Promotional merchandise has been a powerful tool for influence and recognition for centuries, dating back to 312 A.D., when rulers used marked coins and artifacts to establish their presence. Over time, businesses adopted branded items to expand their reach, turning promotional products into a cornerstone of marketing. Today, swag and merch are essential in building brand loyalty, driving engagement, and making a lasting impression in an increasingly competitive marketplace.
In this guide, you’ll discover the fascinating history of promotional products, from their earliest uses to their transformation into a multi-billion-dollar industry. We’ll explore key milestones, the innovators who shaped the industry, and how promotional items have evolved alongside marketing trends.
- Promotional merchandise has been a marketing tool since 312 A.D., evolving from political symbols to essential brand assets.
- The history of promotional products in the United States dates back to 1789 with commemorative buttons celebrating George Washington’s election.
- Businesses now prioritize sustainability, using eco-friendly materials to maintain brand visibility while reducing environmental impact.
The origins of promotional merchandise: A look back to 312 A.D.
The concept of using physical objects to spread a message dates back to 312 A.D., when Constantine the Great, the first Roman emperor to embrace Christianity, used engraved coins and jewelry to promote his faith. These items, distributed throughout the Roman Empire, served as a way to reinforce his influence and spread religious ideology. This early form of branded merchandise demonstrated how tangible items could be used to convey a message and leave a lasting impact.
1440 – The invention of the printing press
The development of the mechanical printing press by Johannes Gutenberg revolutionized mass communication. Printed materials such as business cards, advertisements, and booklets became widely accessible, paving the way for the mass production of promotional merchandise. This breakthrough allowed businesses and individuals to distribute printed materials that promoted their services, marking a significant step toward the commercial use of printed advertising.
1789 – The first political promotional product
The history of promotional products in the United States dates back to 1789 with commemorative buttons celebrating George Washington’s election. These metal buttons, adorned with patriotic slogans, were distributed to supporters, marking the first known use of promotional merchandise in American politics. They served as a symbol of unity and a way to generate enthusiasm for the newly elected president.
This simple yet powerful concept laid the foundation for political and corporate branding, demonstrating how tangible items could reinforce a message and create a lasting connection with an audience. Over time, the use of promotional merchandise expanded beyond politics, influencing marketing strategies across various industries.
1852 – Branded giveaways enter the beverage industry
The growing popularity of Anheuser-Busch led to one of the first known corporate promotional giveaways. To enhance customer loyalty, Adolphus Busch distributed branded corkscrews with beer purchases, making it one of the earliest examples of a company using merchandise to promote its products.
This strategic move set a precedent for promotional products in the beverage industry, leading to the widespread use of branded items for customer engagement.
1887 – Jasper Meek and the first modern promotional product
Known as the father of promotional products, Jasper Meek, an Ohio-based newspaper printer, found a new way to use his printing press between newspaper editions. He partnered with a local shoe store owner to print advertisements on burlap school bags, which were distributed to schoolchildren. These free promotional bags turned the children into walking advertisements, marking the birth of modern promotional merchandise.
1890s – The rise of promotional printing and industry competition
Meek’s success inspired Henry D. Beach, another Ohio-based printer, to enter the promotional merchandise industry. Beach began printing advertisements on metal trays, signs, and calendars, which were later used by major brands like Coca-Cola. The rivalry between Meek and Beach helped expand the promotional products industry, leading to innovations in branded advertising materials.
1893 – The first souvenir keychain
During the World’s Columbian Exposition in Chicago, one of the earliest known souvenir keychains was introduced. This small, functional item set the stage for keychains to become one of the most widely used promotional products worldwide.
Read more: Do Promotional Products Work?
1900 – Coca-Cola’s expansion and the rise of branded merchandise
As Coca-Cola grew in popularity, Joseph Whitehead and Benjamin Thomas secured the rights to bottle the drink nationwide. To boost their marketing efforts, the company introduced branded promotional items like bottle openers and metal trays, reinforcing brand recognition and loyalty among consumers.
1904 – The formation of the Promotional Products Association International (PPAI)
As the demand for promotional products increased, 12 manufacturers came together to form what is now known as the Promotional Products Association International (PPAI). By 1906, the organization introduced trade shows to showcase new promotional items and connect manufacturers with businesses looking for branding solutions.
1935 – The introduction of promotional pens
The first branded pens emerged as a cost-effective and practical promotional tool. Businesses quickly adopted them as an advertising staple, using them to keep their brand in front of customers in an everyday setting.
Read more: How to Use Promotional Products Effectively?
1946 – The invention of bumper stickers
Forrest P. Gill, a screen-printing shop owner, introduced the first bumper stickers using paint and self-adhesive paper. These stickers gained popularity during national elections, allowing political candidates to promote their campaigns effectively. Over time, bumper stickers became a powerful promotional tool for brands, businesses, and causes.
1975 – The first logo towel: The terrible towel
To energize Pittsburgh Steelers fans before a playoff game, sports broadcaster Myron Cope encouraged attendees to bring yellow dish towels to wave in support of the team. This initiative led to the creation of the terrible towel, the first logo-printed sports towel, inspiring a new wave of promotional merchandise in the sports industry.
1990s – The explosion of promotional t-shirts
As pop culture, music, and movie branding grew, promotional t-shirts became a must-have marketing tool. Television shows, films, and major brands capitalized on this trend, turning branded t-shirts into high-demand merchandise that resonated with consumers worldwide.
2000s – The shift to tech-based promotional items
With the decline of floppy disks, USB flash drives became the new standard for storing and sharing digital content. Businesses quickly recognized the opportunity and began distributing custom-branded USB drives as promotional giveaways. This shift reflected the growing influence of technology in marketing.
2004 – The rise of awareness bracelets
The launch of the yellow Livestrong bracelet by Nike marked a major moment in promotional merchandise history. Originally introduced to raise funds and awareness for cancer research, these silicone wristbands became a global trend. This campaign demonstrated how promotional products could be used not only for branding but also for social causes.
2017 – The fidget spinner craze
Originally designed to help children with anxiety and ADHD, fidget spinners quickly became a global sensation. Businesses capitalized on their popularity by branding them with company logos, making them one of the most sought-after promotional items of the year.
2020 – The rise of branded PPE during the COVID-19 pandemic
As the world faced the COVID-19 pandemic, personal protective equipment (PPE) such as masks, gloves, and hand sanitizers became essential. Businesses adapted by distributing branded masks and sanitizers, turning health-related items into a new category of promotional merchandise.
The future of branded merchandise
Branded merchandise has evolved beyond simple giveaways—it’s now a key tool for building brand loyalty and engaging with customers. As sustainability becomes a priority, businesses are shifting toward eco-friendly promotional products made from biodegradable, recycled, and ethically sourced materials.
With a focus on reducing environmental impact, companies are also partnering with green suppliers and logistics providers to minimize their carbon footprint. From branded apparel to reusable corporate gifts, the future of promotional products lies in sustainable, innovative, and meaningful marketing solutions.
Final thoughts
Branded merchandise, promotional swag, and custom giveaways have long played a vital role in marketing, helping businesses connect with their audience in meaningful ways. What began as a simple method of spreading messages has grown into a dynamic industry that continuously adapts to new trends and technologies.
From the earliest promotional products to today’s eco-conscious branding strategies, this industry has proven its lasting impact. With businesses constantly seeking innovative ways to engage customers, promotional merchandise will continue to evolve, shaping the future of marketing for years to come.
