PPAI Magazine September 2023

Hungry For Promo PPAI’s 2023 Consumer Study reveals that Americans increasingly crave, engage with and value promotional products. By John Corrigan Consumer Survey | Must Read Nichole Stella Based on consumers’ insatiable appetite for promotional products, it’s safe to say that the industry has rebounded from the COVID-19 pandemic. After all, industry sales reached a recordbreaking $25 billion in 2022, according to PPAI data. End users believe in the value of branded merchandise. Nearly three quarters (74.6%) agree that promotional products are a good way to learn about sales and events, and 72% agree that they’re helpful for learning about new businesses in the area, according to PPAI’s 2023 Consumer Survey. Furthermore, 78% of consumers enjoy receiving free stuff from companies and brands they love, and nearly 73% want to receive promo products more often. “The data supports what we in the industry have known to be true – branded merchandise is an advertising medium that has great reach and incredible brand impact,” says Nichole Stella, CEO of Altitude Group and its subsidiary, Philadelphia-based AIM Smarter, ranked the No. 26 distributor in this year’s PPAI 100. The online survey captured insights from a nationally representative sample of more than 3,000 U.S. consumers between the ages of 18 and 78. The data collected from the survey indicates the power of promo, highlighting its ability to create emotional attachments to brands and how consumers prefer branded merch to other forms of advertising. Africa Studio / andy0man / Antonina Sotnykova / Entrieri / Igor Yurkivsky / iMORPH3D koya979 / Landscapemania / Olga Danylenko / Paket/ PJjaruwan/ ranaakhi / Vik Y / Shutterstock.com 66% of consumers have given a promotional product they’ve received to someone else. PPAI • SEPTEMBER 2023 • 53