End-buyers ages 55+ say they spend a quarter of their marketing budget on promo.

ASI’s exclusive research reveals client buying habits in eight markets and across multiple demographics.

ASI Research is wrapping up our new series profiling the people distributors work with most closely: end-buyers. Each week we released a new data set that spotlights one of eight markets and looks at end-buyers through demographics such as age, gender, region and company size.

This week, our research focuses on promotional products end-buyers ages 55+, the last of several age demographics surveyed throughout the United States.

The percentage of older Americans, particularly those older than 65, who hold a job today has nearly quadrupled since the mid-1980s, a Pew Research Center analysis found – meaning that this demographic is becoming a more important segment to consider in the corporate gifting market. According to ASI’s 2023 Ad Impressions Study, some of the most influential promotional products for consumers ages 55+ include outerwear, umbrellas and performance wear.

ASI’s 2024 end-buyer research reports that end-buyers in this demographic value a distributor that offers comprehensive services, with half naming “doing all the work” as an important distributor benefit – more than any other end-buyer segment surveyed. Additionally, promotional products end-buyers ages 55+ are the most likely age demographic to give promo to prospects and to pay a premium for Made-in-the-USA products.

98% of end-buyers ages 45-54 plan to increase or maintain their spending on promotional products in the next year.

ASI’s exclusive research reveals client buying habits in eight markets and across multiple demographics.

ASI Research has launched a new series profiling the people distributors work with most closely: end-buyers. Each week we’ll release a new data set that spotlights one of eight markets and looks at end-buyers through demographics such as gender, region and company size.

This week, our research focuses on promotional products end-buyers ages 45-54, the third of several age demographics surveyed throughout the United States.

Based on projections from the Bureau of Labor Statistics, Americans ages 45-54 will make up the largest segment of the workforce within the next decade. ASI’s 2023 Ad Impressions Study notes the five most influential promotional products among consumers in this demographic are outerwear, performance wear, health & safety products, drinkware and polo shirts.

ASI’s 2024 end-buyer research reports that promotional products end-buyers ages 45-54 value trying out new types of products, with over half – more than other age demographics – naming “new products” as an important benefit in a distributor relationship. But they’re also more cost-conscious than other ages surveyed; one in five named price as their top feature consideration while purchasing promotional products.

The Counselor Top 40 supplier has donated a portion of sales to sponsor the rescue and training of service dogs for veterans at the nonprofit since 2020.

Logomark’s (asi/67866) latest ambassadors are furry and four-legged – and making a difference for veterans in Southern California.

The Counselor Top 40 supplier, based in Tustin, CA, has sponsored two more pups in its long-running partnership with the nonprofit Shelter to Soldier, which adopts dogs from rescue organizations and shelters in Southern California, training them to be service animals for veterans in need.

The pups, Hazel and Angus, will be a part of Shelter to Soldier’s team of nine canine ambassadors, traveling with their volunteer handlers to visit hundreds of veterans, active-duty military personnel and their families across Southern California.

Cutco Knives had their wares spread on a branded tablecloth.

“It’s been a heartwarming experience to witness these shelter dogs find their purpose and homes, while also supporting those who have bravely served our nation,” said Michael Bistocchi, Logomark’s chief revenue officer. “Our entire team is grateful to be part of this meaningful journey.”

Shelter to Solider specifically focuses on post-9/11 veterans suffering from post-traumatic stress disorder (PTSD), traumatic brain injury (TBI), military sexual trauma (MST) and other psychological injuries associated with traumatic experiences in the line of duty.

Both Hazel and Angus, trained as certified therapy dogs for the ambassador program, are known for their affectionate and compassionate natures. Hazel was named in honor of a young girl who lost her battle with neuroblastoma in 2018, and Angus is a former Shelter to Soldier psychiatric service dog who made his way back to STS when his veteran could no longer care for him.

Logomark – also named a Counselor 2024 Best Place to Work in part because of its dedication to philanthropy – has donated a portion of proceeds from its Perka, iCool and Work collections to the Shelter to Solder initiative since it first partnered with the nonprofit back in 2020. Since then, Logomark has sponsored several service dogs and emotional support animals to go through training at Shelter to Soldier and be matched with a veteran in need.

It’s never too early to start planning.

It’s never too soon to start planning for the holidays, particularly for the promo industry. As Q4 gifting gets underway, distributors should craft a solid marketing plan that helps them stand out from the crowd. Here are five strategies for taking advantage of this bustling season.

1. Start early.
Reach out to repeat clients well in advance of December to share gifting ideas and product suggestions. Encourage them to lock into their plans as early as possible to ensure that sourcing and fulfillment are a breeze. Create social media posts and other content now with gifting options that might spark a prospect’s interest as they finalize holiday plans.

2. Know your audience.
Clients want to be treated like humans, not leads. Knowing your audience will help you determine the best solutions in ways that other business-to-business marketing campaigns might overlook. In a sea of holiday marketing emails, a curated and personalized solution to a prospect’s needs will stand out and lead to higher sales at the end of the year.

3. Go mobile.
Since the holiday season tends to be a break for everyone, your clients are less likely to be at their desks. Consider sending marketing messages through SMS, as well as creating a mobile-friendly landing page in order to maintain touchpoints with clients while they’re away from their computers. But be cautious about overusing texts; a little goes a long way to help avoid annoying your customers.

4. Offer holiday bundles.
Kitting is a great way to get creative with holiday gifting opportunities. Offering a variety of items as part of holiday bundles – and including the option for themed custom packaging – is an upselling opportunity. Or work with suppliers and use their premade bundles to entice clients. Ask your trusted suppliers whether they have themed kits you can offer clients for holiday gifting.

$1.35 trillion

expected holiday sales in the U.S.

5. Take advantage of Cyber Monday.
Holiday discounts tend to be associated with business-to-consumer marketing, but they can also be applicable for the promo industry. “Just like in retail, the concept of urgency and exclusivity also work in B2B,” according to a LinkedIn post from software development firm UpLead. Consider offering limited-time deals and or flash sales.