Event merchandise is a staple at conferences, trade shows, and brand activations. But what really happens to all those promotional products once the event wraps up?
Understanding the fate of branded merchandise can help event managers make smarter choices that maximise impact, reduce waste, and keep your brand visible long after the event.
Below, we uncover the common paths your event merch takes and share tips to ensure your promotional merchandise drives long-term brand impact.
The “Keepers” Find a Spot in Daily Life
Not all event merchandise ends up forgotten. Attendees often hold onto items that feel useful, high-quality, and stylish. Branded merchandise like reusable water bottles, quality tote bags, or portable tech gadgets often make it into daily routines.
The “Collectors” Stockpile Souvenirs
Some attendees can’t resist grabbing every piece of promotional merchandise they can. These items often end up in “giveaway drawers” or boxes at home or the office. While this may seem like a win, if the products never see the light of day again, your brand loses visibility.
To avoid your merch becoming a forgotten souvenir, aim for practical and limited-edition or unique items that stand out.
The “Gifters” Pass It On
A surprising amount of event merchandise gets passed along to friends, family, or coworkers. That branded tote bag might become someone’s grocery bag, or that promo hoodie might find a second life with a sibling. While this isn’t always the intended outcome, it still creates opportunities for brand visibility.
If you anticipate this, lean into versatile promotional products. Branded merchandise that fits a wide range of lifestyles, like coffee mugs, phone stands, or notebooks, stands a better chance of being rehomed and used rather than discarded.
The “Discarders” Toss It Out
Unfortunately, not all event merchandise escapes the landfill. Cheap, fragile, or irrelevant items are often abandoned in hotel rooms, bins, or donation boxes. This not only wastes money but also damages your brand reputation if attendees associate your logo with clutter or waste.
Sustainability-focused choices can help reduce this outcome. Opt for eco-friendly promotional merchandise like bamboo drinkware or RPET products.
The “Show-Offs” Share Online
Some event attendees proudly display their event merchandise on social media, especially if the product feels creative, trendy, or Instagram-worthy. A cleverly designed branded t-shirt or a quirky promotional product can generate user-generated content and extend your event’s reach well beyond the venue.
When designing your promotional products, consider visual appeal and “shareability.” Bold graphics, witty taglines, or unique packaging can turn simple items into conversation starters online.
How Event Managers Can Get It Right
The truth is, not all event merchandise will be loved equally. But by understanding what attendees secretly do with your promo items, you can make smarter choices that extend your brand’s visibility while avoiding waste. Here are three takeaways:
- Choose practicality and quality over quantity. Fewer, better items will have more impact and a lasting impression.
- Think sustainably. Eco-friendly promotional products show responsibility and win attendees’ trust.
- Design for delight. Creative, stylish, or personalised merch boosts both retention and social sharing.
By investing in branded merchandise that people actually want to keep, share, and use, you’ll ensure your event’s impact lasts long after the event is over.
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