Company swag that people really want

By Samantha O'Rourke

Company swag has become a staple of the modern workplace. Whether it's handed out during onboarding, at company events, or as part of employee recognition, branded merchandise helps businesses celebrate milestones, build team spirit and leave a lasting impression. But not all swag earns a permanent spot on an employee's desk or in their closet. While some items become everyday favorites, others are quickly forgotten in a drawer or donated after a single use.

To find out what employees actually value, we surveyed over 1,000 workers across the U.S. about the branded merchandise they've received, the items they use most often, what makes company swag worth keeping and how quality influences their perception of an employer. From the most coveted swag items to the biggest reasons branded merchandise goes unused, our findings reveal what employees really want—and how thoughtful company swag can strengthen workplace culture while making every branded item count.

What company swag do employees actually want?

When it comes to the branded merchandise employees are most excited to receive, comfort comes out on top. Nearly 1 in 4 workers (23%) selected sweatshirts and hoodies as their preferred type of company swag, making cozy branded apparel the most popular option in the survey.

Stickers landed at the other end of the spectrum. Less than 1% of respondents indicated stickers were their favorite items to receive, suggesting that smaller or less functional items may struggle to make the same impression as merchandise employees can incorporate into their routines.

Preferences also differ across demographic groups. Women were more than five times as likely as men to select blankets as their preferred swag item, at 5% compared with 0.9%. Findings like this reinforce that there is no single product that will appeal equally to every employee or audience.

Product category is only part of the equation. When asked what matters most in company swag, 38% of employees selected usefulness, followed by 26% who prioritized quality. By comparison, only 7% said they regularly use all the branded merchandise they receive. The findings suggest that practical, well-made items with everyday staying power are more likely to earn a permanent place in employees’ closets, homes and workspaces.

Quality company swag makes employees feel appreciated

Company swag can influence more than what employees wear or keep on their desks. It can also shape how they feel about the organization that gave it to them. More than 8 in 10 employees (85%) say receiving quality company swag makes them feel more appreciated, while 54% say high-quality branded merchandise improves their opinion of an employer.

Overall, 84% of employees say company swag influences their impression of an employer to at least some degree. Younger workers appear especially receptive to the gesture: 94% of Gen Z employees say quality swag makes them feel more appreciated, compared with 78% of Gen X employees.

Quality can also send the wrong message when an item falls short. Thirteen percent of employees say receiving low-quality swag has negatively affected their view of an employer. Together, the findings suggest that practical, durable branded merchandise can serve as a tangible sign of appreciation, while poorly chosen products may undermine the message an organization is trying to send.

Employees want more choice and subtle branding

Even a high-quality product may miss the mark when it does not fit the recipient’s needs or style. 69% say they wish they could choose their own company swag rather than receive a surprise item. Offering employees a selection of merchandise could help organizations accommodate different preferences while making each item feel more personal.

Employees also appear to favor intentionality over frequency. Half of workers say they would like to receive branded merchandise only a few times a year, while just 11% want it every month. Rather than distributing merchandise frequently, organizations may create a stronger impression by focusing on select occasions and products employees are genuinely excited to receive.

Design matters as much as timing. Nearly half of employees (47%) prefer subtle branding, while only 2% want an item featuring a large company logo. Understated designs can make branded apparel easier to incorporate into an employee’s personal wardrobe without losing its connection to the organization.

That preference may help explain why two-thirds of employees are comfortable wearing company-branded apparel outside of work, including 36% who say they are very comfortable doing so. Comfort varies by age, however. Forty-two percent of Gen X employees say they are very comfortable wearing company gear in public, compared with 29% of Gen Z.

“At 4imprint, we understand our job is to make you and your organization shine, and we've got the people and a guarantee to back it up so you can be certain.”
— Kevin Lyons-Tarr, CEO of 4imprint

Closing thoughts

The best company swag does not need to be oversized, overly branded or delivered every month. It needs to be useful, well-made and suited to the people receiving it. With 85% of employees saying quality branded merchandise makes them feel more appreciated, a thoughtfully selected item can be a simple but meaningful way to recognize a team and reinforce a positive workplace experience.

The survey also offers organizations a clear direction for making each item count: prioritize usefulness and quality, keep branding wearable and give employees a voice in what they receive. When those elements come together, branded merchandise is more likely to become something employees are genuinely excited to keep, use and wear.

Explore 4imprint’s selection of customizable apparel, drinkware, technology products, outdoor essentials and more to create company swag employees will be happy to receive.

Frequently Asked Questions About Company Swag

Samantha O'Rourke

Samantha O’Rourke is an experienced SEO digital analyst and copywriter with a decade of expertise in the promotional products industry. With a strong foundation in marketing and a keen eye for emerging e-commerce trends, she stays on top of what’s new and noteworthy in 4imprint’s product offerings. As a regular contributor to 4imprint’s blog, Samantha offers insights on how businesses can use promotional products to stand out, connect with their audiences and succeed in a crowded marketplace.

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