It’s easy for brands to show up during March for Women’s History Month or International Women’s Day with a pink-themed Instagram post or a token product drop. But if that’s the extent of your promotional engagement for women, you’re missing a much bigger opportunity. All year long, there are events and celebrations where women should be more than an afterthought in your promotional product strategy.
Take Mother’s Day, for example; catalogs are often filled with skin care sets and candles. But don’t women want more than that? I know I do! Though a lot of distributors promo assortments for Mother’s Day, leading you to believe that all women love skin care and bath bombs, that is not the case, because each woman is unique. In every promo assortment, there should be well-designed, functional products that genuinely reflect women’s needs and lifestyles. That requires thoughtful planning, especially in an industry where most products are created and marketed with a male-leaning “unisex” mindset.
Dear brands, distributors, and everyone in between: Committing to a year-round approach to supporting women through intentional promo and merchandise offerings, your brand can build stronger equity, deeper loyalty, and lasting impact.
Why One Month Isn't Enough
Women’s consumer spending has been growing faster than men’s in the last two years, according to a Bank of America research study. Women are actively participating in the economy through their purchases, contributions to the workforce, and more. In recent years, women have accounted for more than 85% of purchases across the U.S. Opting for a male-leaning “unisex” messaging strategy is hurting your company, whether you are aware of it or not.
Also, women-centric messaging only during Women’s History Month is performative. That may seem blunt, but even if the right intentions are behind the social media post, there is more work that needs to be done before aligning a brand or company with women’s interests. Ask yourself how your brand, company, or product supports or solves a problem for women. Never assume you meet these needs; do the work and back up your stance.
Year-Round Touchpoints Where Women Are Waiting to be Engaged
Women are multi-faceted and engage in the economy throughout the year, not just in March! To truly connect with them, promotional strategies should align with their lifestyles and roles, and not follow the “shrink it and pink it” format. Here are some events and ideas for women-centric promotional opportunities for each season:
- Spring: Key moments include fitness events, wellness expos, trade shows, and Mother’s Day gifting. Consider offering breathable caps for running and thoughtful gift bundles for moms that extend beyond traditional spa kits.
- Summer: This season has many options for intentional promo assortments, relating to common summer hobbies, such as being outside, music festivals, marathons, and travel. It’s essential to highlight items with UV protection and multiple uses.
- Fall: Fall marks the beginning of the back-to-school season for moms, as well as fall leadership summits, volunteer events, and more. Promotional items can include branded office supplies and apparel, or accessories that combine fashion with functionality.
- Winter: Don’t underestimate the value of end-of-year engagement. Holiday markets, giving campaigns, and employee appreciation events present opportunities to showcase thoughtful, practical, women-centered products.
Though this list is not exhaustive at all, it should help you get started in reshaping your promo assortment strategy. Each of these touchpoints is an opportunity to not just provide visibility to your brand but value the women in your audience, which can lead to deeper brand loyalty and personal alignment.
Go Above & Beyond: Curating Promo that Truly Connects with Women
Before launching a campaign that targets women, take a moment to ask: Are your products and messaging truly made with women in mind? If not, it’s time to reassess. Here are five essential areas to evaluate:
- Functionality & Purpose: Is the product genuinely useful? Does it solve a real-world problem or enhance her daily life? Whether it’s a product with a makeup-resistant feature or just relates to her industry, function drives value.
- Lifestyle Alignment: Does it reflect how she lives, works, and moves, not just how marketers think she does? Back up your offerings with research and input from women themselves.
- Sustainability & Ethics: Is the item ethically sourced, built to last, and something she’d be proud to use and share? Women are increasingly value-driven and socially conscious consumers, and this should not be overlooked.
- Visual & Style Relevance: Is it aligned with today’s style, color, and quality standards, or does it feel like a throwaway item from a five-year-old event? If it wouldn’t pass the wear or use test with your own team, it’s not worth showing.
- Community Impact: Go beyond the giveaway. Donate proceeds to nonprofits that empower women, sponsor community programs, or create initiatives that support women’s career growth and representation within your own organization.
True brand loyalty isn’t built through free merchandise but by showing up in ways that matter through product design, assortment curation, and community impact.
The Test: Infinity Her
Infinity Her is proof that designing with women in mind leads to lasting impact. The brand’s success comes from listening to real feedback and solving overlooked pain points, like sweatbands that resist makeup stains and hats that work for both ponytail and hair-down days. See below some of our cap reviews from various distributor websites and our social media accounts:
“@Infinity Her, thank y’all so much!! I’ve seriously been loving the Maya cap — the quality, fit, and attention to detail are next-level. It’s such an awesome canvas for custom work!…”
“Everything about this hat is amazing! Love that the ponytail slot is hidden so you can wear it normal!”
“This hat is just amazing. Not only the quality and design, but having that extra feature for a ponytail and the sweat band on the inside. GAME CHANGER on hat expectations for me.”
“I have been cutting my hats for a high pony hole forever! It’s nice to have one that’s sewn in and doesn’t come all bent. I love the sweat/makeup resistance band in the front too.”
Yes, these are real online reviews for various Infinity Her styles. We find that our customers truly value our patented features (The Evolve™ hidden ponytail opening and the Elude™ makeup-and-sweat-resistant band) as well as our attention to detail in every cap design. When a product has function AND fashion, the women in your audience will take notice!
Imagine handing out branded caps at a women’s marathon, designed with features like makeup-resistant sweatbands and hidden ponytail openings. You’re not just giving away a hat; you’re offering something she’ll actually use, from the starting line to her next adventure. Every wear becomes a touchpoint with your brand. That’s the power of thoughtful, functional promo.
Key Takeaways
- Supporting women through your promotional strategy shouldn’t be limited to awareness months—it should be a year-round commitment to relevance, functionality, and inclusion.
- Token gestures fade quickly. Consistency, thoughtful design, and authentic impact are what create real loyalty.
- Take a fresh look at your promotional calendar. Where can you insert more intention and value for women, beyond just March?
- Need a starting point? Explore Infinity Her’s collection of women-first headwear, built with exclusive features that add lasting value and brand resonance.