Dear Santa, We’d Like Better Promotional Products

When we talk about branded merchandise, it’s easy to focus on what someone does for work. If you’re marketing to a construction company, you might think workwear. If you’re reaching teachers, you might think notebooks. If you’re attending a trade show, you might think giveaways. 

But your audience doesn’t stop being a person when they leave the office. 

They have hobbies, families, weekend routines, favorite sports, travel plans, home projects, and things they genuinely care about. Maybe they also have a very spoiled dog who has somehow claimed half the couch. 

Those lifestyle details can be incredibly useful when choosing promotional products. 

The best merchandise isn’t always the product that makes the most sense for someone’s job. It’s often the product that makes sense for their life. 

The Best Merch Fits Into Real Life 

Here’s a simple test I like to use when choosing promotional products: 

Would your audience actually use this even if your logo weren’t on it? 

If the answer is yes, you’re probably on the right track. 

Promotional products work best when they solve a small problem, support a routine, or connect with something people already enjoy. A branded water bottle gets used because someone needs a water bottle. A quality bag gets carried because someone has things to carry. A cozy blanket gets pulled out because, well, it’s a cozy blanket. 

The logo is the bonus. 

For example, let’s say you’re trying to reach homeowners and families. Instead of automatically choosing another generic desk accessory, think about what those people actually do outside of work. 

They might: 

Suddenly, your list of potential products gets a lot more interesting. 

If You Want Proof, Just Ask the Dog 

Pets are a pretty great example of how deeply lifestyle can influence purchasing decisions. For millions of people, pets aren’t simply animals they own. They’re part of the household, part of the daily routine, and sometimes, let’s be honest, the household’s most spoiled member. 

According to Printify’s research on the custom pet merchandise market: 

Printify also reports that the U.S. pet industry reached $157 billion in 2025, showing just how significant this lifestyle category has become. 

And the lesson for marketers isn’t necessarily, “Everyone needs branded dog bowls.” It’s that people spend money on the things they genuinely care about. Pets are an easy example because the emotional connection is so obvious. But the same principle applies to almost anything: 

That’s where promotional merchandise starts to feel less like advertising and more like a thoughtful gift. 

Turn Lifestyle Insight Into Smarter Year-End Merch 

November is a great time to put this thinking to work. If you have year-end marketing dollars that need to be spent, don’t wait until December to start figuring out what to do. 

Before you place your order, ask yourself three questions. 

1. Who are we really trying to reach? 

Go beyond age, job title, or industry and consider whether your audience includes: 

2. What do they actually care about? 

Think about their routines and interests. Ask: 

3. Where could your brand naturally show up for them? 

Your merch shouldn’t have to live on a desk. Your brand could show up: 

And Since We’re Talking About Pets... 

Well, Santa is making his list, and maybe it’s time to make yours, too. 

If you’re planning client gifts, employee appreciation, volunteer recognition, or holiday thank-you's, think about the person receiving the gift. 

And if you know they have a four-legged family member, maybe that little detail is worth considering, too. 

Don’t Just Market to Your Audience. Know Them. 

Promotional products are most effective when they become part of someone’s life. The more closely your merchandise fits your audience’s lifestyle, the more likely it is to be used regularly. And regular use means your brand keeps showing up long after the event, campaign, or gift exchange is over. 

So as you look at your remaining year-end budget and start thinking about holiday gifts, don’t just ask: “What can we put our logo on?” 

Ask: “What would our audience actually want to use?” 

If you’re not sure what that looks like for your audience, that’s what we’re here for. At Allstates Business Solutions, we’ll help you find branded merchandise that fits your people, your goals, and your budget. Reach out today!