Promotional Products 2018 – Sales up 2%
After breaking the 3.5 billion mark in 2017, sales increased by another 2% in 2018. This is according to current data published by the German Promotional Products Association (GWW) at PSI, the international trade fair for the promotional products industry in Düsseldorf.
Market Data on the European Promotional Products Industry
This development aligns with the results of the first Europe-wide market analysis. According to the Techconsult study ‘Industry Structure Analysis 2017-19,’ conducted in cooperation with PSI and supported by a total of 13 partners and associations, the promotional products industry generates 14.9 billion Euros annually in Europe.
The study shows: More than a third of the total European turnover is generated by micro-enterprises with fewer than ten employees. Together with large companies with over 250 employees, these form the main source of revenue for the industry. Together, they account for more than half of the turnover.
PSI with 17,602 Visitors from 81 Nations
In total, PSI counted 772 exhibitors (previous year: 925). Together with PromoTex Expo (127 exhibitors) – partly a spin-off from PSI – this makes a total of 899 exhibitors. This year’s Viscom counted an additional 185 exhibitors. With 17,602 visitors, PSI achieved an increase of 1.5 percent (previous year: 17,342). Among them were 1,012 industrial customers (previous year: 1,200).
Promotional Products 2017 – Record-Breaking
The chairman of the GWW (German Promotional Products Association e.V.), Patrick Politze, presented the results of the Promotional Products Monitor 2016. According to this, German companies spent 3.47 billion Euros on promotional products last year.**
The promotional products industry thus remains at a consistently high level. Over the past five years, promotional product sales have ranged between 3.44 and 3.48 billion Euros. Despite tax restrictions and compliance limitations, the industry has managed to maintain its position in the marketing mix.
The majority of sales still come from micro-enterprises (61%), which demand low minimum quantities, high flexibility, and individual solutions from suppliers. However, the proportional expenditures of large companies increased. According to the survey, companies’ spending on promotional products has generally increased or remained stable in recent years, and forecasts for the next five years are also tending to be positive. 72% of respondents stated that their spending on haptic advertising would remain the same during this period, while 22% predicted increasing or strongly increasing expenditures.
These prospects are underpinned by the results of the 2016 promotional products effectiveness study. “The results of the current study impressively demonstrate that promotional products are among the most cost-efficient advertising media”, says Politze. Furthermore, promotional products are the most popular advertising medium among marketing decision-makers: 43% of all companies use haptic advertising, followed by online advertising at 39%.
**Promotional Product News January 2017
