Merchandise that actually lands: what I’m seeing

I’ve been paying closer attention to merchandise lately—and the gap between what brands give out and what people actually keep.

Because good merch isn’t about ticking boxes. It’s about relevance.

And right now, the shift in what people actually want versus what brands think they want is becoming pretty obvious.

Here’s what I’m seeing.

1.     Sustainability isn’t a “nice to have” anymore

There’s been a clear shift from novelty items to products that reflect values. Reusable drinkware, recycled totes, bamboo products—and importantly, ethically sourced materials—aren’t trends, they’re expectations.

What’s interesting is that sustainability is doing two things at once:

·         It signals brand values instantly

·         It increases the likelihood the item is actually used

And that second point matters most—because unused merch is just expensive waste. If your merchandise doesn’t align with sustainability and ethical sourcing expectations, it’s not neutral—it’s a negative.

2.     “Will I actually use this?” is the only real filter

The best-performing merch right now is relentlessly practical.

Think:

• Drink bottles  

• Strong tote bags

• Tech accessories

• Everyday desk items

These aren’t exciting on paper—but they win because they’re used daily, which means repeated brand exposure.

There’s a noticeable move away from:

• One-off gimmicks

• Event-only giveaways (Cheap, branded chocolate that you would never buy in a store)

• Anything that feels disposable

 If it doesn’t fit into someone’s daily routine, it won’t stick—and neither will your brand.

3.     Tech + lifestyle is the sweet spot

Tech hasn’t gone anywhere—but it’s evolved. It’s no longer about flashy gadgets. It’s about good quality, durable and reliable:

• Wireless chargers

• Power banks

• Hybrid work accessories

Products that sit at the intersection of work, life and convenience are outperforming everything else.

Why? Because they solve a real, recurring problem. The best merch doesn’t impress—it integrates.

4. Personalisation is quietly becoming expected

Generic merch is fading.

Customisation—whether that’s names, tailored kits, or curated bundles—creates a completely different level of engagement.

It moves merchandise from:

• “free item” → to → “something that was made for me”

And that shift is powerful. The more specific the item feels, the more likely it is to be kept.

5. Wellness is influencing everything

Another interesting shift: health-adjacent products are gaining traction.

Not in an obvious, branded way—but subtly:

• Reusable water bottles like Frank Green and Yeti collaborations

• Fitness or outdoor items

• Products that support comfort and wellbeing

This reflects a broader focus on lifestyle and balance.

Merch that aligns with how people want to live will always outperform merch tied to how they have to work.

6. The “retail quality” expectation

This one is big.

People are no longer comparing your merch to other branded merch. They’re comparing it to what they would actually buy.

That means:

• Better design

• Collaborations with retailers (Similar to Mullins recent one with BlackSheep)

• Neutral, wearable colours

• Higher perceived quality

There’s a clear move toward merchandise that feels like a product, not a promotion.  If it looks like a giveaway, it will be treated like one.

So, what does this all mean?

Merchandise is becoming less about branding—and more about alignment.

The brands getting it right are asking:

• Does this reflect our values?

• Does this fit into someone’s life?

• Would someone choose this if it wasn’t free?

Because that’s the real test.

The gap between “what we give” and “what people keep” is where most merchandise strategies fall down.

Closing that gap isn’t about spending more.

It’s about thinking harder.