What to put in swag bags for events: 5 proven strategies for 2025

How many times have you excitedly grabbed a swag bag, only to find a sad collection of pamphlets, a flimsy pen, maybe a coupon, and (if you’re lucky), a granola bar? 

Unlike freebies that sit out for anyone to take, swag bags carry a little mystery, much like the blind boxes that everyone’s obsessed with right now. There’s always a split second of anticipation, which means when the swag inside is disappointing, the letdown feels even bigger.

So how do brands ensure recipients walk away happy? Here are 5 smart strategies for building swag bags for events that feel intentional and exciting.

Tip 1: Know your audience before you pack

The best swag bags for events start with one simple question: who’s carrying it home? What feels thoughtful to one crowd might feel totally random to another, so the more you understand your attendees, the better your bag will land.

Ask yourself:

• Are people traveling or local? If it’s a conference or trade show with attendees flying in, you’ll want to prioritize flat and lightweight items that don’t fight for limited suitcase space. On the other hand, if attendees are local, you can opt for bigger or more fragile items, since they won’t be hauling them through airport security.
• What stage of life or career are they in? Younger audiences tend to value practicality and aspirational branding – essentially, things they can use at school, work, or daily life. Mid- or late-career professionals, on the other hand, appreciate quality and subtlety in their swag, not something that screams “promo.” 
• What motivates them to attend? At a networking-heavy conference, attendees want conversation starters they can wear or use that spark interaction. For learning- or growth-driven events, practical tools that help them focus or unwind between sessions will go much further.
• What do they actually need during the event? This is the most overlooked one. Will people be on their feet all day? Include comfort-driven items like water bottles, cooling towels, portable hand fans, or tasty snacks. Long sessions? Add small focus aids like fidget tools or a nice pen that glides. For events with travel or transitions, portable chargers or charging cables go a long way. 

Tip 2: Choose the right base bag

For swag bags, the bag itself is, unsurprisingly, the most important consideration. After all, it’s the first impression – a flimsy tote instantly primes people to expect more of the same inside, while a durable, well-designed tote bag signals care, quality, and intention before they even peek at what’s inside.

The bag also lives on well past the event. According to ASI’s Ad Impressions Study, promotional bags can generate about 1,940 impressions over their lifetime, with 43% of consumers using them for at least two years.

At Wayo, we offer a range of tote weights and styles to match different event needs and audiences. Our most popular bags are 100% cotton and come in a range of prices and fabric weights:

• 8 oz lightweight tote: A bestseller for good reason – it’s affordable, easy to print on, and perfect for high-volume events like conferences or university fairs where portability matters most. It folds flat, packs light, and still looks polished.
• 12 oz midweight tote: This cotton tote hits the sweet spot between practicality and durability. Because it feels substantial without being bulky, it’s ideal for multi-day events where attendees are lugging materials around.
• 16 oz heavyweight tote: This tote’s thick, structured cotton gives it a premium feel, making it perfect for VIP events and brands that want their swag to really double as a lifestyle accessory rather than a casual swag bag giveaway.

Looking for something a little more unique? Explore our full collection of tote bags.

Tip 3: Nail the right mix of basics

While you don’t want your swag bag to feel empty, you don’t want to cram in every item under the sun either. It’s natural to want to appear more generous, but it can quickly backfire – overloaded swag bags can tip into clutter, making even good items feel like filler.

The best swag bags for events strike the right balance between expected essentials and standout extras. Think of it in three layers:

• Everyday essentials: These are the reliable crowd-pleasers, like notebooks, pens, tumblers, and chargers. They anchor your bag in practicality and guarantee that at least one item finds a home in someone’s routine.
• Lifestyle staples: These pieces sneak into daily life outside the event, like socks, hats, reusable straws, or even skincare minis. These give your brand staying power.
• Event-specific touches: Consider adding one item that ties directly back to the theme or location of the event you’re handing out your swag bags at, such as sunscreen at a summer festival, a cozy beanie at a winter trade show, or local snacks at a farmer’s market. It makes the bag feel unique to this moment, not recycled from a previous event.

Tip 4: Prioritize quality over quantity

There’s nothing more disappointing than opening a swag bag full of low-quality freebies. Now you’re stuck figuring out what to do with it all: recycle it, re-gift it, or let it slowly migrate to the junk drawer.

Even the best swag ideas fall apart if the quality isn’t there. So, focus on finishing details, like weight, stitching, and print quality. Small upgrades (like thicker cotton or debossed logos) quietly signal that your brand cares.

This doesn’t necessarily mean you have to splurge for the most expensive options. Check out this guide on swag ideas that feel more premium than they cost, as well as this list of tips on how to spot quality promotional items from online catalogs. 

Tip 5: Incorporate digital tie-ins

Nowadays, if people want to learn more about your company, they’ll Google you before they dig through a stack of brochures. So make it easier for them by integrating digital touchpoints into your swag bag. 

Here are a few ways to make swag and digital work together:

• Smarter QR codes: Go beyond linking to your homepage. Send people to a curated landing page that continues the experience, whether it’s a thank-you video, product demo, or a special offer for event attendees.
• Exclusive playlists: Include a QR code that links to a playlist matching the mood of your event or brand. For example, a wellness brand could include a curated “Mindful Mornings” Spotify playlist that pairs perfectly with the flame aroma diffuser featured in the swag bag – a simple way to extend the calming experience beyond the event.
• Redeemable digital rewards: Include codes for e-gift cards, downloadable art, or virtual experiences that extend the value of your swag without adding bulk to the bag. These can be printed on a small branded postcard or a tag attached to a key item inside the bag. If you’re tabling at a design conference, for example, you might offer attendees a digital gift card to download premium fonts or creative templates.
• Access to premium content: Consider gating bonus materials like behind-the-scenes videos, product tutorials, or thought leadership articles. Attendees get a sense of insider access, deepening brand connection. For example, a startup launch might give away a tote bag that includes a QR code on the inside flap of the tote, leading to the founder’s video message or early access to beta features.

Ready to upgrade your swag bags for events?

There’s a fine line between clutter and care. Brands that invest in fewer, better, more intentional items stand out not just at the event, but in the daily lives of the people carrying them home.

Wayo makes it easy to curate more practical, memorable, and on-trend swag bags for events. Check out our full catalog or use Nory, our AI sourcing agent, to bring your custom merch idea to life.