How Effective Are Promotional Products? What the Latest Research Says
By Linda Milano
If you're wondering how effective promotional products really are, you're not alone.
It's easy to say that branded merchandise works.
It's much more useful when you can back that statement up with research.
The latest 2026 ASI Ad Impressions Study gives us some pretty compelling numbers.
Promotional Products Deliver Measurable Brand Exposure
The 2026 study found that a typical promotional product generates thousands of brand views over its lifetime.
In fact, ASI's research estimates an average of approximately 3,300 brand impressions for a typical promotional product. (PR Newswire)
And some products perform even better.
A branded tote bag can generate nearly 5,000 impressions over its lifetime, according to the study. Outerwear can generate approximately 9,000 impressions. (ASI's 2026 Ad Impressions Study)
That's why I always tell clients to think beyond the initial cost of an item.
Cost Isn't the Same as Value
Let's say you have two choices.
One product costs less, but people don't really want it.
Another costs a little more, but people use it every day.
Which one is the better marketing investment?
The answer isn't necessarily the less expensive product.
ASI's research demonstrates why. The longer someone keeps and uses a promotional product, the more opportunities there are for brand impressions, which can significantly reduce the cost per impression. (ASI research)
The goal isn't to spend more. It's to spend smarter.
People Remember Promotional Products
There's another important piece of the research.
The 2026 study found that 85% of consumers remember the advertiser who gave them a logoed promotional product. It also found that 79% of U.S. consumers would have a more favorable impression of an advertiser after receiving promotional merchandise. (PR Newswire)
That's significant.
Because marketing isn't just about being seen.
It's about being remembered.
Useful Products Have an Advantage
One of the biggest takeaways from the study is that usefulness matters.
If someone needs the product, they're more likely to keep it.
If they keep it, they're more likely to use it.
If they use it, your brand continues getting exposure.
It's a pretty simple chain.
Useful product → longer retention → more usage → more impressions.
That's why we spend so much time understanding the audience before recommending a product.
Quality Matters Too
We've all received promotional products that weren't particularly useful or exciting.
They end up in a drawer.
Or they get thrown away.
That doesn't mean promotional products don't work.
It means that particular product wasn't the right fit.
A good promotional product should make someone think:
"That's useful."
"I like this."
"I'll actually use that."
That's the reaction we're looking for.
The Research Supports What We've Seen for Years
I've been working with promotional products for more than 28 years, and I've seen firsthand what happens when the right product connects with the right audience.
A good promotional product doesn't just carry a logo.
It can create a positive experience.
It can start a conversation.
It can reinforce a relationship.
And it can keep your brand visible long after an event or campaign is over.
The research gives us data to support what we've been seeing in the industry for years. (ASI Research)
Let's Put the Research to Work for Your Brand
If you're considering promotional products but aren't sure where your budget will have the greatest impact, that's exactly the kind of conversation we like to have.
Contact CFB Promotional Products to schedule a meeting and let's brainstorm what could work for your brand. We'll help you think through the audience, the goal, the budget and the products that can deliver the most value.
Part 3 of a 5-part series.
Check out part 1 here: Are Promotional Products Worth It? Why Branded Merchandise Is an Investment - K&B/ CFB Promotional Products LLC
Check out part 2 here: How Do Promotional Products Work? Turning Everyday Items Into Advertising - K&B/ CFB Promotional Products LLC