Why Most Branded Merchandise Programs Miss What People Want
Planning for your branded merchandise program should begin with the recipient. Your company store should carry a curated list of items for the holidays. A quality fleece or a quarter-zip for employees, a premium blanket or edible option or gift set for clients. When U.S. recipients were asked what branded merchandise they would be most excited to receive, the top of the list looked like this:
T-shirts: 55%; Fleece and jackets: 52%; Food gifts: 51% Blankets: 44%; Bags and Drink-ware: 41% each
Your Branded Merchandise Program Should Carry A Curated List for the Holidays
Fleece and jackets, food gifts, and blankets clear the halfway mark or sit right behind it, yet they are ordered far less often than the usual suspects. ASI specifically flags those three as the gap, wanted more than they are bought, especially for holiday and appreciation gifts.
People keep branded items primarily because they are useful. High-quality outerwear generates roughly 9,000 lifetime impressions, the highest of any category measured. A good blanket or a thoughtful food gift gets used at home, not tossed in a drawer. That is the opposite of the low-effort pieces other programs still default to.
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