The demand for promotional products is driven by seasonal events.
Promotional products can be effective advertising tools. When a company's name and logo are printed on a product, everyday items such as tee-shirts, mugs, pens and tote bags become mini billboards. These items not only encourage potential customers, they reward existing customers---and often employees. Throughout the year, each season has its own factors that impact the promotional products industry, including weather, holidays and most importantly, events.
Winter
The first quarter of the year (January through March) is the slowest time of year for promotional products companies. These months tend to be colder and plagued by bad weather, causing customer visibility to be lower. Often, businesses are reflecting on their spending from the year before and choose to be more conservative.
Toward the end of the winter, trade shows and other sponsored events such as Fashion Week in New York can increase sales.
Spring
Golf tournaments can boost promotional products sales.
The promotional products industry sees a boom in sales in the spring (April through Memorial Day). Warmer weather brings people out and about and it's the season for outdoor sports. Charity galas and other fundraisers--especially golf tournaments--are good promotional opportunities because of the continued use of the products after the event is over. Sports apparel and equipment are popular promotional items.
College students on Spring Break are a lucrative market for businesses looking for new customers.
Summer
Many couples order custom wedding favors.
Summer (June through Labor Day) is when the travel industry promotes tourist destinations and accommodations. Outdoor events such as festivals and concerts offer opportunities for businesses to get their names out to prospective customers. Clients with weddings or company picnics often order promotional items as mementos of the special day.
Summer can have its downfalls. Company decision makers who place orders are often away on vacation. Or, companies might choose to postpone their orders for the holidays.
Fall
Back-to-school items are popular in the fall.
After Labor Day, companies start to think about their budgets. Sometimes, the expense of promotional products has to wait.
However, the fall (Labor Day through November) is a busy time for parents and teachers. Pens, notebooks and tote bags welcome children back to school. The fall is also the time for the World Series and the kickoff of football season. Sports events have large captive audiences who appreciate free give-aways like caps and mugs.
Holidays
Employees and customers look forward to promotional items as holiday gifts.
The holiday season (Thanksgiving through New Years) is the time for giving and being thankful. Companies seek to thank their customers for their business as well as reward their employees at the annual holiday party. Food items---gourmet baskets, baked goods and candy---are a delicious way to say "thank you."
In the last quarter, companies often discover funds that they must spend by the year end and may choose to invest in promotional products.
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