How do I price event merchandise?

Mark up 2-3x your cost for revenue-generating merchandise. For events with included swag, budget $15-$50 per attendee depending on item quality. Premium items can command higher prices if the design and quality justify it.

Should I offer merchandise pre-orders?

Yes, pre-orders help gauge demand, reduce overstock risk, and generate revenue before the event. Offer pre-order discounts or exclusive items to incentivize early purchases.

How do I avoid over-ordering merchandise?

Start with conservative quantities based on 30-50% of expected attendance for paid items and 80-90% for included swag. Use pre-orders to validate demand and choose suppliers that offer flexible reorder options.

Event Merchandise & Swag Strategy Guide

Step-by-Step Guide

Define Your Merchandise Goals

Determine whether your primary goal is revenue generation, brand awareness, attendee satisfaction, or a combination of all three.

Know Your Audience Preferences

Survey past attendees or your target demographic to understand which items they value most and would actually use.

Select Products and Designs

Choose items that align with your event brand and audience lifestyle. Invest in quality design that people will be proud to wear or use.

Set Pricing and Distribution Strategy

Decide between selling merchandise, including it in ticket packages, or distributing it as premium giveaways. Price to cover costs or generate profit.

Source Suppliers and Manage Production

Find reliable suppliers, order samples, and plan production timelines allowing for design revisions and shipping delays.

Set Up Sales and Distribution Points

Create on-site merchandise booths, online pre-order options, and plan efficient distribution logistics.

Consider Sustainability

Choose eco-friendly materials and suppliers. Avoid cheap throwaway items and invest in sustainable products that reflect your values.

Merchandise That People Actually Want

The era of cheap pens and stress balls is over. Today attendees value high-quality, useful items like premium water bottles, tech accessories, and sustainably sourced apparel. Invest in fewer, better items rather than bulk quantities of forgettable giveaways.

Revenue vs. Branding

Decide your primary objective upfront. Revenue-focused merchandise requires careful pricing and attractive designs that people will buy. Branding-focused swag should maximize visibility with items that attendees use daily in public settings.

Sustainable Merchandise Options

Eco-friendly merchandise resonates strongly with modern audiences. Consider recycled materials, plantable seed cards, reusable items, and digital alternatives to physical giveaways. Sustainability messaging enhances brand perception and reduces waste.

Frequently Asked Questions

T-shirts and apparel consistently top the list, followed by drinkware, tote bags, tech accessories like portable chargers, and notebooks. Items that attendees use daily provide the best long-term brand exposure.

Event Merchandise and Swag Strategies