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First-of-its-kind Oxford Economics study reveals annual spending, jobs and tax contributions
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IRVING, Texas — Branded merchandise connects brands and people every day, but its impact extends well beyond the products consumers wear, use, receive or purchase. A landmark study commissioned by Promotional Products Association International (PPAI) provides the first comprehensive look at the global economic ecosystem behind branded merchandise.
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Conducted by independent global advisory firm Oxford Economics, the Branded Merchandise Global Market Report measures the industry end to end, from manufacturing and decoration to distribution, retail, e-commerce, fulfillment, marketing and brand activation.
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Key findings:
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- $338.3 billion was spent on branded merchandise globally in 2025.
- The industry supported $472.3 billion in global GDP.
- Branded merchandise supported 11.9 million jobs worldwide.
- The sector supported $141.3 billion in global tax revenues – roughly the same as the entire Swiss federal budget.
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“For years, we’ve known branded merchandise has an extraordinary ability to connect brands with people,” said Drew Holmgreen, president and CEO of PPAI. “Behind every branded item is a global network of businesses creating jobs, economic activity and value around the world.”
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Measuring the Ripple Effect
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A distinguishing feature of the report is its examination of the industry through three channels of economic impact (direct, indirect and induced), demonstrating how activity generated by branded merchandise extends well beyond the businesses that directly create and sell the products.
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Combined, these channels produced a global GDP multiplier of 2.95, meaning that for every $1 million in GDP generated directly by the industry, an additional $1.95 million was supported elsewhere in the global economy. The findings also broaden the definition of branded merchandise beyond traditional promotional products. The study includes licensed merchandise, apparel and workwear, retail-branded goods, creator merchandise, print-on-demand and e-commerce products, recognition gifts and merchandise used in marketing, events and brand activations. What unites them is their role as tangible expressions of a brand.
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About Oxford Economics
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Oxford Economics is a key adviser to corporate, financial, and government decision-makers and thought leaders. Its worldwide client base now comprises over 3,000 international organizations.
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About PPAI
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Promotional Products Association International (PPAI) is the world’s largest and longest-running not-for-profit branded merchandise association with a 123-year history of serving a community that has grown to some 15,000 corporate members. For more information, visit PPAI.org.
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View source version on businesswire.com:
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Contacts
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Mary Prevost
[email protected]
612.202.3047
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English (US)