BagKraft analysis highlights the overlooked advertising value of the bag in customers’ hands, as research estimates each branded bag generates 4,900 impressions during its lifetime
New research has revealed 300 branded tote bags generate the same number of impressions as a day of advertising on a Times Square billboard.
The comparison comes from analysis by packaging specialist BagKraft, using the Advertising Specialty Institute’s 2026 estimate that the average promotional bag generates approximately 4,900 impressions during its lifetime.
The 300 tote bags will generate around 1.47 million advertising impressions over their lifetimes, close to the 1.5 million cited for the Times Square billboards each day. The costs involved vary significantly, with the most famous outdoor advertising destinations on the planet costing around $50,000 per day, compared to around £500 for the tote bags.
The numbers suggest brands shouldn’t overlook one of the most visible advertising assets they already put into their customers’ hands.
Many brands are now engaging with the opportunity with an audit finding that 57 of 100 leading consumer brands and cultural organisations now have an identity-led tote bag designed to be seen, kept and carried.
Recent examples of the potential of bags include Daunt Books, Shakespeare and Company, Trader Joe’s and Erewhon, each of which have become markers of identity rather than simply shopping bags.
Jon Marling, founder of retail packaging specialist BagKraft, said:
“We spend an enormous amount of time discussing the advertising people see on their phones, televisions and high streets, but comparatively little thinking about the advertising they voluntarily carry around with them.
“A good branded bag doesn’t generate all its exposure on the day somebody buys something. It can come back out tomorrow, next week and potentially for years.
“When 15,000 bags can theoretically accumulate more than 73 million impressions across their lifetimes, it raises an interesting question for marketers: is the bag packaging, merchandise or media?”
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