The global branded merchandise industry supported an estimated US$472.3 billion of GDP in 2025, according to a new study by Oxford Economics. In the UK and Ireland, it supported about £12 billion of GDP and 151,000 jobs.
That makes branded merchandise a bigger part of the economy than most people expect. This post explains what the study measured, how the UK fits in, and what the scale of the industry means if you are buying merch for your own business.
the headline numbers.
The study was commissioned by the Promotional Products Association International (PPAI). The British Promotional Merchandise Association (BPMA) was one of several national partners. It covers 2025 and is described by the BPMA as the first study to measure the industry's impact across the whole global supply chain.
- $472.3bn US dollars of global GDP supported by branded merchandise.
- $338.3bn US dollars spent on branded merchandise worldwide.
- $141.3bn US dollars in tax revenues linked to the industry.
The US is the biggest market by far. It accounts for 51% of global spending and US$170.2 billion of the GDP figure.
two kinds of merch.
The spending figure splits into two groups, and the split matters.
- Promotional products: US$108.6 billion. This is what businesses buy: branded bags, drinkware, clothing, tech and gifts for staff, clients and events.
- Licensed merchandise: US$229.7 billion. This is fan and entertainment merch, such as sports shirts and film or music products.
Licensed merch is about two thirds of the total. If you are a business buying branded products for your own team or customers, you are in the smaller, promotional slice. It is still a market worth well over US$100 billion. If you are new to the term, our guide to what promotional merchandise is covers the basics.
where the uk and ireland sit.
The study groups the UK and Ireland together. Its figures for 2025 are:
- Spending of £11 billion: £3 billion on promotional products and £8 billion on licensed merchandise.
- A GDP contribution of £12 billion, about 0.3% of GDP.
- 151,000 jobs supported.
- £4 billion in tax revenues.
Together, the UK and Ireland make up roughly 4% of global branded merchandise spending.
why the gdp figure is bigger than the sales figure.
Global spending is US$338.3 billion, but the GDP contribution is US$472.3 billion. That looks odd until you see how the study counts.
Oxford Economics measured three layers of impact:
- Direct: the businesses that design, make, sell and distribute merchandise.
- Supply chain: the companies that supply them, from raw materials and printing to freight and packaging.
- Induced: the spending that happens when all those workers spend their wages.
In the UK and Ireland, the 151,000 jobs break down into 71,000 direct jobs, 39,000 in the supply chain and 41,000 induced. Distributor sales alone would miss most of that.
what it means if you buy merch.
Our view, not the study's: a market this size has plenty of choice, and quality varies a lot. Three things follow.
- Vet your suppliers. A long supply chain means more places for poor working conditions or weak environmental practice to hide. We work with 180+ vetted suppliers and hold an EcoVadis Gold rating, which puts us in the top 5% of rated companies. Our eco friendly range is a good place to start.
- Keep production close to where it is needed. Shorter journeys cut cost and carbon. See how we handle projects from global to local.
- Choose items people keep. Scale does not make merch effective. Useful, well-made products do. Our post on designing branded merchandise people actually keep shows how.
Every order we deliver also plants a tree through JUST ONE Tree, so even a small order adds something back.
a note on the numbers.
These figures come from news coverage of the study, published by Sourcing City. They are estimates for 2025 and show the impact of the whole industry, not what any single business will see from its own merch. Reports vary on the global jobs total, so we have left that figure out until we can check the full study.
frequently asked questions.
How big is the branded merchandise industry?
Worldwide, about US$338.3 billion was spent on branded merchandise in 2025. Once supply chain and wage-spending effects are included, the industry supported US$472.3 billion of global GDP, according to Oxford Economics.
How big is the UK promotional merchandise market?
The study puts UK and Ireland spending at £11 billion in 2025, of which £3 billion was promotional products and £8 billion licensed merchandise. The two markets together supported 151,000 jobs.
What is the difference between promotional and licensed merchandise?
Promotional products are branded items that businesses buy to promote themselves or reward people, such as tote bags, mugs and clothing. Licensed merchandise carries a third-party brand, such as a sports team or film, and is sold to fans.
Who carried out the study?
Oxford Economics carried out the study for PPAI. Partners included the BPMA in the UK, the Australasian Promotional Products Association, GWW in Germany and Promotional Product Professionals of Canada.
Where can I get branded merchandise for my business?
Browse our drinkware and other ranges, or request a quote and we will handle design, sourcing, production, storage, kitting and delivery for you.
sources.
- Sourcing City News, Branded merchandise supports $472 billion of global GDP, new Oxford Economics study finds (September 2026).
- Sourcing City News, BPMA press release: global economic study (September 2026).
The global branded merchandise industry supported an estimated US$472.3 billion of GDP in 2025, according to a new study by Oxford Economics. In the UK and Ireland, it supported about £12 billion of GDP and 151,000 jobs.
That makes branded merchandise a bigger part of the economy than most people expect. This post explains what the study measured, how the UK fits in, and what the scale of the industry means if you are buying merch for your own business.
the headline numbers.
The study was commissioned by the Promotional Products Association International (PPAI). The British Promotional Merchandise Association (BPMA) was one of several national partners. It covers 2025 and is described by the BPMA as the first study to measure the industry's impact across the whole global supply chain.
- $472.3bn US dollars of global GDP supported by branded merchandise.
- $338.3bn US dollars spent on branded merchandise worldwide.
- $141.3bn US dollars in tax revenues linked to the industry.
The US is the biggest market by far. It accounts for 51% of global spending and US$170.2 billion of the GDP figure.
two kinds of merch.
The spending figure splits into two groups, and the split matters.
- Promotional products: US$108.6 billion. This is what businesses buy: branded bags, drinkware, clothing, tech and gifts for staff, clients and events.
- Licensed merchandise: US$229.7 billion. This is fan and entertainment merch, such as sports shirts and film or music products.
Licensed merch is about two thirds of the total. If you are a business buying branded products for your own team or customers, you are in the smaller, promotional slice. It is still a market worth well over US$100 billion. If you are new to the term, our guide to what promotional merchandise is covers the basics.
where the uk and ireland sit.
The study groups the UK and Ireland together. Its figures for 2025 are:
- Spending of £11 billion: £3 billion on promotional products and £8 billion on licensed merchandise.
- A GDP contribution of £12 billion, about 0.3% of GDP.
- 151,000 jobs supported.
- £4 billion in tax revenues.
Together, the UK and Ireland make up roughly 4% of global branded merchandise spending.
why the gdp figure is bigger than the sales figure.
Global spending is US$338.3 billion, but the GDP contribution is US$472.3 billion. That looks odd until you see how the study counts.
Oxford Economics measured three layers of impact:
- Direct: the businesses that design, make, sell and distribute merchandise.
- Supply chain: the companies that supply them, from raw materials and printing to freight and packaging.
- Induced: the spending that happens when all those workers spend their wages.
In the UK and Ireland, the 151,000 jobs break down into 71,000 direct jobs, 39,000 in the supply chain and 41,000 induced. Distributor sales alone would miss most of that.
what it means if you buy merch.
Our view, not the study's: a market this size has plenty of choice, and quality varies a lot. Three things follow.
- Vet your suppliers. A long supply chain means more places for poor working conditions or weak environmental practice to hide. We work with 180+ vetted suppliers and hold an EcoVadis Gold rating, which puts us in the top 5% of rated companies. Our eco friendly range is a good place to start.
- Keep production close to where it is needed. Shorter journeys cut cost and carbon. See how we handle projects from global to local.
- Choose items people keep. Scale does not make merch effective. Useful, well-made products do. Our post on designing branded merchandise people actually keep shows how.
Every order we deliver also plants a tree through JUST ONE Tree, so even a small order adds something back.
a note on the numbers.
These figures come from news coverage of the study, published by Sourcing City. They are estimates for 2025 and show the impact of the whole industry, not what any single business will see from its own merch. Reports vary on the global jobs total, so we have left that figure out until we can check the full study.
frequently asked questions.
How big is the branded merchandise industry?
Worldwide, about US$338.3 billion was spent on branded merchandise in 2025. Once supply chain and wage-spending effects are included, the industry supported US$472.3 billion of global GDP, according to Oxford Economics.
How big is the UK promotional merchandise market?
The study puts UK and Ireland spending at £11 billion in 2025, of which £3 billion was promotional products and £8 billion licensed merchandise. The two markets together supported 151,000 jobs.
What is the difference between promotional and licensed merchandise?
Promotional products are branded items that businesses buy to promote themselves or reward people, such as tote bags, mugs and clothing. Licensed merchandise carries a third-party brand, such as a sports team or film, and is sold to fans.
Who carried out the study?
Oxford Economics carried out the study for PPAI. Partners included the BPMA in the UK, the Australasian Promotional Products Association, GWW in Germany and Promotional Product Professionals of Canada.
Where can I get branded merchandise for my business?
Browse our drinkware and other ranges, or request a quote and we will handle design, sourcing, production, storage, kitting and delivery for you.
sources.
- Sourcing City News, Branded merchandise supports $472 billion of global GDP, new Oxford Economics study finds (September 2026).
- Sourcing City News, BPMA press release: global economic study (September 2026).