What to Give, What to Skip, and How to Make It Unforgettable
Event swag has come a long way from stress balls and lanyards. In 2025, your giveaways aren’t just freebies—they’re part of your event brand, your values, and your attendee experience. With insight from the Promotional Products Association International (PPAI), industry trend spotters, and boots-on-the-ground event pros, we’ve compiled your ultimate guide to swag that works—and the stuff you can finally stop ordering.
Whether you’re planning a high-stakes board retreat, an international incentive trip, or a bustling trade show booth, your swag has a job to do: deliver value, make an impression, and leave attendees saying “that was smart.”
And smart doesn’t mean expensive. It means intentional, relevant, and, as one branding strategist put it during PPAI’s 2025 Expo, “something they’d actually pay for in a store.”
Swag Do’s & Don’ts
Before you pick a single product, make sure it meets the new industry standards: function over fluff, sustainability over mass production, and branding with a light touch.
What to DO:
Give something useful. Tech tools, travel gear, or even high-end snacks can go a long way.
Think green. Reusables and recycled materials are more than a trend—they’re an expectation.
Make it packable. If it doesn’t fit in a carry-on, it’s probably getting left behind.
Tell a story. Let your swag reflect your destination, your values, or your theme.
Package with purpose. First impressions count—elevated presentation adds perceived value.
What to AVOID:
Heavy logos. Obnoxious branding makes good swag feel like a cheap ad.
Clutter. Random bundles of stuff = random levels of enthusiasm.
Mismatch. Swag should reflect the attendee, not just your procurement budget.
Bulk for bulk’s sake. A single high-impact gift is better than five throwaways.
Treating swag as an afterthought. If it doesn’t reinforce your event goals, why bother?
“We used to think that ‘more’ equated to ‘wow,’ but ultimately found it better to apply our swag budget to higher-quality swag,” said one corporate gifting specialist featured in SnackNation’s 2025 swag study.
Top 5 Things to Stop Giving Away
Still clinging to your bulk pen order from 2018? It’s time to let go. Here’s what attendees are politely tossing—and what you should skip altogether.
Stress Balls
No one wants them. Seriously. They never did.
Cheap Pens
They don’t write well, they don’t last, and they certainly don’t build brand loyalty.
Swag Bag Overload
Tote bags stuffed with 12 things nobody asked for? That’s just clutter in disguise.
Logo-Splashed Apparel No One Will Wear
If it looks like a billboard or feels like sandpaper, it’s staying in the hotel closet.
As PPAI’s mid-year panelists pointed out: “Overbranding cheapens even good swag. People want subtlety, not a walking ad.”
Swag That Fits the Moment: Top Picks by Event Type
There’s no one-size-fits-all anymore. The best swag takes context into account—audience, destination, event format, and even luggage space.
Here’s what’s working right now across four major event formats:
Corporate Conferences
Keep it functional and packable. Think USB-C hubs, quality notebooks, sleek reusable water bottles, and portable phone stands. Consider adding a small “surprise and delight” moment—a gourmet snack or mini self-care item.
PPAI calls this approach “immediate utility,” emphasizing that good swag is “used right away, not left behind.”
Incentive Trips
Location matters. Match your gifts to the setting. For beach resorts: branded flip-flops, sunglasses, and SPF kits. For adventure getaways: quick-dry towels, dry bags, or branded hydration gear. Use a branded weekender bag or duffel as both packaging and the gift.
At a recent Presidents Club trip in Croatia, guests received Yeti backpacks stocked with local travel gear—useful on the trip, treasured at home.
Trade Shows & Expos
Let them choose. Create a swag bar or spin-to-win station. Hot items include branded apparel, tech pouches, snack boxes, and wellness gear. Make it interactive to draw booth traffic and avoid waste.
One activation at the PPAI Expo mimicked a boutique retail shop. Attendees browsed swag like shoppers, selecting what they wanted and skipping the rest—“It attracted visitors like a magnet.”
Board & Executive Retreats
Less is luxe. Think engraved tech tools, high-end desk gear, artisanal snacks, or locally sourced gifts in an elegant presentation box. Add a handwritten note or monogram for bonus impact.
“If it feels personal, it feels premium,” said a PPAI gifting expert. And at this level, presentation is half the gift.
Final Thought: Swag That Speaks
In 2025, event swag is no longer just Stuff We All Get. It’s a communication tool, a branding device, and a hospitality statement. Whether you’re trying to engage leads on the show floor or reward high-performers in a beachfront cabana, your swag choices should say: We thought about this. We thought about you.
As PPAI’s latest trend report reminds us, “Swag works best when it’s part of the whole story—not an afterthought in a branded bag.”
So the next time you’re debating between 500 plastic tumblers or 50 personalized leather journals, go with the one that means something. Your attendees will remember—and they’ll take it home.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Image generated by AI using OpenAI’s DALL·E
