According to the Summer 2024 edition of Counselor Magazine by ASI, the six leading markets for promotional products are Education, Healthcare, Construction, Manufacturing/Distribution, Financial/Insurance, and Retail. Each of these industries has a significant percentage of female workers. In fact, Education and Healthcare—the top two buyers of promotional products—boast over 65% female employees. This means that more women are receiving these promotional items than you might expect. Businesses should therefore make strategic choices that align with the demographics of these industries.
Let’s explore each of these markets and see how women play a central role in promotional products!
Education
Women comprise a significant majority of the education sector, accounting for 68.9% of all US employees. This is a historically female-dominated industry where promotional items that evoke school spirit, such as branded apparel, are particularly popular. According to PPAI, apparel takes up a wide array of promo product choices within education. Fridays and sporting events call for the perfect branded cap to wear all day! For the women within education, choose a promotional item with features they adore.
Healthcare
Women dominate the healthcare industry, making up 77.8% of all healthcare workers. Some of the top-selling promo products within healthcare are accessories, apparel, and headwear. Though office supplies are also high on the list, women in the field deserve quality promotional headwear, and Infinity Her caps are perfect for healthcare!
Construction
Women within the construction industry have grown – especially within construction administration and support positions. Though the overall share of women’s construction employees is small, making up about 10.8% of all US construction workers in 2023, it is still there, meaning when advertisers are promoting something within this industry, women are not at the front of their minds in marketing decisions. Women in construction deserve quality promotion products that they will use. 68% of construction end buyers purchased headwear. With headwear being a high-demand product within this industry, women need caps that are engineered for them.
Manufacturing/Distribution
Since 2010, the number of women working in manufacturing and distribution has been steadily increasing. Despite the overall growth of the manufacturing industry, the number of available manufacturing jobs has been decreasing. While industries like communications and finance attract more attention, women continue to make up a larger and growing percentage of the workforce in manufacturing and distribution. As of 2023, 29.5% of all US manufacturing employees were women!
Financial/Insurance
Over half of employees (52.8%) in the financial and insurance sectors are women, but they are underrepresented in executive roles. Women want useful products – but they aren’t usually the ones deciding which promo item to buy. Don’t forget women in promo product decisions!
Retail
47.7% of US retail trade workers were women in 2023. According to PPAI, 50% of retail industry decision-makers are influenced by the uniqueness of the promo product at hand. The retail industry is constantly evolving, and workers often encounter the same products repeatedly. This is likely why decision-makers in retail value uniqueness! A classic product with a twist, like the Infinity Her baseball cap featuring a makeup-resistant sweatband and a concealed high ponytail opening, can be a perfect choice for this industry.
By understanding the gender dynamics in these industries, companies can better cater their promotional product offerings to appeal to the significant number of women working within them, ensuring that their products are not only practical but also appreciated by the recipients.