What’s Happening:

Branded merchandise, or “swag”, has long been a staple of marketing, but its role today goes beyond being a free giveaway. Most consumers still enjoy receiving it, and many actually put it to use, especially when the items feel practical, stylish, or tied closely to a brand they like. At the same time, expectations are higher. People want swag that feels thoughtful rather than disposable, and they’re willing to pay for it in certain cases, a sign that the right kind of branded merchandise can carry real value. In this way, swag is less about handing out freebies and more about creating brand touchpoints that people actually want to wear, use, and be seen with.

What we found:

  • 62% of respondents report generally enjoying receiving branded swag.
  • 40% of respondents say they use/wear swag ‘often’ or ‘very often’.
  • Nearly half (47%) have paid for branded swag before, and another 44% say they would consider paying for it depending on price or item.
  • Millennials stand out as the most enthusiastic: 77% like receiving swag, 55% use it often, and 61% have paid for it, all well above the average across generations.
  • While 25% say branded swag strengthens their opinion of a brand, another 28% say its impact depends on the quality and type of item.

Why it matters:

Swag continues to be a powerful tool for brand building, but it works best when it feels intentional. Consumers are showing that they value items with utility, style, and a clear connection to the brand’s identity, and they are even willing to pay for it when those qualities are met. The opportunity is not just in handing out merchandise but in designing items that consumers see as worth owning. When branded swag is thoughtful and high quality, it does more than promote awareness. It strengthens affinity and turns everyday objects into lasting reminders of the brand.

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