Branded merchandise, whether it’s a coffee mug, a tote bag, or a hoodie, has been a long-standing tool in marketing. Companies invest millions each year in producing customised products to distribute at trade shows, conferences, and corporate events. The goal is simple: visibility. But does handing out promotional swag translate into real business growth?
Honcho’s Entry Into Custom Swag
Honcho, a company known for its AI-driven website-building services, has expanded into print-on-demand promotional merchandise. The move reflects a broader shift in branding strategies, where small business owners look for low-risk, on-demand solutions to promote their company’s identity.
Honcho now offers custom apparel, mugs, tote bags, phone cases, and other promotional products, allowing businesses to create branded materials without bulk orders or high upfront costs. This model removes the logistical barriers that have traditionally limited small businesses from using promotional merchandise effectively.
“Branding is more than just a website,” says Miralda Ishkhanian, Chief Operating Officer of Honcho. “Businesses need real-world visibility and custom merchandise is a great way to create that presence without significant costs.”
Expert marketers note that branded items work best when they are functional and integrated into everyday life. A reusable water bottle, for example, has a much longer marketing impact than a business card or flyer. Honcho’s merchandise selection reflects this trend, emphasising high-retention items like drinkware, apparel, and phone accessories.
The strategic use of promotional products extends beyond giveaways at conferences. Many businesses integrate custom merchandise into customer appreciation programs, loyalty rewards, and social media engagement strategies.
The Benefits of Print-on-Demand for Small Businesses
One of the biggest challenges in promotional marketing is cost control. Traditional bulk-order systems often require large minimum purchases, leading to overproduction and wasted inventory. Honcho’s print-on-demand approach allows businesses to create custom-branded products only when needed, eliminating the risks associated with excess stock.
The three-step process simplifies customisation:
- Choose a product: Select from a catalog of branded items.
- Customise it: Upload logos, adjust colors, and personalise designs.
- Order on demand: No bulk orders required; products are printed and shipped when needed.
This approach provides cost efficiency while allowing small businesses to remain true to their sustainability goals. Overproduction not only costs more for the business, but the unused items take more energy to produce and store, making the practice less environmentally friendly.
“Sustainability isn’t just about using recycled materials. It’s about not overproducing in the first place,” says Ishkhanian. “Print-on-demand ensures that businesses only create what they actually need.”
Which Promotional Items Work Best?
Not all swag generates the same level of brand engagement. The most effective promotional items tend to be practical, durable, and frequently used. Honcho’s top-selling categories include:
- Apparel: Hoodies and t-shirts offer long-term visibility.
- Drinkware: Coffee mugs and water bottles see daily use.
- Phone Cases: A branding tool that stays in hand throughout the day.
- Tote Bags: Sustainable, functional, and used in public spaces.
Businesses that invest in high-quality, everyday-use items see stronger engagement than those that distribute disposable or low-value swag.
Sustainability in Promotional Merchandise
Consumer expectations around sustainability have significantly influenced the promotional products industry. According to the 2023 ASI Ad Impressions Study, 46% of consumers have a more favorable opinion of a company that provides eco-friendly promotional products.
Recognising this shift, Honcho has introduced biodegradable phone cases and recycled tote bags as part of its print-on-demand merchandise offerings. By allowing businesses to customise sustainable products without overproduction, the company is providing a more responsible branding solution.
For businesses, integrating eco-conscious promotional products can strengthen customer engagement and brand perception. As sustainability continues to be a priority for consumers, companies that invest in environmentally friendly branding materials may gain a competitive edge in customer loyalty and long-term visibility.
Does Swag Directly Boost Sales?
Branded merchandise doesn’t always lead to immediate sales, but it plays a significant role in brand reinforcement and customer retention. The return on investment (ROI) often depends on how the merchandise is used. Some companies track promotional product impact through promo code tracking, attaching exclusive discounts to branded items. Others measure success through social media engagement, encouraging customers to share images of their merchandise online.
Businesses that incorporate swag into strategic, long-term branding efforts tend to see the most value. By offering print-on-demand customisation, Honcho is making it easier for small businesses to use branded merchandise effectively without the financial risks of traditional bulk orders.
Spencer Hulse is the Editorial Director at Grit Daily. He is responsible for overseeing other editors and writers, day-to-day operations, and covering breaking news.
