The State of Swag in 2025: 10 Takeaways from 200+ Event Pros
Swag has been a staple of events for decades. From branded pens to tote bags, companies have leaned on giveaways as a way to spark conversations, keep their brand top-of-mind, and drive booth traffic. But as marketing budgets face tighter scrutiny, sustainability takes center stage, and digital engagement grows, one question lingers: is swag still relevant in 2025?
To find out, we surveyed 200 event professionals and marketers representing a cross-section of industries and roles; from corporate event planners to startup marketers.
Respondents spanned a wide range of seniority levels:
- 40% Manager / Mid-Level
- 16% Senior Manager / Lead
- 14% Executive / Senior Leadership
- 8% Coordinator / Junior
- 22% Other / Undefined
The survey included 31 questions, spanning both quantitative ratings and open-ended reflections. The goal: to understand how swag is perceived today, where it delivers value, and where it falls flat.
**Side note: This article represents the top 10 takeaways from the survey. The raw data and complete results are available for download in the full report.
Top 10 Takeaways:
01 - Swag remains a fixture of event marketing, with near-universal belief in its relevance.
96% of respondents said swag still has a place in 2025. For marketers under pressure to “ditch the gimmicks,” that’s a loud reminder: people still expect something tangible at events. Swag has outlasted QR codes, business cards, and even the pandemic’s virtual pivot. Why? Because when done well, it’s memorable, tactile, and human.
02 - Swag rarely translates directly into deals, highlighting its brand-first role.
Only 22% of respondents had ever tied swag to a closed deal. That doesn’t mean swag is useless—it means it works higher in the funnel. Swag sparks conversations and builds recall, but it’s not the hero of your pipeline story. Expecting a water bottle to close a six-figure deal is unrealistic, but dismissing its role in awareness and engagement would be shortsighted.
03 - Creativity outperforms cost.
90% agreed that unique or clever swag outperforms expensive items. This is good news for marketers operating under budget pressure. You don’t need a $200 branded Patagonia pullover to be memorable. A clever, useful, or conversation-worthy piece can deliver more bang for your buck.
04 - Few marketers think swag is a bad use of budget.
Only 26% agreed that swag budgets are better directed elsewhere. Even with sustainability concerns and ROI challenges, most respondents weren’t ready to ditch swag entirely. That signals a deep cultural entrenchment: swag is still seen as an essential ingredient of the event experience.
05 - Marketers believe swag to be a traffic-driver.
We found a strong correlation (r=0.43) between those who believe swag is relevant and those who say it drives booth traffic. In other words, people who believe in swag see it more as a tool for engagement rather than a giveaway. For many, the right item isn’t just a gift...it’s bait.
06 - Respondents who say swag contributes to pipeline paradoxically rate most swag as lower quality.
Interestingly, respondents who believe swag drives pipeline also rated it as more likely to be “forgettable.” This paradox reveals that even the biggest believers are realistic about execution: swag works when it’s done well...but bad swag can hurt your event’s performance. In short, the strongest advocates are also swag’s harshest critics.
07 - Throwaway culture haunts swag despite its popularity.
88% admitted to throwing swag away immediately after receiving it. That stat should make every marketer pause. The line between “memorable” and “landfill” is razor-thin. This also reinforces the sustainability challenge: audiences are increasingly eco-conscious, and brands risk being remembered for waste.
08 - Perceptions of swag are consistent across levels of enthusiasm.
We expected super-enthusiasts to gush about swag and skeptics to dismiss it, but the averages tell a different story. Even the most “pro-swag” respondents scored nearly the same (3.9/5) on Likert questions as the least enthusiastic. This suggests nuanced views: even big fans admit swag has problems, while skeptics still see some value.
09 - The best-loved swag items are useful, not flashy.
From notebooks to Yetis, respondents praised practical items they could integrate into daily life. The lesson: swag wins when it earns a spot in someone’s bag or desk—not when it makes them roll their eyes. Flashy can be fun, but functional earns loyalty.
10 - Cheap and disposable swag does more harm than good.
The top “worst swag” offenders? Stress balls, flimsy totes, and cheap plastic gadgets. It’s best to give less stuff that lasts than more stuff that breaks.
Final Thoughts:
Swag in 2025 is at a crossroads. It remains relevant, expected, and valued, but it also risks becoming a symbol of waste and thoughtlessness. Marketers who want to win with swag must focus less on volume and more on quality, creativity, and usefulness.
The State of Swag in 2025: 10 Takeaways from 200+ Event Pros
Swag has been a staple of events for decades. From branded pens to tote bags, companies have leaned on giveaways as a way to spark conversations, keep their brand top-of-mind, and drive booth traffic. But as marketing budgets face tighter scrutiny, sustainability takes center stage, and digital engagement grows, one question lingers: is swag still relevant in 2025?
To find out, we surveyed 200 event professionals and marketers representing a cross-section of industries and roles; from corporate event planners to startup marketers.
Respondents spanned a wide range of seniority levels:
- 40% Manager / Mid-Level
- 16% Senior Manager / Lead
- 14% Executive / Senior Leadership
- 8% Coordinator / Junior
- 22% Other / Undefined
The survey included 31 questions, spanning both quantitative ratings and open-ended reflections. The goal: to understand how swag is perceived today, where it delivers value, and where it falls flat.
**Side note: This article represents the top 10 takeaways from the survey. The raw data and complete results are available for download in the full report.
Top 10 Takeaways:
01 - Swag remains a fixture of event marketing, with near-universal belief in its relevance.
96% of respondents said swag still has a place in 2025. For marketers under pressure to “ditch the gimmicks,” that’s a loud reminder: people still expect something tangible at events. Swag has outlasted QR codes, business cards, and even the pandemic’s virtual pivot. Why? Because when done well, it’s memorable, tactile, and human.
02 - Swag rarely translates directly into deals, highlighting its brand-first role.
Only 22% of respondents had ever tied swag to a closed deal. That doesn’t mean swag is useless—it means it works higher in the funnel. Swag sparks conversations and builds recall, but it’s not the hero of your pipeline story. Expecting a water bottle to close a six-figure deal is unrealistic, but dismissing its role in awareness and engagement would be shortsighted.
03 - Creativity outperforms cost.
90% agreed that unique or clever swag outperforms expensive items. This is good news for marketers operating under budget pressure. You don’t need a $200 branded Patagonia pullover to be memorable. A clever, useful, or conversation-worthy piece can deliver more bang for your buck.
04 - Few marketers think swag is a bad use of budget.
Only 26% agreed that swag budgets are better directed elsewhere. Even with sustainability concerns and ROI challenges, most respondents weren’t ready to ditch swag entirely. That signals a deep cultural entrenchment: swag is still seen as an essential ingredient of the event experience.
05 - Marketers believe swag to be a traffic-driver.
We found a strong correlation (r=0.43) between those who believe swag is relevant and those who say it drives booth traffic. In other words, people who believe in swag see it more as a tool for engagement rather than a giveaway. For many, the right item isn’t just a gift...it’s bait.
06 - Respondents who say swag contributes to pipeline paradoxically rate most swag as lower quality.
Interestingly, respondents who believe swag drives pipeline also rated it as more likely to be “forgettable.” This paradox reveals that even the biggest believers are realistic about execution: swag works when it’s done well...but bad swag can hurt your event’s performance. In short, the strongest advocates are also swag’s harshest critics.
07 - Throwaway culture haunts swag despite its popularity.
88% admitted to throwing swag away immediately after receiving it. That stat should make every marketer pause. The line between “memorable” and “landfill” is razor-thin. This also reinforces the sustainability challenge: audiences are increasingly eco-conscious, and brands risk being remembered for waste.
08 - Perceptions of swag are consistent across levels of enthusiasm.
We expected super-enthusiasts to gush about swag and skeptics to dismiss it, but the averages tell a different story. Even the most “pro-swag” respondents scored nearly the same (3.9/5) on Likert questions as the least enthusiastic. This suggests nuanced views: even big fans admit swag has problems, while skeptics still see some value.
09 - The best-loved swag items are useful, not flashy.
From notebooks to Yetis, respondents praised practical items they could integrate into daily life. The lesson: swag wins when it earns a spot in someone’s bag or desk—not when it makes them roll their eyes. Flashy can be fun, but functional earns loyalty.
10 - Cheap and disposable swag does more harm than good.
The top “worst swag” offenders? Stress balls, flimsy totes, and cheap plastic gadgets. It’s best to give less stuff that lasts than more stuff that breaks.
Final Thoughts:
Swag in 2025 is at a crossroads. It remains relevant, expected, and valued, but it also risks becoming a symbol of waste and thoughtlessness. Marketers who want to win with swag must focus less on volume and more on quality, creativity, and usefulness.
