Company swag has a reputation problem. Too many giveaways feel cheap, random, or disconnected from a brand’s actual values.
Businesses that treat swag as part of their larger marketing strategy, on the other hand, are the brands capable of cultivating serious staying power. It creates returns that last far longer than the moment you hand out a gift.
Before you can measure branded swag ROI, it helps to understand why this marketing channel still works so well and what makes certain pieces last longer and have a more meaningful lifespan than the typical disposable giveaway.
Why Swag Still Works
Most audiences are burnt out on digital marketing. Ads follow them across websites, and emails stack up faster than recipients can read them. Even well-produced content is easy to scroll past when every feed is inundated with advertising.
In that environment, a physical item has an advantage because it doesn’t need to fight for screen space. Its primary concern is being practical or eye-pleasing enough to keep within reach.
That’s a high bar, though, because people are also overloaded with inexpensive, forgettable stuff. Drawers, cars, and home offices are full of items that felt helpful for about a day. What cuts through the physical clutter is a well-made piece that does its job reliably and feels aligned with the person using it.
There’s data to back that up, too. Some of the most interesting findings from the Promotional Products Association International (PPAI) 2021 survey included:
- 48.7% of consumers keep a promotional product for longer than five years.
- 94% of consumers like receiving promotional products.
- 75.4% of consumers keep swag because the item is useful, followed by 38% who say they keep it because it reminds them of an event or experience, and 34.8% who say they keep it because it’s simply fun to have.
In other words, when you treat swag with the same strategic intention as the rest of your marketing budget, each item has the potential to generate thousands of impressions over its lifespan—without requiring a single additional dollar to keep working.
The Most Successful Swag in 2025
One of the easiest ways to improve the ROI of branded merchandise is to stop treating your audience as a single group. People keep items that make sense for the stage of life they’re in.
You don’t need to overhaul your entire swag strategy by generation, but it helps to understand what each age group is already inclined to reach for. Consider this a practical guide to choosing items that are more likely to stay in circulation.
Gen Z (13–28)
Apparel – 73%
Apparel sits at the top of the list for a reason. A good cap or beanie is easy to wear often, doesn’t take up much space, and feels more like part of a personal wardrobe than a piece of swag. A lightweight embroidered cap in a neutral color with restrained branding is a simple way to hit that mark.
Check out the Ahead Speckle Pom Knit Hat
Food & Beverage – 58%
Food and beverage items are a close second, which makes sense for a generation that values “little treats.”
Check out the Treatlandia Goodies Pouch.
Fashion Accessories / Wearables – 52%
Wearables give Gen Z a way to incorporate branding without feeling branded. Practical accessories like a small cross-body pouch, a simple baseball cap, or a minimal tote mesh are handy for their busy commutes.
Check out the Beauty Deluxe Cosmetics Bag
Office Items – 27%
Office items and stationery matter more here than many marketers assume, with cards and writing instruments sitting in the mid-30% range for Gen Z—higher than bags and travel.
That means they’ll actually use things like branded sticky notes and a high-quality pen. Smaller, more portable office items pair well with the way Gen Z organizes work and personal tasks across multiple spaces.
Check out the Terra Recycled Milk Carton Hard Cover Notebook
Drinkware – 24%
Drinkware sits just behind office items and remains a reliable pick for this group. Compact, easy-to-clean pieces, such as a minimalist insulated bottle, fit into backpacks and commuter bags while holding up to daily use.
Check out the 14 Oz. Asobu Orb Water Bottle
Millennials (29–44)
Apparel – 62%
For many Millennials, the line between workwear and everyday wear barely exists anymore. A branded piece has the best chance of being used when it slips naturally into that overlap. Look for something comfortable enough for a quick video meeting yet presentable enough to wear out the door.
Check out the BELLA+CANVAS ® Unisex Sponge Fleece Full-Zip Hoodie
Wearables / Fashion Accessories – 55%
This group usually manages a mix of responsibilities, which means they rely on accessories that help the day feel a little more under control. Bags with enough structure to handle work essentials tend to get used often, and small organizers that keep tech from tangling at the bottom of a backpack or tote help cut down on that constant sense of scrambling.
Check out the Samsonite Cablewood Laptop Backpack
Food & Beverage – 47%
Food and beverage gifts work exceptionally well for Millennials because they offer a moment of relief in a schedule that rarely slows down. Gourmet snacks, small-batch treats, or a standout coffee or tea blend feel like a real upgrade from whatever they usually grab on the go. When the quality is noticeably better, that short break becomes something they actually look forward to, and your brand behind it gets tied to that experience.
Check out the Sugarfina Dazzling Duo of Favorites Gift Bag
Office Items – 41%
Plenty of Millennials are still using makeshift workspaces, which makes compact, functional office items a big hit with this generation. Tools that tame scattered notes or create a bit of structure, like a task pad they can keep beside a laptop, tend to earn a permanent spot on the desk. Even minor upgrades that make a chaotic setup feel more intentional usually stick around because they make the workday easier to manage.
Check out the Delegate Padfolio
Drinkware – 40%
Drinkware lands nicely with Millennials when it moves easily between their weekend routine and the workweek. A bottle that looks at home on a hiking trail but still feels appropriate in a conference room, or a mug that handles both the morning commute and a late-night reheat, is the kind of piece they’ll use constantly.
Check out the 15 oz Urban Peak Stout Trail Vacuum Tumbler
Gen X (45–60)
Apparel – 61%
Many in this group have been dressing for the same kinds of workdays for years, so pieces that align with what they already trust tend to be the ones they keep. A well-made polo or a zip-up that layers easily over office basics fits naturally into their wardrobe.
Check out the Port Authority® Silk Touch™ Performance Polo
Office Items – 52%
This is the cohort most likely to have a dedicated workspace they control, whether that’s a home office or a long-held desk. They’re not looking to overhaul it, but they will make room for well-made pieces that enhance their setup, such as a multi-piece organization system or a luxury pen.
Check out the Eden Wireless Charging Desk Organizer
Food & Beverage – 45%
Many Gen Xers look forward to hosting or bringing something interesting to a weekend gathering, so try to help them impress. They’ve seen enough basic gift baskets, and they’re looking for something special with enough personality to feel chosen for adults with established taste.
Check out the Golden Decadence
Drinkware – 37%
Most Gen X professionals already have a couple of reliable mugs and bottles, so the only pieces added to the rotation are those that look or feel different from what they already own. A cup with an unusual silhouette and a distinctive finish can spark just enough curiosity to earn a try.
Check out the MiiR® Grounded Camp Cup
Wearables / Accessories – 34%
Gen X often makes real use of their time off, whether that’s heading to a cabin for the weekend or camping at a nearby state park, so consider a piece that can travel along with them. A classic baseball cap or a tumbler pouch that comes out for road trips and patio nights is easy to justify keeping.
Check out the Light Wood Tone Miami Sunglasses
You shouldn’t have to sort through thousands of products wondering what company swag will get you the most bang for your buck. TBK goes beyond a typical promotional partner by helping you build a unified brand experience where the merch and the messaging align with your marketing strategy.
We’re looking forward to working with you, so schedule a consultation or reach out for more information on what sets TBK apart!