This reflects a saturated environment where repetition reduces impact. Consumers are exposed to multiple items, and only those that stand out through relevance and quality are retained. The Shift For Fewer, Better Products The notion that a lot of free stuff is exciting has begun to lose its shine. Consumers want the right free thing. Sustainability and practicality are both burdens, making consumers more thoughtful with their consumption. Two-thirds (66%) said they prefer fewer, highquality items, compared to 20% who prefer more, lower-cost products. See Figure 13. “Flooding a room with cheap pens isn’t a strategy anymore,” Bhat says. “Consumers have figured that out and so have the brands seeing real ROI from merch.” Taken as a whole, this study begins to paint a picture that branded merchandise makes a greater impact when it threads the needle of fitting into a consumer’s life. Merch that is useful, well-made and relevant tends to stay. Merch that isn’t tends to disappear. Auping is senior news editor at PPAI. FIFA WOLRD CUP LOOKBOOK LOOK LIKE A FAN FEEL LIKE A PRO. AMERICA 250 LOOKBOOK Taken as a whole, this study begins to paint a picture that branded merchandise makes a greater impact when it threads the needle of fitting into a consumer’s life. 38 • JUNE 2026 • PPAI Must Read | Consumer Study Seagam / Shutterstock.com
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