The $10 merchandise problem

One of the easiest ways to approach branded merchandise is to start with a budget.

“We have $10 per person.”

“We need something under $20.”

“We need the cheapest option.”

And there’s nothing wrong with having a budget. In fact, a clear budget is one of the most useful starting points when planning a merchandise program.

The problem is when the price becomes the strategy.

Because the cheapest option isn’t always the best value and with branded merchandise, that distinction matters.

A $10 product can be a great choice. But if it ends up sitting in a drawer, being thrown away or never used, the fact that it only cost $10 doesn’t make it a successful investment.

Cost and value aren't the same thing - lets paint a picture

Imagine ordering 500 promotional products at $10 each.

That’s a $5,000 investment.

On paper, it sounds efficient. You’ve put your brand into the hands of 500 people.

But what happens if 300 of those products are forgotten about, 100 are thrown away and only 100 are actually used?

You’ve bought 500 pieces of merchandise, but you haven't necessarily created 500 valuable brand interactions.

Now consider putting that same $5,000 towards fewer, more considered products — something people genuinely want to keep, use and take with them.

The unit cost is higher. The quantity is lower.

But the product may have a longer lifespan, a stronger perceived value and far more opportunities for your brand to be seen.

That’s the difference between buying merchandise and investing in merchandise.

The goal isn't always to get the most products for your budget.

It’s to get the most value and impact from the products you choose.

Start with the recipient, not the price

Before deciding what something should cost, think about who is receiving it.

A conference attendee.

A prospective client.

A long-term customer.

A new employee.

A VIP guest.

A speaker.

A business partner.

They don't all need or want the same thing.

A practical $10 giveaway might make perfect sense for a large conference where you're distributing hundreds of items. But that same product could feel completely out of place as a thank-you gift for a client who has just spent $100,000 with your business.

The right product depends on the audience, occasion and purpose.

That’s why there shouldn't be a universal “best merchandise product” or a magic price point that works for every campaign.

Consider what happens after the event

One of the questions we always think about is:

What happens to this product once the event is over?

Will someone take it home?

Will they use it at work?

Will it become part of their everyday routine?

Will they keep it because it’s genuinely useful or well designed?

Or will it end up at the bottom of a drawer?

The strongest merchandise continues working long after the moment it was handed over.

A tote bag used every week.
A quality drink bottle taken to the gym.
A notebook used in meetings.
A jacket worn throughout winter.

These products create repeated opportunities for your brand to be seen without requiring another advertising dollar.

The better question

Instead of asking:

“What can we get for $10?”

Try asking:

“What will create the most value for this audience within our budget?”

Sometimes, the answer will be a $10 product.

Sometimes it will be a $50 product.

And sometimes, the smartest choice might be to produce fewer items, improve the quality or invest in something completely different.

Good merchandise strategy isn't about spending more for the sake of it.

It’s about understanding who you're giving it to, why you're giving it to them and whether the product is worth keeping.

Because the best merchandise isn't necessarily the cheapest.

It’s the merchandise that earns its place.

Looking for merchandise that actually adds value?

We help businesses move beyond the standard promotional product and create merchandise that feels considered, useful and genuinely worth keeping.

Have a budget in mind? Talk to us about what we could do with it.