Studies by PPAI and ASI show that consumers use promotional products such as mugs, pens, bags, and apparel multiple times a day. Repeated use naturally strengthens brand recall — far more enduring than a single advertisement.
If a reusable water bottle is used consistently over 12 months — exposed dozens of times per month — then the “cost per brand impression” becomes much lower than traditional advertising channels. The longer a promotional item is kept, the longer a company’s logo remains visible, deepening brand memory and improving overall ROI.
In ASI’s 2023 Ad Impressions Study, 61% of consumers said they would keep and wear a promo outerwear item for at least two years. 63% said they would retain and use a promotional drinkware item for at least one year, and 54% would keep and use a promo umbrella for 2 years or more. Long-term retention means a brand’s imprint stays in the consumer’s life — boosting exposure frequency and brand recall.
What Types of Gifts Do Consumers Really Keep — and Why?
According to ASI’s 2025 end-buyer research, the main reasons consumers retain promotional gifts are:
1: Utility (Practicality)
Utility is the absolute dominant factor, ranking first across all industries. Respondents from e-commerce brands, government agencies, non-profits, tech sectors, and advertising/marketing all emphasized that only "truly useful" gifts will encourage long-term retention.
| Office/Work Supplies | Pens: Ballpoint pens, fountain pens, rollerball pens Notebooks/Notepads: Sticky notes, journals, planners Desk Essentials: Mouse pads, file folders, office organizers |
| Daily Life Essentials | Hydration Items: Water bottles, insulated tumblers, travel mugs Eco-Friendly Goods: Reusable shopping bags, sustainable utensils Home Essentials: Keychains, storage boxes, portable tools |
| Outdoor/Sports Gear | Fitness Equipment: Yoga mats, water bottles, sports towels Outdoor Tools: Folding umbrellas, compact flashlights, portable folding chairs Tech Gadgets: Fitness trackers, phone stands |
| Travel/Commute Essentials | Organization: Travel pouches, toiletry bags, luggage tags Portables: Foldable backpacks, rain ponchos, boarding pass holders |
| Creative/Multi-Functional Items | Versatile Tools: Folding knives, multi-tool screwdrivers Innovative Tech: Mini fans, LED lights, phone stands |
2: Quality
Quality ranks second, consistently high across industries (56%–70% scores), showing that well-made, durable promotional items are more likely to be kept by consumers.
| High-Quality Office/Business Gifts | Pens: Metal ballpoints, premium fountain pens, luxury rollerballs / Leather-bound journals, thick paper / Metal business card holders, high-end file folders, premium USB drives |
| High-Quality Daily Life Gifts | Insulated Cups/Bottless-bottles: Stainless steel vacuum-insulated tumblers, double-walled glass cups |
| High-Quality Tech/Electronics Gifts | Power Banks: High-capacity, fast-charging, metal-cased Bluetooth Earbuds/Speakers: Superior sound quality, elegant design Smart Accessories: Wireless mice, fitness bands, phone stands |
| High-Quality Travel/Outdoor Gifts | Luggage/Backpacks: Abrasion-resistant, waterproof fabrics with premium zippers Outdoor Gear: Hiking water bottles, multi-tools, deluxe folding chairs Sports Items: Premium yoga mats, sports towels, adjustable dumbbells |
3: Attractiveness (Visual Appeal)
Visual appeal scores slightly lower overall but still resonates with 42%–46% of respondents, particularly in non-profits, real estate, and tech—proving that "stylish" products drive retention.
| Creative Office Supplies | Unique pens, sticky notes, desk organizers Personalized journals, innovative file folders Interactive desk items (mini fans, LED desk lamps, novelty figurines) |
| Stylish Daily Life Items | Colored tumblers, designer water bottles, patterned mugs Personalized eco-bags, foldable totes Fun keychains, quirky storage boxes |
| Creative Tech/Electronics Products | LED glowing pens, shadow projectors Novelty USB drives, wireless charging pads Whimsical Bluetooth speakers, uniquely shaped gadgets |
| Eye-Catching Outdoor/Sports Gifts | Personalized folding umbrellas, vibrant hiking bottles Fashionable fitness bands, yoga mats, sports towels Multi-functional outdoor tools (mini organizers, keychain gadgets) |
4: Point of Reference Value
ASI uses "point of reference value" to measure how promotional products serve as "brand ambassadors" or benchmarks for brand perception in buyers' minds.
| Premium Office/Business Gifts | Metal or leather writing instruments: Fountain pens, rollerballs, elegant pen cases Luxury journals/file folders: Leather covers, custom printing Executive Desk Sets: Office accessory kits, metal card holders | Features: Conveys professionalism and quality, ideal for business clients or partners. |
| Premium Electronics/Tech Products | Power banks/wireless chargers: High-capacity, metal shells, fast-charging Bluetooth earbuds/speakers: Excellent audio, refined design Smart Accessories: Fitness trackers, portable projectors, wireless mice | Features: Highlights tech-savvy innovation, reinforcing brand expertise. |
| Premium Daily Life Items | Insulated tumblers/bottles: Stainless steel vacuum-insulated, brand-customized Kitchen/home goods: Ceramic utensils, premium knives, upscale organizers Eco-Premium Items: Reusable totes, deluxe journal sets | Features: Builds brand value perception through durable, everyday quality. |
| Seasonal/Limited-Edition Gifts | Custom Gift Boxes: Luxe packaging, branded designs Limited Memorabilia: Collaborations, signature items Corporate Bundles: Office + lifestyle kits, premium unified presentation | Features: Elevates perceived company strength and trust via thoughtful, high-end designs. |
In short: Practicality + Quality + Good Design = Higher Retention and Stronger Brand Exposure. For companies, this offers a clear direction: to maximize promotional value, choose gifts that are functional and durable but also well-designed.
When planning a promotional campaign, you should clearly define what your gift is meant to convey (brand values, campaign message), assess how long recipients will likely keep it, and choose the right timing and context for distribution. That’s how promotional gifts evolve — from simple giveaways to effective brand assets.
References
PPAI — Promotional Products Association International (research & consumer surveys)
