Marketers spending more on promotional merchandise

Nearly half of marketers have increased spend on promotional merchandise since the last financial year, according to new research to be unveiled at Marketing Week Live.


The study, carried out by an independent research company on behalf of the British Promotional Merchandise Association (BPMA), involved polling marketers across a range of sectors.

Key findings include the fact that 83% of senior marketers plan to increase or maintain spend on promotional merchandise from this year to next, and that 49 per cent of respondents increased spend on promotional products since the last financial year.

When asked about the main reasons why merchandise is used in sales and marketing campaigns, as opposed to other incentives, 69% said that it is because it targets customers effectively” and 46% because the “brand message lasts longer.”

Nearly three quarters of the poll said that promotional merchandise was bought for use at conferences and events and 63% for “brand awareness and rebranding.”

The top three promotional items bought by marketers are:

  • Pens
  • Pads, notebooks and Post-Its
  • Canvas shopping bags or eco bags

BPMA board director Stephen Barker says: “The fact that useful products top the list of those items most purchased highlights that there is widespread recognition among marketers of the ways in which merchandise can bring longevity to promotional campaigns and is therefore and effective brand awareness tool.”

Learn more about this research at Marketing Week Live on 27 and 28 June. The event at London Olympia is free for registrants. Click here to learn more.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here