The promotional item is everywhere, but it goes largely unnoticed. A pen, a tote bag, a mug or customized textiles: these items are among the most used communication tools by companies.
In France, this market accounts for roughly 1.5 to 2.1 billion euros, depending on the scope used by sector players. It is small compared with major media, but large enough to remain a strategic lever in marketing budgets.
More importantly, promotional items have a particularity: they are not only meant to be seen, but to be used over time. The latest study by 2FPCO and TSM Research helps to better understand how consumers actually adopt them.
A discreet market but firmly embedded in marketing strategies
The promotional item market is not the most visible, but it is well anchored in business practices.
It represents a significant share in France, depending on how one includes the different product families (business gifts, promotional items, textiles, etc.).
In a global advertising market worth tens of billions of euros, the promotional item remains a niche segment in volume, but it holds a stable place in communication strategies.
Promotional items are part of the daily lives of the French
According to the 2024 study by 2FPCO, the French receive on average 1.6 promotional items per month in the first four months of the year.
This shows that these objects are not marginal: they circulate regularly between brands and consumers, notably during events, loyalty campaigns or promotional operations.
The most common items remain the most useful:
- bags and tote bags,
- office items,
- electronics,
- promotional textiles.
A strength of the sector: the lifespan of items
Unlike traditional advertising, a promotional item does not disappear after a few seconds or a few days.
The study shows that 81.2% of items received are kept and used by consumers. And more importantly, almost 65% are kept for more than six months. In practical terms, this means that a promotional item continues to expose a brand long after distribution. This is what explains its appeal to companies: it endures over time.
A strong ability to make brands memorable
The promotional item is not only about utility. It also plays a role in brand memorability. According to the study, 71.3% of people remember the brand associated with the item they received.
That is a high level, which can be explained quite simply:
- the item is concrete,
- it is used regularly,
- it remains visible in the daily environment.
Conversely, a small portion of consumers do not clearly recall the brand, which shows that not all items have the same impact.
Consumers expect more quality
The study results also show an evolution in expectations.
A large majority of respondents want items that are:
- more qualitative (83%)
- more useful (52%)
In other words, consumers accept promotional items, but they are becoming more demanding. Items that are too low-quality or not very useful are perceived less favorably. Conversely, durable or truly practical items strengthen the brand image.
A media still well positioned among preferences
The promotional item remains well ranked among the French public’s preferred media.
The study places it as 3rd preferred medium, behind certain digital and traditional channels.
This ranking is interesting because it comes in a context where social networks and digital have advanced strongly in recent years. Nevertheless, the promotional item resists well, notably because it is perceived as less intrusive and more useful than other forms of advertising.
A market evolving mainly in quality
The market does not change so much in size as in nature.
The major identified trends are simple:
- more useful items,
- more quality,
- more durability,
- greater alignment with companies’ CSR commitments.
So the focus is less on volume and more on moving upmarket.
Conclusion
The promotional item market remains a relatively discreet volume segment, but important in marketing strategies. With an estimated weight of 1.5 to 2.1 billion euros in France, it maintains a stable place in the advertising ecosystem.
Above all, 2024 data show a key point: promotional items work because they are kept, used and remembered. In an environment saturated with advertising messages, their strength remains the same: being useful, visible over time, and embedding brands in daily life.
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