better off financially, according to PPAI.

The reason is that consumers in these income brackets are more likely to have discretionary funds to support promotional efforts. In addition, they have a better grasp of marketing principles and the efficacy of promotional items in expanding customer bases, which bodes well for the success of their businesses.


Who Buys Promotional Products And What They Do

There is a link between the jobs and industries of people who buy promotional products and the products they buy. Buyers in the healthcare field are more likely to purchase hand sanitizers and branded pens, while those in the technology industry may be more interested in branded USB drives and branded phone cases.

By learning about these preferences, companies may better tailor their promotional product campaigns to the specific wants and interests of their target market.


Geography of Promotional Product Buyers

Buyers of promotional products are influenced by a number of factors, including their location. Due to the larger population density and proximity to events, consumers in metropolitan regions are more likely to purchase promotional merchandise. Customers in remote areas may have fewer promotional product selections to choose from and fewer chances to participate in events where those products are delivered. Companies can account for these variations in geography by adapting their promotional product campaigns to the preferences of their intended customers.


The Upper Hand

With suitable promotional materials, a company may boost its brand's recognition, customer loyalty, and revenue. To make successful promotional product programs, companies need to know who buys promotional products, why they do so, and what influences their buying habits.

A wide range of demographic factors, including age, gender, income, education, occupation, and location, among others, have an impact on buying patterns for promotional items. Promotional materials are needed for marketing and advertising, showing appreciation to employees, charity events, personal use, and giving gifts, among other things.

Consumers' decisions to acquire promotional merchandise are affected by a variety of elements, including the products' quality, the popularity of the brands they represent, the products' usefulness, relevance, price, and accessibility. Companies can better tailor their promotional product marketing strategies when they understand these things. This makes it more likely that their promotional product campaigns will get the results they want.

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