The rise of women in leadership is reaching new heights across boardrooms, thought leadership positions, and government roles. Women now hold 28% of executive roles in North America, a significant jump from 22% just five years ago. Expanding that to the level of senior management, the global trend is even more telling.

But their influence extends far beyond the boardroom. From decision-making to brand impact, women are shaping the promotional industry in powerful ways. Are you tapping into this momentum?

Women’s Growing Role in Business and Purchasing Power

Women continue to play a dominant role in purchasing decisions, influencing an estimated 85% of all consumer purchases. This influence extends directly into the promotional products industry, where women often drive the selection and distribution of branded merchandise.

Research shows that women are more engaged and enthusiastic participants in promotional campaigns, making it critical to tailor products that resonate with them. For instance, data from HPG’s 2025 Q3/4 industry-focused survey demonstrates that enthusiasm and engagement by participation.

What Promotional Categories Matter More to Women?

The research highlights key promotional product categories that women consider more important than men do. When asked about these categories' impact on overall sales success, subtle differences emerged in how each group ranked them.

These differences offer insights into how sourcing for women-led and women-centric promotional product campaigns and events might be approached.

Playing The Percentages: The Place of Roles, Campaigns, and Events in Women-Centric Promo

Understanding the trends of women-led decision-making by role and functional area can help further nuance the success rate of your promotional product campaign.

This, along with industry-by-gender specific information, can help your team develop a promotional-product-to-campaign matrix, like the one listed here:

Event Type	Key Roles	Best Product Categories	% of Women Representation
Wellness & Beauty	Executives, Influencers	Personal Care, Self-Care Kits	High
Education & Nonprofit	Administrators, Educators	Stationery, Tote Bags	High
Healthcare & Pharma	Executives, Practitioners	Wellness, Apparel, Drinkware	High
Retail & Fashion	Buyers, Brand Managers	Apparel, Accessories, Tech	High
HR & Training	HR Managers, Coaches	Office, Wellness, Drinkware	High
Travel & Hospitality	Executives, Event Planners	Travel Accessories, Bags	Medium
Finance & Banking	Executives, Advisors	Premium Gifts, Office Items	Medium
Tech & Engineering	Developers, Engineers	Gadgets, Bags, Notebooks	Low
Manufacturing & Logistics	Managers, Buyers	Safety Gear, Workwear	Low
Automotive & Industrial	Executives, Engineers	Tools, Workwear, Tech	Low

Elevate Your Brand with Women-Centric Campaigns

Understanding women’s preferences in promotional products isn’t just about inclusivity—it’s about effectiveness. Women-driven campaigns yield stronger engagement, higher retention, and increased brand impressions.

By aligning your promotional strategy with product categories that resonate most, you ensure that your brand message is not only seen but valued.

Are you ready to create smarter, more impactful promotional campaigns for women? Start by sourcing from the categories that matter most and watch your brand engagement grow.