Why branded merchandise is becoming more than just a giveaway in 2026

The world of branded merchandise is shifting, gone are the days when items are viewed simply as giveaways and sustainability is a tick-box exercise.

Businesses are now using branded merchandise to foster engagement, build reputation and create a sense of impact in their marketing.

Products are having much more intention behind their design and there is an expectation that these once run of the mill ‘giveaways’ play a greater part in how organisations express their values.

Mass, low value print runs of pens are being replaced with thought out, smaller runs of gifts which deliver impact, increase ROI and build brand loyalty.

So, before you reach for branded pens and mugs this season why not look at the key trends driving marketing budgets in 2026.

Blurring the lines of physical and digital experiences

Digital features, such as QR codes, are becoming more common place on physical products. Packaging with interactive elements is helping to tell a brand story. It is linking to impact dashboards, building online communities and extending the experience beyond the moment of receipt to grow relationships and understanding.

Brands are using QR codes on anything from kitchenware to showcase recipe ideas to productivity tips on desk organisers. They are becoming an extension of a brands marketing to bring products to life with useful content and sales tools. Think sales catalogues attached to QR codes or direct links back to your website. Contact details are no longer statically printed they are interactively added so that contact is instantaneous. Look at ways that you can build interactive elements into your merchandise that get people exploring more about your brand, showcase your expertise and additional relevant content or encourage sign up to a community whether that is an ongoing newsletter, regular expert blogs or your sales catalogue.

Quality over quantity as merch gets personal

Mass giveaways are being replaced with smaller print runs of useful, quality products that are designed to be used every day. Gone are the days of brand awareness through mass, cheap produced items that are picked up and disregarded. Brands are looking for their merch to become constant reminders so that they build brand loyalty through items they use every day and that show purpose and values. As customisation methods also continue to improve in printing it means that items can be personalised for the recipient as well to make them feel much more like thoughtful gifts rather than generic handouts. Take time to think about customer pain points and what merchandise will help. Think a reusable travel mug or charging station for busy sales teams on the go or desk organisers and ergonomic accessories for office-based clientele. It is important the item shows you have thought about the person it is intended for and is more than just a throw away item in branded colours. Poorly thought out products can actually have a damaging impact on brand reputation rather than positively boosting awareness.

Greater emphasis on green credentials

Brands are no longer looking for vague sustainability claims. Reusable mugs and recycled paper products, although important, are not the only sustainability ethos being measured. Detailed reporting means that market leaders will expect to know how the merchandise is supporting the environment. Think how many kilograms of plastic were removed, CO2 offsets and what impact the products have had on the environment. Merchandise is becoming part of Environmental, Social and Governance (ESG) reporting and not just market spend.

Focus on lifestyle and wellness support

Products that promote a greater sense of wellbeing are gaining momentum. Wellness kits, relaxation products, well-designed desk accessories help to reflect a positive work environment, and show an employer that cares. These items work well within welcome packs, as event giveaways, recruitment fairs and long-term employee engagement programmes. Think about how you can show your employee responsibility and support through cleverly thought-out gifts that are useful and make the everyday easier.

Supply chain transparency

Questions around sourcing, working conditions, and manufacturing standards are becoming part of everyday conversations. Transparency is now a basic expectation and influences supplier choices. Unethically sourced branded merchandise will leave a bitter taste for companies and lose much needed credibility and loyalty. If your merch is to be used everyday companies want to know that it adheres to the same values and processes that they aspire to.

Locally sourced, British made products are rising in popularity as they build connections and showcase a strong ethos for supporting economic growth and the wider community. Think carefully about where products come from and how they are made as well as what they look like.

How to get the most out of branded merchandise

Branded merchandise is much more heavily entwined in how organisations express their values. Products that are thoughtfully designed, responsibly sourced and backed by clear information help to build trust and long-term brand reputation.

The strongest brands in 2026 will be those that stop treating merchandise as mass giveaways and see it as a way of helping to prove their purpose and build brand loyalty.

Think about branded merchandise that leaves a strong impression and that is designed to last, delivering everyday purpose.

Struggling for ideas? Why not get in touch with the team who will be happy to talk through your merch needs providing products with purpose that will get you in front of the right people.