How to plan your 2026 swag budget: 5 proven strategies

​​The stakes for swag are higher than they used to be. In 2025, marketing budgets stayed flat at 7.7% of company revenue, which is likely a reflection of economic uncertainty. When budgets aren't growing, the C-suite pays closer attention to where every dollar is going. 

The good news is that promotional products remain one of the most cost-effective marketing channels out there, generating impressions at a fraction of a cent each. But knowing swag works doesn't solve your actual planning dilemma: Do you order 500 cheap pens that might end up in a landfill, or 50 premium pieces that people will actually use? Do you spread your dollars thin across every campaign, or go big on the moments that matter most?

If you’re ready to be more strategic about what you order, who receives it, and why, you’ve come to the right place. Here's how to build a 2026 swag budget that balances ambition with accountability.

1. Calculate your true cost per impression

When teams start exploring swag options, many focus on unit cost – which doesn’t actually equate to actual value. What matters more is cost per impression: how much are you paying for each time someone sees, uses, or interacts with your brand?

For example, a $2 pen that gets tossed in a drawer after one use costs you $2 per impression. Meanwhile, a $17 quarter-zip that someone wears to the office twice a week for a year is 100+ wears – not to mention the thousands of impressions it makes on everyone who sees it. (Studies have found that outerwear generates an estimated 6,100 impressions over its lifetime, while bags clock in around 3,300).

So, build this thinking into your planning from the start. Instead of defaulting to the cheapest option, estimate the likely frequency of use, multiply it by the number of recipients, and factor in pass-along visibility. 

2. Plan around your busiest moments

Swag demand ebbs and flows with your business calendar; trade show season hits differently than a quiet February. So instead of allocating your swag budget evenly per month or quarter, map it to when you'll actually need inventory.

A rough planning calendar might look like:

• Q1: New year kickoff kits and sales team refreshes
• Q2: Spring conferences and event season prep
• Q3: Summer trade shows and new hire onboarding
• Q4: Holiday client gifts and year-end employee appreciation

If possible, set aside 10-15% of your total swag budget as a contingency fund for opportunities that pop up, like last-minute sponsorships, a new client win worth celebrating, or an event you didn't see coming. 

3. Tier your spending by audience

Not every recipient deserves the same swag. If your biggest client and a random booth visitor is getting the same $4 tote bag, you're diluting your impact across the board – spending too much on people who don't matter, and too little on people who do.

Try to build tiers into your swag budget based on audience value:

• High-value clients and prospects: Go premium with curated kits, personalized items, and quality that signals the relationship matters. 
• Engaged contacts and employees: Opt for solid, everyday items they'll actually use. 
• Broad awareness: Functional basics are great for trade shows, community events, and mass outreach. 

4. Attach a goal to every line item

Every swag investment should connect to a specific outcome. Are you trying to drive booth traffic at a conference? Strengthen relationships with your top 20 accounts? Improve new hire retention? Give your sales team better conversation starters?

This is where tying your swag budget to campaigns pays off. When you know the purpose, you can work backwards to find the right swag. For example:

• Drive booth traffic: Lower-cost, high-volume items that get people to stop; premium pieces reserved for serious prospects.
• Increase client retention: Personalized, higher-quality gifts that make clients feel valued.
• Strengthen employee culture: Thoughtful onboarding kits and milestone recognition that reinforce belonging.
• Build brand visibility: High-use items people will actually carry or wear in public.

5. Track what's working (and what's not)

You wouldn't run a paid ad campaign without tracking conversions. Swag deserves the same rigor, especially when you're trying to justify next year's swag budget to your CFO.

Luckily, you don't need anything fancy. A few simple tracking mechanisms go a long way:

• Unique promo codes or URLs: Print these on items or packaging so you can trace conversions back to specific campaigns
• Unique QR codes on giveaways: When someone scans the code to access a resource, schedule a meeting, or claim an offer, you can track engagement tied directly to that specific swag item
• Post-event surveys: Ask attendees which swag item they remember receiving, or if the branded item influenced their decision to follow up with your team

Spend smarter in the new year

Budget season can feel like a tug-of-war between ambition and reality. You may have big plans for the new year (whether it’s campaigns to support, clients to impress, employees to celebrate), but a finite pile of dollars to make it happen.

The good news is that a smart swag budget isn't about spending more. Instead, spend with intention by choosing items that'll stick around long enough to actually make an impression, and track enough to know what's working.

Working with limited funds for merch this year? Check out this guide on how to stretch your swag budget without looking cheap.