This infographic breaks down the top five categories across generations and highlights additional opportunities for age-based tailoring. Use it as a starting point for planning branded merchandise that feels more relevant, useful and worth keeping.
Key Takeaways
1
Apparel Is No. 1 Across Generations
Gen Z, Millennials and Gen X all rank apparel as their top branded merchandise category, giving marketers a strong shared starting point across audiences.
2
The Runner-Up Changes by Audience
Gen Z favors food and beverage, Millennials favor wearables and fashion accessories and Gen X favors office products.
From Gen Z to Boomers: What Makes Merch Matter
Branded merchandise works harder when it reflects the people receiving it. To understand how preferences shift across generations, trade group Promotional Products Association International surveyed more than 3,000 U.S. consumers ages 16-60 about the types of branded merchandise they value most.
FAQs
What branded merchandise do different generations prefer?
PPAI’s 2025 U.S. consumer survey found that apparel is the top preferred branded merchandise category across Gen Z, Millennials and Gen X. Preferences differ after that, with Gen Z favoring food and beverage, Millennials favoring wearables and fashion accessories and Gen X favoring office products.
Why do generational preferences matter for branded merchandise?
Generational preferences help marketers choose branded merchandise that is more likely to feel relevant, useful and worth keeping. Audience insight can improve product selection and make campaigns more effective.
What is the most popular branded merchandise category across generations?
Apparel is the No. 1 category across Gen Z, Millennials and Gen X in the PPAI 2025 U.S. consumer survey.