A Study Of Calendar Usage In The Workplace 2011 - Promotional ...

willing to spend between
$5 to $8 dollars and 22 percent state they
would like to
spend between $8 and $11.
While these are their preferred budgeted amounts for a calendar, very few retail calendars fall within that range.
In looking at prices of retail calendars, most stores had calendars priced more than $10. Interestingly, in the
question that asked where calendars were purchased, 29 percent of respondentss stated that they purchased
calendars at a discount store and 15 percent at a department store. This perhaps is indicative of pricing in discount
stores or department stores at times when they have
deeper discounts. Many of those who specified “other”
had
mentioned
that they bought their calendar at Wal‐Mart. The good news is that 18
percent are willing to spend
between $15 and $20 and 10 percent are willing to spend more than that.
Special Characteristics Of Calendars That Drive Purchasing
Everyone has a personal preference as to how their calendar should
look. In evaluating past purchasing habits
we
find that buyers of calendars at businesses had specific preferences
that determine what type of calendar they
purchased.
Responsess show that appearance is key. Respondents like the following in order of preference:
• More than half the respondents (51 percent) had a preference for appealing pictures and also a
preference for size of calendars.
• Forty‐seven percent preferred
a certain theme for their calendar.
• A fifth of respondents like to have artistic value and a little
less than a fifth (19 percent) like calendars
with large print on the calendar.
In cross‐tabulating the above by age group, we find that the three important things to all age groups are appealing
pictures, size of calendar
and the theme.
© 2011 Promotional Products Association International. All material in this report is proprietary and may not be reproduced in any form without the written permission of PPAI.
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