Promo’s history has typically been defined by customers aiming to maximize their budgets with high-volume, low-cost items. However, during the pandemic, this dynamic was turned on its head. With no events to spend on, buyers shifted toward high-end products that matched their glossy retail brand aesthetic. Now, customer demand has settled into a middle ground.
Michael Scott Cohen, CEO of Harper + Scott (asi/220052) and a Counselor’s Power 50 member, has seen a tug-of-war between brand affinity and cost consciousness, with uncertainty around tariffs and the economy fueling spending hesitations. People want the value of a retail brand name, but aren’t willing to pay retail prices. “Everyone still wants that champagne experience, but they’re bringing a sparkling water budget to the table,” Cohen says. “So for us, it’s just pushing more on how to make that fizz feel premium.”
Sometimes, that means selecting one high-end item and building an executive gift kit or influencer mailer out from there with a few smaller additions. Sometimes, it’s decreasing order quantities while retaining that higher per-item price point. Sometimes, it’s picking a retail-inspired piece, rather than a retail brand one, to stay on target with budget.
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View the full 2025 Counselor State of the Industry here.
