The total value of the prizes in consumer prize-draws promotions carried out by Romanian companies in 2023 was around 10 million Euro, according to estimates by Mediapost Hit Mail, the largest consumer promotions organizer in Romania. The total value of last year’s promotional campaigns was about 25 percent higher than in 2022.

Mediapost Hit Mail has managed at least a quarter of all consumer prize-draws promotions in the country for the past 20 years.

“In a new extensive analysis of promotional prize-draws campaigns run through our company, this time for 2022 and 2023, we studied, among other things, the evolution of the categories of prizes awarded, consumer appetite for contests according to age and gender, and the seasonality of these promotional campaigns. In this way, we obtained a clearer picture of the main success factors of promotional campaigns of this kind,” stated Marian Șeitan, General Manager of Mediapost Hit Mail.

In 2023, the share of vouchers increased compared to 2022 and continued to dominate the top of the prize draws categories. While in 2022 vouchers accounted for around 44 percent of the prizes offered by companies, in 2023 their share rose to 47 percent.

At a considerable distance in terms of prize categories in 2023 were cosmetics (+10 percent) and electronic products (just under 10 percent). In 2022, home & garden products (+10 percent) and cosmetics (+8 percent) completed the top of the most popular prizes.

Two-room and studio apartments, cash prizes, cars, holiday vouchers, and exotic trips were among the most expensive prizes won last year by Romanians participating in prize draw promotions.

29 percent of the total value of the prizes in the campaigns organized by Mediapost Hit Mail in 2023 was recorded in May, which is also the highest share of the year. May followed the dynamic of 2022, when the value of prizes was 19 percent of the annual amount.

In fact, the value of the prizes increased every month of 2023 compared to 2022, even in December, when the lowest amount of the year was recorded.

Consumer promotion participants aged 18-39 won 44 percent of the total prize value in 2023, although their share of total winners was only 35 percent.

The generation aged 40-55 won 34 percent of the total prize value, accounting for 33 percent of the winners, while winners aged 55+ only managed to obtain 22 percent of the total prize value, although they accounted for 32 percent of all winners. These shares changed very little in 2023 compared to 2022.

According to the information in the report, in 2023, around 55 percent of winners of promotional prize-draws were women, up slightly from 2022, when over 53 percent of winners were ladies.