APPA Industry Research Results 2025-26
Conducted by the Australasian Promotional Products Association (APPA), the results of the latest promotional products industry survey are in, and the results are clear: tangible marketing works harder than ever.
The new research, relevant to consumers and businesses in both Australia and New Zealand, provides a comprehensive look at how promotional products influence consumer behaviour.
The results confirm what the industry has always believed: when merchandise is thoughtful, it becomes a powerful driver for loyalty and commercial growth.
The survey data underscores just how effective a physical touchpoint can be. Unlike a digital ad that disappears with a scroll, promotional products create sustained engagement.
Key insights from the survey include:
- 86% of recipients rank “usefulness” as the most important factor when determining the value of a promotional product, proving that high-utility items avoid the bin.
- 8 out of 10 recipients can name the brand on a promotional product, far outperforming the average recall of digital or print advertising.
- 84% of of Australians and New Zealanders feel more positive about a brand that gives them a promotional gift.
- 77% of people have purchased a product or service from a brand after receiving a promotional item.
- 66% of recipients are driven to visit a brand’s website or connect on social media immediately after receiving a physical gift.
The Impact of Tangible Marketing
The study also highlighted a shift in recipient expectations, with today’s consumer more sophisticated and much more likely to value quality over quantity. There is also now a clear mandate for businesses to move away from “landfill” items like flimsy plastics or novelty trinkets, which can actually trigger negative brand associations.
Ultimately, the research proves that thoughtful, unexpected “gifts” are the number one driver for creating an emotional connection with consumers. By choosing items that align with your audience’s needs and values, you aren’t just giving away merchandise- you’re building a bridge to a long-term relationship.
Tags: APPA, Promotional Products