Success in promotional products sales begins with targeting the right prospects and clients. For my money, that means the top buyers of promotional products — the people and industries with the best capacity to buy.
So which industries historically spend the most money on promotional products?
They’re listed below… but please take note: not every business within each of these industries will be a good prospect for you. There are good and bad prospects within each industry.
Your goal is to find the leaders. Those who understand and appreciate the value of promotional products… or at least those who are willing to become educated about that value.
For more details on effective prospecting, reference Top Secrets of Multi-Million Dollar Producers.
Top Secrets of Promotional Products Sales
RANK INDUSTRY
1. Healthcare
2. Business Services (B2B)
3. Manufacturing
4. Financial
5. Retail
6. Construction: Building Trades, Building Supplies
7. Higher Education
8. Food & Beverage
9. Non-Profit/Not-For-Profit Organizations
10. Technology
11. Education K-12
12. Insurance
13. Government
14. Transportation
15. Energy, Utilities, Waste Treatment
16. Recreation/Team Sports
17. Fitness
18. Lodging
19. Entertainment
20. Oil & Gas
21. Agriculture
22. Telecommunications
23. Real Estate
24. Personal Services (B2C)
25. Media & Publishing
26. Recreation/Leisure
27. Legal
28. Learning & Development
29. Other
This list ranks the top purchasers of promotional products according to the 2020 U.S. Distributors’ Promotional Products Sales report prepared by Michaela Mora at relevantinsights.com for PPAI.
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18 replies to "Who are the Top Buyers of Promotional Products?"
It’s worth noting that the demand from each of these sectors will vary at different points of the year. For example interest in promotional products for education peaks a few months before the academic year starts. Finance, where branded corporate gifts are more common, you can expect higher levels of interest in the months leading up to the holiday season. Targeting your marketing appropriately to capture these peak periods is absolutely crucial to maximize results.
In this list you included Food & Beverage. Did you mean the restaurant industry?
According to the data, the Food & Beverage category includes Full-Service Restaurants (Upscale & Fine Dining), Quick-Service Restaurants (Fast Food, Fast Casual), Bars, Food Trucks, Meal Kit Services, Catering Services, Etc.
When was this study published? Thanks.
Great question, Jennifer. This page is updated to rank the top purchasers of promotional products and currently reflects the results of the 2020 U.S. Distributors’ Promotional Products Sales report, prepared by Michaela Mora at relevantinsights.com for PPAI.
This is really good information about the sector and how it breaks down and as a distributor of promotional merchandise I know I can make great use of it when it comes to planning our marketing strategies – thank you so much for publishing.
You’re welcome Gareth. I’m glad you found it helpful. Are you new to the industry or have you been doing this a long time?
I found this information really useful thanks for taking the time.
You’re welcome, James.
A really interesting list. Thanks for sharing!
You’re welcome Katie. I’m glad you found it helpful.
[…] wields considerable influence on the promotional products industry, defending its position as the number one buyer in the industry. Don?t believe it? Just think of all the college students and graduates wearing sweatshirts, hats, […]
Each industry uses their promotional products in a way that will most benefit them, but all industries and organizations have the same goal in mind: to increase their brand’s awareness and gain exposure. From USB Drives to pens to t-shirts, there is a product that will positively affect every organization.
Well said, Elena!
Very good overview but I would like to learn about how are best promotional products users as well.
I’m not sure I understand the question. Can you please clarify?
I mean who are the top influencers of promotional products?
The top buyers of promotional products within businesses are Executives, Administrative assistants, Marketing & Advertising, Human resources and Purchasing. The top influencers would be the people that each of these departments report to, as well as their peers and friends in similar positions in other companies. You may find our free video series helpful. You can access it here.