Promotional Products

You can call them promotional products. You can use the term branded merchandise. But as a general rule most marketers have moved away from the terms SWAG (stuff we all get)—largely because the trend has been to replace lots of cheap giveaways that feature a logo but go into the garbage soon after with something that the audience actually wants, will keep and, in some cases, would even be willing to pay for.

A ”gift” has much more value to your key audiences than does “stuff,” as most would agree. It’s partof the reason why the promotional products industry is a massive, and growing market (worth nearly $27 billion annually, according to one industry association).

Driven by high consumer preference for branded items, particularly over digital ads. Branded merchandise has strong brand recall and helps build loyalty. Key statistics show high engagement (83% more likely to do business with a brand because of an item that they like). Promotional product have great ROI (averaging $6.41 for $1 spent), and deliver a high number of impressions, especially from items like outerwear, t-shirts, and drinkware.

In the U.S. alone, promotional product sales reached a record $26.78 billion (PPAI) in 2024.

Nine out of 10 consumers recall the branding on promo items;59% would rather have a promo item than see TV, radio, or social media ads. The average cost-per-impression (CPI) for items like mugs is very low (around $0.06). 

Fully 99% of people surveyed are willing to go out of theirway to receive a promotional product. Finally, these items have longevity, asmany are kept and used for years. Try getting that from your TikTok ad!

With custom manufacturing minimums coming down in recent years, access to a global supply chain, and the understanding that “merchandise” takes on a very retail feel, even if it’s being given out, promotional specialists like our team today have access to a nearly unlimited number of unique products. And as marketers move further away from sourcing “stuff” to sourcing branded “gifts,” well-known brands (think Nike or Yetti or North Face) area mong the most sought after items in the industry.

Promotional products, in some ways, are the great unifier of the many things 12 Points does. Packaging and printed material are frequently used when giving away branded merchandise. Promotional items are a integral to events and in-person experiences. And promotional items are often included as an important element of direct marketing campaigns (whether delivering by mail, UPS or courier).

Our team has decades of combined experience creatively integrating the right promotional items into your campaign strategy and planning. Lots of vendors sell items with your logo on it, but we’re expert at leveraging your budget, timeline and goals into high-performing outreach and engagement programs.