Identifying a product category that gives the best return on investment can be a goldmine for any marketer or business owner. Thanks to years of research from one of the leading associations, we can now present you with a full and non-biased picture of the promotional products that will give you the best bang for your buck.
I understand everyone is busy so I will start with results and later in the article, I will explain how we got to those conclusions and who the sources of the information are. You can click on separate sections below:
What you will find in this article:
List of promotional items with the best ROI
What information we used to create this list
Conclusion and final thoughts
Best ROI promo products
1. Writing instruments
- Impressions over a lifetime: 2,436
- Retention rate(12 months): 52%
- Business impact: 30%
- ASI suggested item price: $1.00
- Cost per impression: $0.0004
- Effective Impressions: 731
- Cost per effective impression: $0.00137
- ROI index: 380
In a world obsessed with digital everything, it turns out the most effective promotional tool isn’t an algorithm or an ad. Yes, writing instruments are the undisputed ROI kings of branded merchandise, and the numbers prove it.
For just $1.00 per item, a branded pen delivers a staggering 2,436 lifetime impressions. That’s a cost per impression of $0.0004—basically, free advertising that keeps working long after a banner ad disappears. Even when you zero in on 731 “effective impressions”—the interactions that actually lead to meaningful engagement—the cost remains absurdly low at $0.00137.
But here’s where it gets even more interesting: 30% of recipients say they’re more likely to engage with a brand after receiving a writing instrument. And since 52% of people keep them for at least a year, that brand exposure isn’t just fleeting—it’s baked into everyday life.
Then there’s the versatility factor. Pens, highlighters, pencils—even novelty colouring tools. No matter the audience, there’s a writing instrument that fits the bill, ensuring brands connect with consumers in a way that’s both tactile and practical.
With a ROI index of 380, writing instruments aren’t just surviving in the digital age—they’re thriving. Simple, effective, and built for long-term impact, they prove that sometimes, old-school tech is still the smartest investment.
2. Bags
- Impressions over a lifetime: 1,940
- Retention rate(12 months): 43%
- Business impact: 26%
- ASI suggested item price: $2.00
- Cost per impression: $0.0010
- Effective impressions: 504
- Cost per effective impression: $0.00397
- ROI index: 108
When it comes to promotional ROI, bags lock in the number two spot—and for good reason. At an average cost of just $2 per item, primarily covering tote and drawstring bags, they deliver unmatched versatility. And thanks to luxury brands like Gucci and Burberry elevating the tote to fashion status, these once-simple carriers are now both practical essentials and style statements.
The numbers speak for themselves. Over their lifetime, bags generate 1,940 impressions, bringing their cost per impression down to $0.0010—practically free brand exposure. Their 43% retention rate means they stick around longer than most promotional products, while a 26% business impact score proves they drive real engagement. Even when narrowing the focus to 504 high-value interactions, the cost remains ultra-competitive at $0.00397.
With an ROI index of 108, bags aren’t just promotional freebies—they’re a branding powerhouse. Practical, stylish, and impossible to ignore, they offer the kind of long-term impact every marketer should be chasing.
3. T-shirts
- Impressions over a lifetime: 5,053
- Retention rate(12 months): 47%
- Business impact: 37%
- ASI suggested item price: $10.00
- Cost per impression: $0.0020
- Effective Impressions: 1870
- Cost per effective impression: $0.00535
- ROI index: 88
When it comes to promotional ROI, t-shirts secure the third-place spot, proving that sometimes, the classics still dominate. Over their lifetime, a single shirt racks up 5,053 impressions, all for a budget-friendly $0.0020 per impression. It’s a masterclass in turning an everyday essential into a high-impact marketing tool.
And here’s where it gets even better: 47% of recipients keep their branded tees for the long haul. That means your logo isn’t just making an appearance—it’s woven into their daily routines. Whether it’s worn at casual hangouts, major events, or even as sleepwear, this wearable billboard puts brands in both public and private spaces. The numbers back it up: a 37% business impact score and a cost per effective impression of just $0.00535 make T-shirts a powerhouse of sustained visibility.
But the real magic? Customization. The best brands don’t just slap on a logo; they create T-shirts people actually want to wear. Coca-Cola nails it with laid-back, retro aesthetics, making their tees feel like everyday staples with a nostalgic twist. BMW, on the other hand, leans into sleek, precision-driven designs, turning their merch into a statement of sophistication.
With an ROI index of 88, T-shirts aren’t just apparel—they’re social currency, brand identity, and an enduring part of people’s wardrobes. In an era of fleeting digital ads, the humble T-shirt offers something refreshingly old-school: visibility that lasts.
4. Outerwear
- Impressions over a lifetime: 7,856
- Retention rate(12 months): 61%
- Business impact: 41%
- ASI suggested item price: $30.00
- Cost per impression: $0.0038
- Effective Impressions: 3221
- Cost per effective impression: $0.00931
- ROI index: 65
Outerwear lands fourth on the top ROI promotional products list, but its appeal goes far beyond the impressive figures. With 7,856 lifetime impressions—the highest among all categories—a 61% retention rate, and a 41% business impact score, jackets and hoodies aren’t merely freebies. They’re practical statements that people wear, trust, and keep for years, echoing the enduring nature of the brands behind them.
What really sets outerwear apart is its compelling value proposition. It isn’t just about functionality; it’s about significance. A sleek jacket or a cosy hoodie isn’t something you simply tuck away—it’s the garment you reach for on a brisk evening or a cool day out, seamlessly integrating your brand into daily life. This fusion of practicality and exclusivity transforms outerwear from ordinary promotional fare into something truly desirable.
Sure, the $30 price tag might raise a few eyebrows at first, but the return on investment speaks for itself. With a cost per impression of just $0.0038 and 3,221 effective impressions coming in at a mere $0.00931 each, outerwear delivers serious staying power. In a market defined by fleeting trends and transient campaigns, it’s refreshing to encounter promotional products designed to endure.
Ultimately, outerwear proves that when your strategy is about making a statement, quality always trumps quantity. It isn’t just a coat or a hoodie—it’s your brand making a memorable entrance and then staying on the scene for the long haul.
5. Drinkware
- Impressions over a lifetime: 3,162
- Retention rate(12 months): 63%
- Business impact: 30%
- ASI suggested item price: $10.00
- Cost per impression: $0.0032
- Effective Impressions: 949
- Cost per effective impression: $0.01054
- ROI index: 60
Ranking fifth in the promotional products ROI race, drinkware proves that everyday items can deliver extraordinary results. Imagine that morning coffee mug that jumpstarts your day, the water bottle that accompanies your workout, or even the stylish glass that transforms your evening gatherings. These items aren’t mere novelties—they’re daily companions that ensure your brand remains in constant view.
The figures speak for themselves: with 3,162 lifetime impressions and a robust 63% retention rate, every sip becomes an opportunity for brand exposure. In fact, drinkware’s role in building brand recognition is underscored by a 30% business impact score. And when it comes to cost, it’s a no-brainer: at just £0.0032 per impression and £0.01054 per effective impression, the value is undeniable.
Whether it’s travel mugs, reusable bottles, or custom-designed drinkware, this category offers a clever blend of practicality and brand engagement. With an overall ROI index of 60, drinkware stands out as a smart, reliable choice in a market dominated by fleeting digital impressions. Every sip is a testament to the lasting impact of well-crafted, everyday promotional items.
6. Headwear
- Impressions over a lifetime: 3,380
- Retention rate(12 months): 56%
- Business impact: 20%
- ASI suggested item price: $8.00
- Cost per impression: $0.0024
- Effective Impressions: 676
- Cost per effective impression: $0.01183
- ROI index: 47
After exploring how everyday items pack a marketing punch, headwear takes the stage with its own unique spin on brand visibility. Securing the sixth spot on our ROI ranking, this accessory isn’t just about style—it’s about constant, unobtrusive exposure.
With 3,380 lifetime impressions and a 56% retention rate, headwear places your brand right where it counts. Think of it this way: whether it’s a cool cap on a sunny day or a snug beanie during winter, headwear delivers year-round exposure that keeps your logo in the spotlight.
Its natural position at eye level turns headwear into premium advertising real estate. At a cost per impression of only $0.0024—and $0.01183 per effective impression—it’s as cost-efficient as it is impactful.
Boasting an ROI index of 47, headwear is the ideal choice for events, giveaways, or as part of a broader branded merchandise strategy. Its universal appeal ensures that wherever your audience goes, your brand is right there with them—in a smart, memorable way.
7. Umbrellas
- Impressions over a lifetime: 1760
- Retention rate(12 months): 54%
- Business impact: 36%
- ASI suggested item price: $10.00
- Cost per impression: $0.0057
- Effective Impressions: 634
- Cost per effective impression: $0.01578
- ROI index: 34
Umbrellas sit comfortably in seventh place on our coveted promotional products list, and it’s no wonder why. In a world where even a rainy day is an opportunity to make a style statement, these chic accessories do far more than merely shield you from the elements. With 1,760 lifetime impressions and a solid 54% retention rate, umbrellas ensure that your brand is consistently in view, whether under a gentle drizzle or a burst of sunshine.
Modern umbrellas have stepped into the spotlight as must-have fashion accessories. They effortlessly turn practicality into a statement of style. Though they exude sophistication, branded umbrellas are surprisingly cost-effective—often available for as little as $10 each. At only $0.0057 per impression and a cost per effective impression of $0.01578, their value is hard to ignore, further backed by a 36% business impact score.
Rounding off their appeal is an ROI index of 34, proving that these stylish protectors are not only a practical necessity but also a smart branding investment. Whether handed out as memorable giveaways at high-profile events or woven into a broader promotional campaign, umbrellas combine functionality with flair, ensuring your brand makes a lasting statement, come rain or shine.
8. Desk accessories
- Impressions over a lifetime: 2,314
- Retention rate(12 months): 58%
- Business impact: 24%
- ASI suggested item price: $10.00
- Cost per impression: $0.0043
- Effective Impressions: 555
- Cost per effective impression: $0.01801
- ROI index: 32
Desk accessories snag the eighth spot on our best ROI promotional products list, perfectly balancing functionality with constant visibility. Clocking in at 2,314 lifetime impressions and a solid 58% retention rate, these items become indispensable in any modern work environment. Whether it’s organisers, clocks, or mobile accessories, they ensure your brand stays right where it needs to be—front and centre throughout the workday.
As technology reshapes our workspaces, items like wireless chargers and magnetic phone stands are quickly becoming must-haves. With their sleek, modern designs, these gadgets not only keep desks clutter-free but also provide a premium canvas for your logo.
At just £0.0043 per impression and boasting an ROI index of 32, desk accessories deliver impressive value. With 555 effective impressions coming in at a cost-per-effective impression of £0.01801, they prove to be a savvy and stylish way to maintain your brand’s presence in professional settings. In a world where every detail counts, these essentials ensure your brand remains embedded in the daily workflow—and in the minds of your target audience.
9. Performance wear
- Impressions over a lifetime: 2,336
- Retention rate(12 months): 59%
- Business impact: 41%
- ASI suggested item price: $20.00
- Cost per impression: $0.0086
- Effective Impressions: 958
- Cost per effective impression: $0.02088
- ROI index: 28
Performance wear clinches the ninth spot on our ranking of promotional products with the best ROI—a natural fit for today’s health-conscious, on-the-go lifestyles. With 2,336 lifetime impressions and a robust 59% retention rate, these items aren’t merely additions to a wardrobe; they become indispensable daily essentials. A 41% business impact score further underscores their knack for forging strong, lasting connections with consumers.
Consider the versatility on offer: moisture-wicking shirts, breathable caps, and athletic leggings that transition seamlessly from gym sessions to everyday outings. These products aren’t reserved solely for fitness enthusiasts—they’ve carved out a place in casual wear, celebrated for their exceptional comfort, breathability, and performance. At just $0.0086 per impression, performance wear is an accessible way to put your brand in motion. With a cost per effective impression of $0.02088 and an ROI index of 28, the value is abundantly clear: performance wear provides exposure that goes well beyond traditional promotional products, all while projecting an active and stylish image.
Whether at the gym, on a run, or simply navigating daily life, your logo is on the move—set to go the distance.
10. Polo shirts
- Impressions over a lifetime: 2,106
- Retention rate(12 months): 62%
- Business impact: 29%
- ASI suggested item price: $15.00
- Cost per impression: $0.0071
- Effective Impressions: 611
- Cost per effective impression: $0.02456
- ROI index: 25
At number 10 on our best ROI promotional products list, polo shirts continue to impress as one of the most versatile marketing tools available. With 2,106 lifetime impressions and a solid 62% retention rate, these shirts ensure your logo stays in view, making them a familiar sight in everyday life. At just $0.0071 per impression, they offer an exceptionally cost-effective way to boost your brand’s visibility while adding a smart, stylish touch to any wardrobe.
Polo shirts are true chameleons when it comes to usage. They seamlessly fit into a range of settings—from corporate environments and office uniforms to team-building outings and trade shows. Their blend of casual comfort and semi-formal style makes them a natural choice at golf tournaments, charity events, and community gatherings. Even on casual Fridays or during campus events, these shirts strike the right balance between professionalism and approachability, making them indispensable for reaching a broad, diverse audience.
Crafted from breathable materials like cotton or polyester, polo shirts combine durability with comfort, ensuring they become a lasting part of recipients’ wardrobes. With a 29% business impact score and an ROI index of 25, they demonstrate a strong ability to drive brand recognition. Moreover, their cost per effective impression of $0.02456 underscores their long-term value.
In essence, branded polo shirts offer continuous exposure and a practical, stylish way for people to wear your message with pride. Their widespread appeal across multiple settings makes them an ideal choice for any business looking to blend style with effective marketing.
11. Power banks
- Impressions over a lifetime: 870
- Retention rate(12 months): 51%
- Business impact: 40%
- ASI suggested item price: $8.00
- Cost per impression: $0.0092
- Effective Impressions: 348
- Cost per effective impression: $0.02299
- ROI index: 22
Landing in the 11th spot on our list of top promotional products, power banks prove to be a formidable tool for brand visibility. These compact devices, designed to recharge mobile gadgets on the go, offer 870 lifetime impressions and maintain a 51% retention rate, ensuring your brand remains with recipients over the long term.
Power banks are especially popular among younger consumers—65% of university students, for instance, choose them—making them an ideal fit for today’s mobile-centric lifestyle. With a cost of just $0.0092 per impression and a cost per effective impression of $0.02299, these devices deliver outstanding value. Boasting an ROI index of 22 and a total score of 19,301, they combine affordability with significant impact.
What really sets power banks apart is their versatile utility. Advertisers can count on these devices being used in a variety of real-life scenarios. Picture a commuter on a crowded train, relying on a power bank to keep their smartphone charged during a long journey. Imagine a frequent traveller in airports or coffee shops, where outlets are scarce and the need to stay connected is constant. Even at outdoor events or remote working locations, a branded power bank becomes a lifeline, ensuring devices remain powered when it matters most.
By gifting a power bank, you’re not merely distributing a promotional item; you’re offering a practical solution that users will depend on for over a year. Its portability makes it an ideal companion during conferences, business trips, or leisure activities, transforming it into an everyday essential. This smart, strategic investment not only reinforces customer loyalty but also cements a positive association with your brand—ensuring you remain top of mind in a fast-paced, mobile world.
12. USB flash drives
- Impressions over a lifetime: 851
- Retention rate(12 months): 44%
- Business impact: 31%
- ASI suggested item price: $8.00
- Cost per impression: $0.0094
- Effective Impressions: 264
- Cost per effective impression: $0.03032
- ROI index: 15
At number 12 on our list of promotional products with the best ROI, USB flash drives prove that small devices can pack a serious punch. With 851 lifetime impressions and a 44% retention rate, these compact gadgets ensure your logo remains visible long after the initial giveaway. Despite their diminutive size, they consistently deliver high levels of brand exposure, as recipients frequently use and keep them on hand.
From a tech-savvy perspective, these drives aren’t just about storage—they’re a practical tool that fosters customer engagement and loyalty, as evidenced by a 31% business impact score. At a mere $0.0094 per impression, they represent excellent value for money. Whether you’re targeting tech professionals, students, or creative types, a branded USB flash drive provides everyday utility that reinforces your message.
Consider the real-world scenarios: a university student might rely on a USB drive to store important project files, while a creative professional could use it to share their portfolio on the fly. Even in an era of cloud storage, the tangible nature of a USB flash drive means it’s kept close by, ensuring your brand stays in sight.
With an ROI index of 15 and a cost per effective impression of $0.03032, USB flash drives offer a cost-effective, practical solution for any campaign. For those looking to make a lasting impression without compromising on functionality, these small yet mighty devices are a smart investment in brand visibility.
13. Health products
- Impressions over a lifetime: 640
- Retention rate(12 months): 36%
- Business impact: 26%
- ASI suggested item price: $5.00
- Cost per impression: $0.0078
- Effective Impressions: 166
- Cost per effective impression: $0.03005
- ROI index: 12
Health products secure the 13th spot on our top ROI promotional products list, offering a unique opportunity to connect with your audience by addressing their daily wellness needs. Branded hand sanitisers, first aid kits, and stress balls provide practical value and a genuine sense of care, positioning your brand as one that truly prioritises well-being.
With 640 lifetime impressions and a 36% retention rate, these products are more than just giveaways—they’re everyday essentials that ensure your logo is seen in the moments that matter most. In today’s world, where self-care and mindfulness are increasingly embraced, every time a customer reaches for a hand sanitiser or squeezes a stress ball, they’re not only looking after themselves but also experiencing a subtle reminder of your brand’s commitment to health.
A 26% business impact score highlights their effectiveness in fostering positive associations, while a cost per impression of just $0.0078 makes them a budget-friendly yet impactful choice. With a total score of 7,668 and a cost per effective impression of $0.03005, these health products combine cost efficiency with meaningful, everyday exposure.
In an era where consumers value both practicality and care, integrating health products into your promotional strategy is a smart way to enhance your brand’s reputation—demonstrating that you care about what matters most: the well-being of your customers.
14. Calendars
- Impressions over a lifetime: 673
- Retention rate(12 months): 62%
- Business impact: 25%
- ASI suggested item price: $10.00
- Cost per impression: $0.0149
- Effective Impressions: 168
- Cost per effective impression: $0.05944
- ROI index: 10
In today’s digital whirlwind, calendars secure the 14th spot on our top ROI promotional products list, proving that classic tools can still pack a punch. By encouraging users to step away from constant digital distractions and schedule their daily tasks and personal time, calendars help reduce stress and promote a more organised, healthier lifestyle. With a 62% retention rate, these planners are more than just seasonal items; they’re trusted companions used throughout the year. Every time someone checks the date, your logo is right there, offering 673 lifetime impressions that merge practicality with mindful organisation.
The 25% business impact score speaks to their ability to reinforce brand loyalty, as calendars become an integral part of daily routines—helping users structure both their professional tasks and personal well-being. At just $0.0149 per impression, they remain a cost-effective solution for businesses of all sizes. With a total score of 7,020 and a cost per effective impression of $0.05944, calendars deliver sustained value in homes and offices alike.
Beyond serving as a marketing tool, a well-designed calendar invites users to slow down, plan their day, and even carve out moments for self-care. In an era brimming with digital distractions, this physical reminder of the day ahead not only bolsters your brand’s visibility but also promotes a healthier, more organised approach to life. If you’re after a smart, cost-effective investment in promotional products, calendars offer steady, year-round returns that go well beyond conventional advertising.
Sources of information
Our main source of information is the latest study by the Advertising Specialty Institute. They have created comprehensive research with nearly 25,000 customers analyzing various important questions to the industry.
We have taken important metrics and added them on the Excel sheet and created a straightforward formula to come up with a list of the products providing best return on investment. Feel free to check out the data and formulas we used when coming up with the ranking system.
ROI index calculation
To determine the best return on investment (ROI) for promotional products, we analyzed the data using a comprehensive formula that evaluates cost-effectiveness, consumer retention, and brand impact. First, we calculated the Cost per Impression (CPI) by dividing the item’s price by the total impressions it generates over its lifetime. Next, we weighted these impressions based on the percentage of consumers who are more likely to do business with the advertiser, which gave us Effective Impressions, reflecting the item’s potential to drive customer conversions. To incorporate long-term exposure, we factored in the percentage of consumers who retain the product for at least 12 months, creating a Retention Factor. Finally, we combined these metrics into an ROI Index that highlights products offering the best value for their price. Based on this analysis, items with high consumer retention, low CPI, and strong conversion potential—like writing instruments, bags, and t-shirts—consistently delivered superior ROI, making them our top recommendations for impactful promotional campaigns.
Final thoughts
And there we are—one step wiser in the world of promotional products and ROI. I hope this article has provided valuable insights for those looking to make informed decisions when planning promotional product purchases. Naturally, in most cases, it’s wise to eliminate product categories that aren’t relevant to your target audience. For instance, a fully digital company that doesn’t participate in trade shows or expos may find other promo products more effective than pens.
If your target audience will appreciate and find value in each item on this list, you’re in luck. Your path to the best ROI is now relatively simple: begin by selecting items from the top of the list—starting with writing instruments—and work your way down. You can use our promotional products ROI calculator, which we developed and made publicly available for free.
I trust you found this analysis both useful and interesting. If you need help determining which promotional products will work best for your brand and how to select them, feel free to reach out. Our all-in-one branding experts are ready to help you find the winning formula.
Thank you for reading, and good luck with your promotional campaigns!
