As the year winds down, many of us will be caught in the rush of holiday deadlines and end of year reports – while still trying to plan for Q1 and beyond. In all of that plotting and planning, there’s one marketing tool that’s famously overlooked: co-op dollars. Whether they’re from manufacturers, distributors, or strategic partners; these funds add up to billions that go unspent every year. represent found money that can help you launch creative campaigns, reach new audiences, and stretch your marketing budget further.
Untapped Potential
Yep. Billions of dollars in co-op marketing funds go unused or are spent with little strategic intent. Lack of awareness, last-minute spending, or just plain poor planning can mean missing a powerful opportunity to reinforce your brand and deepen customer loyalty. Who’d want to waste this “found money” that can help launch cool, creative campaigns, reach new audiences, or stretch your marketing budget further.
Get Lasting Value, Everyday Impact
So why are branded merchandise and apparel items the top picks for maximizing co-op dollars? Unlike one-off digital ads, audio or video campaigns, promotional items extend brand visibility every time they’re worn or used. Your customers become walking ambassadors for your brand, whether they’re repping a custom tee or cap at their kids’ soccer game, or carrying a branded tote at the grocery store. And, when’s the last time someone said, “thank you” for a digital ad? Yes, branded merchandise can do that, too.
Popular products in 2025 reflect broader industry and consumer trends:
- Premium Collaborations: Put your name on the brands they want, like North Face, YETI, Ogio, Peter Millar, and more; to bring retail-quality value to your marketing.
- Sustainability: Eco-friendly materials such as recycled plastics, bamboo, and compostable fabrics show your commitment and reflect theirs. And what’s more sustainable than a product that actually gets used?
- Personalization: Custom designs and personalized touches elevate your gear above generic “swag,” making each piece feel relevant and valued. And yes, we do custom packaging, too!
Tech Integration: Wearables, smart bottles, and wireless gadgets blend everyday utility with style.
Athleisure and Wellness: Comfortable, fashionable apparel—like joggers, moisture-wicking tees, and wellness products. They’re proven choices for hybrid work and every day.
Five Tips for Co-Op Success
- Connect and Confirm: Check each manufacturer’s or distributor’s co-op program for eligible spend and guidelines. We’ve got years of experience finding merchandise and apparel that fit the bill.
- Quality Over Quantity: Invest in apparel and merchandise that recipients want to wear repeatedly. Focus on timeless colors, comfortable fits, and enduring styles and brands.
- Strategic Design: Let’s collaborate on designs that reinforce your brand—but also work within partner requirements for logos and messaging.
- Offer Variety: Mix seasonal or year-round items for sustained visibility while providing choices for different audiences and environments.
- Work with a Pro: We’ll help you select, personalize, and deliver on your branded merchandise campaigns. Our data-driven insights and industry experience give you the confidence your campaign will make an impact.
Don’t Leave Money on the Table
Co-op dollars only work if they’re spent thoughtfully. As you wrap up this year and plan for the next, let The Dunstan Group provide up-to-date branded merchandise and apparel solutions to help your business stand out, comply with partner guidelines, and stretch every marketing dollar further.
Contact us to review your co-op program, explore new product trends, and build a smarter, more engaging branded merchandise marketing plan.
