For more than 15 years, the ASI Ad Impressions Study has provided definitive, data-driven proof of the effectiveness of promotional products. For the 2026 edition, ASI Research surveyed thousands of consumers (known as “end-users” in promo industry vernacular) across the U.S., Mexico, Canada and much of Europe, uncovering how branded products influence buying decisions, which attributes most influence perceptions of advertisers, the reach of promotional products and more.

Our findings demonstrate the global power of promotional products, particularly when it comes to lower cost-per-impression (CPI) and overall consumer preference compared to other forms of advertising.

The study will be released in three parts: U.S. results (available now), Canada in April, and Mexico and Europe in May. Before diving into our first round of data – which focuses on overall findings about the U.S. market as well as 19 different product categories – here are a few highlights to consider the next time you’re working with a client. And once you’re done, read and download the full U.S. report for more insights.

1. The bestselling promo products and the most popular items with consumers don’t always align.

Good news, distributors: T-shirts – the industry’s top-selling product, generating $4.2 billion in sales according to Counselor’s 2025 State of the Industry Report – are also the promotional item consumers say they’d be most excited to receive.

Beyond that, however, the rankings begin to diverge. While bags rank in the top five in both categories, the 2026 Ad Impressions Study found that consumers are also especially excited to receive jackets, food gifts and blankets – items that account for a significantly smaller share of overall industry sales.

There are always mitigating factors to consider; outerwear, for example, is typically a premium item that may not fit within every client’s budget. However, it may be worth exploring categories like food gift baskets or sherpa blankets – particularly for programs or initiatives where they’re a natural fit, such as a holiday employee-appreciation gift.

2. Promo products are an exceptionally cost-effective form of advertising.

Throughout its many editions, the ASI Ad Impressions Study has consistently shown that the average CPI of promotional products is minuscule – just pennies or, more often, a fraction of a cent.

That remains true in 2026. A $6 tote bag generates nearly 5,000 impressions over its lifetime, resulting in a CPI of about 1/10 of a cent. Similarly, a $13 baseball cap delivers an average CPI of just 3/10 of a cent. Even higher-priced items like fleece and outerwear maintain a low CPI – less than 4/10 of a cent per impression – because they tend to generate thousands of impressions over their lifespan.

By demonstrating the measurable marketing impact of branded merchandise, these statistics can be especially powerful tools for promo pros selling to skeptical clients.

3. Useful products have the longest shelf life.

The longevity of promo products is critical. The longer a branded item is kept, the more impressions it generates – and the more effective it becomes at building brand awareness.

Data from the ASI Ad Impressions Study shows that practicality is the single most important factor in determining whether consumers keep a promotional item. Nearly eight in 10 respondents said usefulness is a key reason they hold on to a promo product.

That percentage is even higher for inherently practical items such as umbrellas, housewares, health and safety products, and tech accessories like USB drives and power banks.

4. Sustainability and sourcing continue to be important factors.

Compared to the previous edition of the ASI Ad Impressions Study, there was a notable increase in the percentage of consumers who said they would have a more favorable view of an advertiser that gave them a promo product that was sustainable, Made in USA or socially responsible.

America250 – the U.S.’s 250th anniversary celebration happening in 2026 – has brought renewed interest to the Made-in-USA category this year, suppliers have told Counselor. And particularly for larger distributors and suppliers, clients have consistently been more interested in sustainable products in recent years.

While the influence of these attributes on consumers can vary depending on the product category (bags took the top spot for sustainability and social responsibility, as writing instruments did for Made in USA), it’s important to recognize that many of these values resonate across demographics.

5. Consumers prefer promotional products to all other forms of advertising.

Nearly 80% of U.S. consumers who receive a promotional item say they have a more favorable impression of the advertiser afterward, and three in four report they’re more likely to do business with a company that gives them promo. While this varies slightly depending on the promo category, it’s still a remarkable statistic.

Beyond serving as a sign that consumers enjoy receiving promo items, it’s also indicative of another consistent finding from ASI’s Ad Impressions Study over the years: Consumers favor promo products over all other forms of advertising. Among all mediums – including promo, TV, social media, radio and online advertising – promo came out on top.

Download the report here

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