TL;DR: According to ASI’s 2026 Ad Impressions Study, fleece and jackets generate the most impressions (9,000 lifetime), followed by bags (4,900) and hats and T-shirts (4,000 and 3,500). The average cost-per-impression across all promo products is just 3/10 of a cent — cheaper than virtually any other form of advertising. Branded merch is a walking billboard, not just a gift. Start simple with a T-shirt, hat, tote, and pen — then work with our team to design something people actually want to wear.
Every business owner eventually asks the same question: What should I put my logo on?
The answer used to be mostly gut instinct. But the Advertising Specialty Institute (ASI) has been tracking the real numbers for years — how many impressions each type of branded product generates, how long people keep them, and how they influence buying decisions. Their 2026 Ad Impressions Study, based on thousands of consumer surveys across the U.S. and internationally, gives us actual data to work with.
Here’s what the research says — plus what I’ve seen in 20 years of selling branded merchandise at Jersey Ink.
Why Branded Merch Is Advertising (Not Just a Nice Gift)
Before we get into the numbers, let’s settle something: branded merchandise is advertising. Not a “nice gesture.” Not a team-building exercise. Advertising.
I’ve been calling it a “walking billboard” since the day we opened Jersey Ink. When someone puts on a hat or carries a tote bag with your logo on it, they’re carrying your brand into grocery stores, gyms, offices, and neighborhoods — places your social media ad will never go.
The ASI data backs this up hard: 75% of U.S. consumers have a more positive opinion of promotional products than any other form of advertising — higher than TV, internet, mobile, and social media ads. And 78% would have a more favorable view of an advertiser simply after receiving a branded item.
And then there’s the modern twist. A med spa recently went viral on TikTok after Arby’s surprised their team with a box of branded merch — hats that said “Beef” in the classic Arby’s font, and one that said “Hot Girls Eat Arby’s.” The team shared it. It spread. That one box of merch generated millions of impressions. That’s the power of branded merchandise connecting with social media in 2026 — and it works because people want to be part of something. The right merch makes that happen.
The Impression Numbers: What Actually Gets Seen
ASI calculates impressions by multiplying how long consumers keep a product by how often they use it and how many people see it during use. Here’s where each major category lands:
| Product | Lifetime Impressions | Cost Per Impression |
|---|---|---|
| Fleece / Jackets | 9,000 | 4/10 of a cent |
| Bags | 4,900 | 1/10 of a cent |
| Caps / Hats | 4,000 | 1/3 of a cent |
| Health & Safety | 4,000 | Less than 1 cent |
| T-Shirts | 3,500 | 1/3 of a cent |
| Polos | 2,900 | 7/10 of a cent |
| Umbrellas | 2,300 | 7/10 of a cent |
| Writing Instruments | 1,900 | 1/10 of a cent |
| Power Banks | 1,800 | 7/10 of a cent |
| Drinkware | 1,300 | 1 cent |
| Housewares / Tools | 1,200 | 1/3 of a cent |
| Blankets | 1,200 | Less than 2 cents |
| Desk Accessories | 1,200 | 1 cent |
| Magnets | 800 | 1/10 of a cent |
| Buttons / Lanyards / Stickers | 600 | 1/4 of a cent |
| Notebooks | 500 | Less than 1 cent |
| Calendars | 550 | 1 cent |
| USB Drives | 400 | Less than 2 cents |
Less than 2 centsThe average cost-per-impression across all promo products is just 3/10 of a cent. Try getting that with a social media ad.
Jackets and Outerwear: The Impression Champion
At 9,000 impressions over its lifetime, fleece and outerwear tops every other category — and it makes total sense. A jacket goes on top of everything else. Your logo isn’t buried under a coat; it’s the coat. It gets seen on the way into the office, at the game, at the grocery store, everywhere.
Yes, outerwear costs more than a T-shirt. But when you do the math — 9,000 impressions at a fraction of a cent each — the value is hard to beat. If it fits your budget, it’s one of the smartest investments you can make in branded merch.
The Infamous T-Shirt: Underrated After All
At 3,500 impressions and a cost-per-impression of just 1/3 of a cent, the T-shirt is the most requested item we sell — and it’s easy to see why.
Is the T-shirt overrated? I’ve asked myself that. So many businesses print T-shirts that you could argue the market is saturated. But I keep coming back to one thing: versatility. T-shirts work for every age, every season, every budget, and every occasion. 5K races. Charity events. Baby shower favors. Employee onboarding kits. Retail merch. Kids’ sports teams. The T-shirt is the only item that truly checks every box.
It also has the most imprint real estate of almost anything we sell — full front, full back, and both sleeves. That’s a lot of logo for the money.
ASI confirms it: 55% of consumers are most excited to receive a promotional T-shirt — the highest of any category. When it comes to branded merch, the T-shirt might actually be underrated.
Bags: The Sneaky High Performer
Bags generate 4,900 impressions over their lifetime — the second highest of any category — and 92% of consumers would be more likely to do business with an advertiser who gave them one. That’s a striking number.
The reason is simple: people use bags in public, constantly. A canvas tote carried into a grocery store gets seen up and down every aisle, week after week.
The canvas tote is our top seller in this category, and for good reason — it’s budget-friendly, durable, comes in a wide range of colors and sizes, and works equally well as a one-color screen print or a full-color heat transfer. People love using them as everyday carry bags or reusable grocery bags.
Drawstring bags are a favorite for athletic teams. Backpacks are great for merch stores and new employee welcome packs. For the impression-per-dollar value, bags are one of the most underutilized promo items out there.
Hats: 4,000 Impressions and People Wear Them Weekly
Caps and hats clock in at 4,000 impressions, and 60% of consumers wear their promotional hat at least once per week. That’s consistent, high-visibility exposure.
The most requested style we sell is the unstructured dad hat — it’s versatile, wearable by just about anyone, and looks great with a clean embroidered logo. Our top sellers are the Adams LP101 (a classic pigment-dyed cap is one of our all-time favorites) and the VC300A Value Cap. If you want to step it up a little, the 47 Brand 4700 Cleanup Cap and the YP Classics 6245CM are excellent options with a slightly higher-end feel.
For athletic teams or a more male-skewed audience, structured caps like Richardson and FlexFit styles are the way to go — they have that sport-forward look that resonates with that crowd.
A well-embroidered hat is one of the most effortlessly wearable branded items you can give someone. People put them on and forget they’re advertising for you.
Drinkware: Great Impressions, Great for the Right Budget
Drinkware generates 1,300 impressions with 80% of consumers keeping their promo drinkware for more than a year — and it has a natural advantage: people carry it everywhere and refill it constantly.
We don’t sell drinkware all day long, but it’s a smart add-on for the right customer. Here’s how I think about it:
On the budget-friendly end, there are solid water bottles in the $4–5 range. Keep in mind that’s typically about half the cost of a branded T-shirt, so for a lower per-item spend, you’re still getting strong daily visibility — every time someone takes that bottle to the gym or the office, your logo goes with them.
On the premium end, a Yeti-style tumbler at $20–40 per piece makes an outstanding retail item for a coffee shop, gym, or boutique — or a high-impact gift for a valued customer or new employee. People keep premium drinkware for years and use it daily.
Pens: Small but Mighty
Writing instruments generate 1,900 impressions at just 1/10 of a cent per impression — one of the lowest CPIs of any category. And 64% of people use their promotional pen daily.
Pens feel old school, but they punch above their weight. They travel. They get left on counters at banks, borrowed by strangers, tucked into purses that aren’t yours. Every time someone picks up your branded pen, your business name is in their hand.
I have a pen from a local business that I reach for all the time. Every time I use it, I think of them. That’s the quiet power of a pen. It’s budget-friendly and perfect for handing out to prospects, new customers, and anyone who walks through your door.
Sustainable and Made in the USA: Worth Calling Out
The study found that 79% of consumers have a more favorable view of an advertiser after receiving a Made-in-the-USA promo item, and 74% feel the same about sustainable products. For certain brands and events, that label matters.
We’ve seen more interest in American-made options over the past several years — a trend that accelerated after overseas supply chain disruptions made people more aware of where their products come from. It’s not our most common request, but we can absolutely source sustainable and American-made apparel and promo items. For the right brand, being able to say “printed in America, made in America” is a meaningful part of the message.
How to Spend Your Branded Merch Budget
Branded merch budgets range from $500 to $50,000 — and the right answer depends entirely on your situation. Here’s how I generally think about it:
For prospects and new audience members: lower-cost items make more sense. A pen, a sticker, a tote bag. You’re casting a wide net. You don’t know yet who your best customers will be — keep the cost per item low and the quantity high.
For loyal customers and frequent buyers: invest in something that feels like a gift. A $10–30 item — a quality hat, a good drinkware piece, a hoodie — signals that you value the relationship. People remember how a brand makes them feel.
For retail and brand launches: this is where design matters most. A T-shirt or hat designed for apparel — not just a logo dropped onto a blank — is what separates a merch line that sells from one that sits in a box. This is where our graphic designer, Adam Serrano, makes all the difference. Adam specializes in designing for apparel: the right artwork for a full-front tee, the right treatment for a hat, the right way to make your colors and logo feel like a brand, not just an item. If you’re launching something or building a retail brand, don’t skip this step.
If You’ve Never Ordered Branded Merch Before
Start simple. Reach out to our team, tell us about your business, your mission, and what you have coming up over the next year. We’ll help you figure out the right items for your goals, your audience, and your budget.If you’re not sure where to start, a T-shirt, a hat, a pen, and a tote bag will take you very far. They’re practical, they’re proven, and the impression data backs them up.And if you’re ready to build something that really represents your brand — not just a logo on a blank, but a real merch line people actually want to wear — let’s get our designer involved and do it right.
Call us or email orders@jerseyink.net to get started.
Research cited: ASI’s 2026 Global Ad Impressions Study. “Research provided by the Advertising Specialty Institute, ©2026, All Rights Reserved.”
Jersey Ink has been a custom apparel and branded merchandise shop for over 20 years, serving businesses, sports teams, schools, and organizations.