Overflowing mailboxes, overexposure to ads on networks, multiplication of channels: consumers find themselves faced with a profusion of digital content. Faced with this observation, brands are rediscovering the value of the tangible to stand out, particularly with goodies.
A sector far from weakening
35 billion euros: this is what the communication market in France represents (according to 2025 data from The Media Objectex-2FPCO). Among these 35 billion euros, 1.5 billion euros were invested in advertising items. The latter therefore still have a bright future ahead of them, especially since the exponential growth of content on social networks no longer allows brands to easily stand out. Indeed, each channel is saturated and Internet users are over-solicited on a daily basis, particularly on social networks, where the trend is to swipe. It therefore becomes difficult for brands to capture the attention of their target and offer engaging content, which explains, among other things, the return of goodies to the forefront. And for good reason, again according to L’Objet Média, 71.3% of recipients of an advertising item remember the brand after receiving it, a higher rate than other media.
What are the advantages of personalized goodies for acquiring and retaining customers?
Increased visibility
In addition to being practical on a daily basis for consumers, personalized goodies like an advertising capa t-shirt or a tote bag, bring great visibility to the brand. They are, in fact, real vectors of a company’s image, since they are visible to the beneficiary’s entourage, but also to a wider circle if they are used externally. Hence the importance of making a good choice and ensuring a certain consistency! More effective than a simple pen, a cap can, for example, be seen by many people if it is worn at a festival. A great way to promote the brand!
A unique multisensory experience
The advantage of advertising objects compared to digital content? They can create cognitive effects and a multi-sensory experience that online ads could not replicate. From colors to touch and sometimes even smells, personalized goodies create emotions and strengthen memory among consumers. They go even further, since they also act on another important marketing lever: loyalty. Their repeated presence is indeed effective in creating a lasting bond and making the customer want to make a new purchase.
A versatile strategy for brands
Thanks to the multitude of existing goodies and the possibility of infinite customization offered by players in the sector, companies can reach their customers effectively. No more simple goodies that were limited to pens and notebooks: everything is now possible, whatever the sector and the brand’s target!
Efficiency recognized in B2B as well (as well as internally!)
Whether at a trade show, as a welcome gift, during corporate events or even as an end-of-year gift, the promotional item is also effective in B2B. Loyalty is also an important issue, because the cost of customer acquisition is higher than in B2C!
Another advantage of promotional items: the enhancement of the employer brand. Gifts are very appreciated by employees, who feel more considered and valued, especially if they are dedicated to well-being. Goodies, moreover, are beneficial for both parties, since they improve the company’s image and increase the visibility of the brand thanks to employees who become ambassadors if the goodies are consistent with external actions.
Between innovation and sustainability, a sector that is modernizing
Hyper-personalization at the heart of trends
Players in the promotional item sector offer increasingly innovative products (experiential goodies, connected bracelets, etc.) and tend more to meet the multiple needs of businesses. In order to best support brands, sites are becoming more and more ergonomic and intuitive to help brands design the ideal advertising item for their target. The trend is also towards hyper-personalization with endless possibilities in terms of design. We find in particular the registration of first names or even QR codes which refer, for example, to the brand’s social networks or to exclusive promotions.
Ecological and CSR goodies
In order to meet consumer demands, but also new regulations (notably the AGEC law), ecological and CSR goodies are gaining ground. They are made from sustainable materials, such as bamboo, cork, linen and wood. Certifications also play a key role in helping companies select environmentally friendly promotional items.
As advertising content floods social networks and other digital media, a return to the tangible is in order. Advertising items are still popular thanks to the change in the sector, now marked by CSR values, as well as hyper-personalization.
