We deal with promotional products every day, so at some point, we not only ask ourselves about their future but also about their past. We took a closer look at how promotional products have evolved, particularly in Europe, and what defines them today. Join us on our little journey through time.
The first question we asked ourselves was: What was the first promotional product? The real question here is how we define a promotional product. We exclude “samples,” even though they are often considered the first promotional products. Just as bakeries or cheese counters occasionally offer free samples today, traveling merchants in the Middle Ages commonly handed out small tasters to their customers. However, we prefer to define promotional products as items that advertise a product or company through a medium other than the product itself—whether giveaways, promotional gifts, or branded merchandise. Naturally, we focus on printed promotional products.
The First Promotional Product in the World
After this explanation, we come to the first recorded promotional product in the world. It actually originates from the USA and was used during the presidential elections of 1789. None other than the “Father of the Nation,” George Washington, distributed promotional buttons for the first-ever U.S. presidential election. These buttons were adorned with ribbons and featured Washington’s portrait and/or campaign slogan. A significant moment in history—not just for promotional products.
From this point on, promotional products were occasionally used, especially in the USA. However, the real boom did not begin until the late 19th century. One of the pioneers of that time was Jasper Meek, a printer from Ohio. In 1886, he produced school bags for a shoe retailer, marking the beginning of the modern promotional products industry.
Promotional Products in Europe
The boom in promotional products in Europe did not begin until the early 20th century. While the first promotional product dealers had already established themselves in major cities around 1900, it took until the 1950s and 1960s for promotional products to become widely popular and for the advertising industry to gain momentum. Even then, ballpoint pens, keychains, and matches or lighters were among the most popular promotional giveaways in Europe, and they are considered the first mass-distributed promotional items.
A Brief Look at IGO’s History
You could say that we were a little ahead of our time. Our founder, Martien Jonkers, established a company in the Netherlands in the late 1940s that specialised in selling ballpoint pens and quickly expanded to offer other customisable office supplies. Business was so successful that—keeping up with the times—he renamed the company IGO in 1961. IGO stands for the Dutch term Internationale Geschenken Organisatie (translated: International Gifts Organisation). Over the decades, we have slightly modified our name, and digitalisation has made things faster and more efficient, but our core service remains the same: We print promotional products for businesses and organisations of all kinds.
Bestselling Promotional Products
While the most popular promotional products have changed over time—for example, ashtrays are no longer in demand as smoking rates decline, and items like webcam covers or USB cables did not exist in the past—some products have remained timeless. Ballpoint pens, as well as bags and pouches, continue to be among the most popular choices.
In addition to the significant impact of technological advancements, which have created new needs and possibilities, the industry has also been shifting toward sustainability for several years now. If you want to learn more about the latest trends in the promotional products industry, be sure to check out our blog.
As you can see, promotional products have been around for centuries, but giveaways and promotional gifts are far from outdated. They have a long history, and as long as people enjoy giving and receiving gifts, they will never disappear. Do you already have your next promotional item ready? If not, feel free to browse our selection!