Corporate end-buyers prefer premium products over low-cost giveaways when recognizing employees.

That’s the message from the just-released 2026 Swag Trends Survey from Counselor Top 40 distributor Custom Ink (asi/173232), in which 67% of the more than 1,000 corporate end-buyers surveyed said they measure campaign success by seeing recipients voluntarily wearing or using the items distributed by their employers.

Counselor Top 40 distributor Custom Ink’s (asi/173232) latest Swag Trends Survey found that over 1,000 corporate end-buyers are prioritizing high-end products, such as lifestyle items for use at home, to build team unity and culture.

“Longevity” was the most important feature of promo items for 45% of respondents, and almost the same percentage (47.6%) say that seeing branded merch in the trash is a catalyst for investing in quality items that end-users are more likely to appreciate. Additionally, 74% of end-buyers said “team unity” is their top objective.

“We’re seeing the end of throwaway promotional products,” said Kane Posner, chief operations and merchandising officer at Custom Ink. “Organizations now understand that meaningful swag builds team unity and belonging … making every purchase decision an investment in company culture.”

More than nine in 10 respondents said they believe colleagues feel more valued when receiving items from brands like Nike, The North Face and YETI compared to generic items.

The survey also found that streetwear fashion at retail is shaping corporate apparel style, including heavyweight tees and fleece (62% said they plan to include this fabric in upcoming campaigns), garment-dyed vintage washes (cited by 50% of respondents) and boxy cuts (46% said they prefer this look for outerwear and T-shirts). Indeed, at the ASI Orlando Show held Jan. 5-7, Counselor Top 40 supplier Next Level Apparel (asi/73867) had all three trends on display at its newly redesigned booth.

Respondents also said professional/corporate apparel with performance features is important for uniform programs – 65% said wrinkle-free and moisture-wicking properties are “very” or “extremely important.” In fact, Counselor Top 40 supplier SanMar’s (asi/84863) Mercer+Mettle Capital Tech Blazer (MM3033) was voted “Most Fashion-Forward” by attendees at the Orlando Product Showcase – it has wicking and odor-fighting features plus added stretch.

In addition, 34% said cozy self-care items for use at home continue to trend, as remote and hybrid workweeks remain for many, and 31% said stylish, insulated drinkware from retail brands has their attention this year – both categories were on full display in Orlando.

74%
Percentage of respondents who cited “team unity” as their top objective when giving away corporate merchandise.

“Wellness isn’t a trend – it’s an expectation,” said Posner. “Thoughtful, self-care-focused swag sends a clear message: Your people matter.”

“Sustainability” was also the second-ranked priority for promo product features, and more than six in 10 respondents said American-made is “very” or “extremely important,” especially as the United States prepares for America250 celebrations in 2026.

Based on estimated 2024 North American promotional product revenue of $650 million, Custom Ink ranks fifth on Counselor’s most recent list of the largest distributors in the industry.

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