When the Dow Jones Industrial Average closed above 30,000 for the first time, branded merchandise was there to commemorate the milestone.

Seemingly as soon as the Dow reached the new peak on Tuesday, Nov. 25, closing that day at 30,046.24, jubilant traders were photographed sporting embroidered caps that read “Dow 30,000.” The hats are something of a tradition when the Dow reaches new landmarks, as traders noted on social media:

Dow 30,000 would not be the same without the Hats without the floor NYSE without my main man Mikie P we’re a team and new York Stock exchange the greatest financial institution in the world these are significant milestones to celebrate please Don’t be a turkey wear a mask https://t.co/IYyY6NYmUI

— Peter Tuchman (@EinsteinoWallSt) November 24, 2020

I need my DOW 30,000 hat! I have one for each milestone the 30-stock index has made since 1994. Market resilience on full display: in March, the Dow fell below 19,000 during the early days of the pandemic. pic.twitter.com/FowIkitrN3

— Alexis Christoforous (@AlexisTVNews) November 24, 2020

A week later, the Dow was hovering around 30,000 on the morning of Tuesday, Dec. 1, hovering just above and below the highwater line as morning trading progressed. Dow 30,000 hats continued to be available on e-commerce sites that included Etsy, Amazon and eBay.

Etsy entrepreneurs busting out the Dow 30,000 Hats https://t.co/LG5G8EcSBz

— Mike Dojc (@MikeDojc) November 24, 2020

Some companies in the financial industry, as the below tweet shows, were co-branding their logos/names on hats with the Dow 30,000 messaging, a tap into the positivity of the market’s big moment:

Shoutout to @FlynnZito ! I made these just for them! pic.twitter.com/WWPWWouwtX

— Stock Market Hats🖨💸 (@StockMarketHats) November 24, 2020

The Dow Jones Industrial Average is a stock market index that measures the stock performance of 30 large companies listed on stock exchanges in the United States. Some analysts noted that it rose above 30,000 as investors were encouraged by progress in the development of COVID-19 vaccines and word that the transition of power to United States President-elect Joe Biden is starting.

“The [30,000] milestone is an attention-grabbing psychological threshold, and it is an encouraging signal that the market’s rally is broadening beyond the handful of stocks that carried Wall Street through the pandemic,” the Associated Press reported.

Still, other analysts argued that the Dow milestone wasn’t necessarily a reason to celebrate for everyday investors, while others cautioned to “beware the Dow euphoria.” Also, with coronavirus cases and hospitalizations surging, there are headwinds blowing against the U.S. economy.

Even so, in a year characterized by a plethora of negative economic impacts and headlines, the Dow accelerating past 30,000 was, even if only temporarily, a welcome bright spot amid the gloom. And, for more than a few traders and investors, it was clearly important to celebrate the achievement with branded caps – a sign perhaps of the importance that tangible promotional products can have in marking milestones.