‘Tis Swag Season: Year-Round Gifting Trends from Graham Walsh

This is the season of gifting for MULO (multi-location) brands and the suppliers, agencies and tech companies that support them.

These brands:

• Give holiday and thank you gifts to their valued clients
• Buy giveaways for trade shows and conferences, and consumer activations
• Invest in employee incentives and keepsakes for team gatherings
• Stock their online shelves with branded merchandise for consumers to show their loyalty

Graham Walsh is Co-Founder of True North Incentive Group, a company that comes up with creative ideas and then sources products for a wide range of businesses, including some major global brands.

We asked him about the reputation of companies like his and what some of the trends might be for gifting in the future.

Swag often has a reputation as “trash and trinkets.” How can MULO (multi-location) brands come up with giveaway and merch ideas that really cut through the clutter?

“Choose items that people actually need and will use regularly, like eco-friendly water bottles, portable chargers, or durable tote bags. Practical items reinforce brand presence without feeling disposable.

Lean into personalization: Allow recipients to customize certain aspects of the giveaway (like adding their name or selecting a color) to make it feel more personal and engaging.

Focus on sustainability: Swag that’s eco-friendly, reusable, or made from sustainable materials resonates with customers who prioritize environmental responsibility. Items like bamboo utensils, recycled notebooks, or solar-powered gadgets stand out more and show that the brand cares.

Embrace digital components: Create swag items that tie into a digital experience, such as QR codes on items linking to exclusive content, promotions, or communities. This adds a layer of interactivity and value.”

What are some of the ways MULO brands can incorporate custom-branded products in their strategies? B-to-B, team incentives, and DTC campaigns?

“Send customized products as thank-you gifts to key clients or partners. High-quality branded items like leather notebooks, tech accessories, or premium drinkware can reinforce the brand’s image as sophisticated and reliable.

 Offer exclusive, well-crafted swag at events that showcases the brand’s attention to detail, memorable items that attendees can use and keep, helping your brand stay top-of-mind.

Partner with other brands for co-branded products that showcase shared values or industry connections, adding value and uniqueness to giveaways.

Welcome kits for new hires with branded onboarding kits featuring essentials like a custom water bottle, T-shirts, notebooks, and other practical items, help people feel connected from day one.

Recognize team members’ achievements or years of service with branded items that are meaningful, such as personalized jackets, wireless earbuds, or desktop accessories.

Celebrate holidays with unique, seasonal branded items, like winter apparel or summer-themed products, that foster team pride and loyalty.”

How can a company track and measure the ROI of swag?

• “Engagement rates: For event swag, monitor how many items are picked up or interact with them (e.g., through QR codes or scannable tags on products).

• Surveys: Follow up with recipients through surveys, asking them to rate the usefulness, quality, and appeal of the swag.
• Social media engagement: Encourage recipients to share their swag on social media using a unique hashtag, which lets you track posts and engagement. The amount of user-generated content and impressions can reflect the swag’s appeal and reach, giving insight into brand visibility.

• Sales and conversion tracking: For DTC campaigns or exclusive offers, measure if sales or conversions increase following swag distribution. If the swag includes a call-to-action or discount, track conversions directly associated with the campaign to assess ROI.”

Procurement and marketing departments can now buy giveaways online like they’re shopping on Amazon. Why work with a dedicated promotional products company?

“Promotional products companies can offer expert advice on the most effective, creative, and brand-aligned items. They understand current trends, what resonates with specific audiences, and can guide you to choose products that enhance your brand message and avoid items that might feel generic or low-quality.

Dedicated companies often provide a wider range of customization capabilities, allowing for truly unique and brand-specific designs. They can help with complex designs, custom packaging, or unique color schemes that can be difficult to find on standard e-commerce sites.

The right companies prioritize quality control, ensuring that each item meets brand standards, work directly with manufacturers, conducting quality checks on products and imprinting, and they’re more accountable than general e-commerce platforms for issues like misprints or defective items.

With volume discounts and strong supplier relationships, promotional product companies can offer competitive bulk pricing that’s often lower than standard online pricing. They can work within your budget to maximize value, suggesting items with high perceived value without overextending resources.

Many promotional companies provide fulfillment services like warehousing, inventory management, and direct shipping to multiple locations, simplifying logistics for companies with diverse distribution needs. This is particularly valuable for multi-location (MULO) brands or teams managing national or international campaigns.

Promotional companies are often knowledgeable about product safety regulations and compliance standards.”

What trends you’re seeing for 2025?

“Promotional marketing in 2025 is about personalization, sustainability, and digital integration, reflecting evolving consumer values and technological advancements.

Brands are moving beyond basic recyclable items to offer products made from biodegradable, compostable, or upcycled materials. Expect more eco-conscious options like bamboo tech accessories, reusable utensils, and plant-based materials, appealing to consumers who prioritize environmental responsibility.

Promotional items are increasingly tech-focused and digitally connected. Smart water bottles, wireless chargers, wearable fitness devices, and items with QR code integrations are rising in popularity. These products also allow brands to gather real-time engagement metrics and drive digital interactions.

Health-conscious and wellness-promoting swag is in high demand. Branded yoga mats and ergonomic desk accessories to stress-relief kits products that promote physical and mental well-being resonate well with today’s audiences.

Consumers increasingly value reusable and versatile products, aligning with sustainability and practicality. Items like collapsible drinkware, multi-functional tools, and versatile bags are more likely to be used daily, increasing brand visibility and reducing waste.”

So, before you stock up on thousands of pairs of logo-ed socks for that trade show or yet another baseball cap with a giant logo, ask yourself, “Will the end user want this, or will it wind up in a hotel trash can, donation bin or a warehouse? Is it different from all the other giveaways I’ve seen? Will it REALLY make my company memorable?”

Happy gifting and swagging! But remember — no trashing or trinketing. Thank you, Graham Walsh for your perspectives!