Branded merchandise in the new year will lean hard into utility, luxury, and making a real connection with the people who receive it. Think less “stuff” and more “favorite things” and you’ll be well on your way to making your marketing dollars make a serious impact in 2026. Here are a few of the trends we’ll be watching here at The Dunstan Group:
Premium, experience-driven and co‑branded pieces
There is a clear shift toward fewer, better items: premium materials, top shelf brands, minimalist design, and products that feel like retail purchases rather than giveaways. Co-branded merchandise with recognizable retail names in drinkware, bags, apparel, etc., adds instant credibility and perceived value while still keeping your brand front and center.
At the same time, “experiential” items — like those tied to events, limited drops, or unboxing moments—help you create memories, not just impressions, and encourage social sharing and word-of-mouth. Done right, these pieces become conversation starters long after the event or campaign ends.
Fully custom for a one-of-a-kind experience
Another trend gaining momentum is fully custom merchandise that starts with a blank page instead of a stock item. Rather than simply adding a logo to an off-the-shelf product, brands are designing pieces that reflect their story, values, and audience from the ground up. That can mean unique colors and materials, custom zipper pulls and tags, or functional details built specifically around how supporters will actually use the item.
The 24 Foundation’s custom backpack is a prime example: built from scratch to celebrate their event experience, it turned a “thank you” into a collectible that participants are proud to carry long after the ride is over. Projects like this blur the line between promo and true retail product, creating merch that feels exclusive, intentional, and tightly aligned with the cause it represents.
Company stores and inventory-free gifting
Alongside custom pieces, branded company stores are becoming a go-to for employers to outfit and reward their teams without turning the office into a fulfillment center. Instead of guessing sizes or warehousing stacks of apparel, organizations can host an online store where employees choose the styles, colors, and fits that work best for them. Orders are produced and shipped on demand, which dramatically reduces waste and eliminates the headache of managing inventory.
These stores also make it easy to power ongoing recognition and culture programs. New hires can receive a gift code for welcome kits, managers can reward milestones with branded gear, and remote employees can refresh their wardrobes with branded apparel that ships right to their door. The result is a cleaner process for HR and marketing, and a better experience for the people who wear the brand every day.
Hybrid-work tech and everyday utility
Useful tech continues to be one of the most kept and appreciated categories in promotional merchandise, particularly as our work and home lives stay blended. Charging cables that fit multiple devices, wireless power banks, tech organizers, and travel-ready accessories hit the sweet spot between function and perceived value.
The win in this category is pairing clean, modern branding with items that solve real problems—cord clutter, dead batteries, on-the-go meetings—so your logo quietly rides along on something people won’t leave behind.
Wellness, comfort, and “feel-good” kits
Branded wellness products—from stress-relief items and journal sets to fitness and recovery gear—are projected to grow as companies invest in employee experience and culture. Soft, layerable apparel and cozy work-from-anywhere pieces also remain top performers because they are worn often and keep the brand visible in real life and on those zoom calls.
Wellness-themed kits that bundle hydration, self-care, and comfort pieces will be especially powerful for onboarding, retreats, and client thank-yous, turning a logo into a small daily ritual instead of a one-off touch.
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