Every January, our industry descends on Las Vegas for the largest trade show of the year. It’s loud, fast-paced, and overflowing with product launches. New styles. New colors. New drinkware.
But this year, my focus wasn’t on what’s new.
It was on who—and how the right relationships can better serve our clients.
At Extend, we’ve never believed branded merchandise should be an afterthought or a box-checking exercise. It’s a marketing channel. One that builds connection between humans and brands. And this year’s PPAI show reinforced something we’ve been saying for years: the industry is finally catching up to that mindset.
The Industry Is Shifting—and That’s a Good Thing
At a private breakfast during the show, I had the opportunity to hear from Drew Holmgreen, President & CEO of Promotional Products Association International. His message was clear: our industry is evolving from “promotional products” (often reduced to trinkets and trash) to branded merchandise as an intentional part of the marketing strategy.
That shift matters.
Because branded merch isn’t about stuff—it’s about storytelling, consistency, and trust. It’s about reinforcing a brand’s values in a tangible way. And when done well, it becomes a powerful connector between a company and the people it serves.
Some key insights shared:
- 67% of PPAI firms are integrating AI to advance how they do business
- Tariff volatility has become the industry’s biggest planning challenge
- Buyers want responsible, compliant products—but not at drastically higher price points
- Nearly 60% of buyers prioritize quality first
That last point? We fully support that.
What Buyers Want (and What That Means for our Valued Clients)
Today’s buyers are more informed, more intentional, and more values-driven than ever before. They care about:
- Quality over quantity
- Products that align with their brand standards
- Responsible sourcing and compliance
- Smart planning in an unpredictable global market
This is where strategy matters most.
Anyone can sell a product. But helping clients navigate tariffs, supply chains, budgets, timelines, and brand alignment—that’s where branded merch becomes a true marketing lever rather than a last-minute add-on.
When merch is brought into the conversation early, it works harder. It lasts longer. And it delivers measurable impact.
Trends Worth Paying Attention To
Not all trends are created equal. The ones that stood out this year weren’t about flash—they were about intention:
- Quality over quantity: Fewer pieces, better made, with a longer life
- JOLO (Joy of Logging Off): Merch that supports balance, boundaries, and time away from screens
- Wellness: Not as a buzzword, but as a reflection of company culture and care
These trends reflect a broader shift toward human-centered marketing—where branded merch supports how people actually live and work.
This mindset is exactly why we curated the catalog we’re sharing this quarter. It’s not about what’s trending for the sake of it—it’s about what’s resonating and what works.
Recognition, Growth, and What That Means for Our Clients
While in Vegas, I was honored to receive three awards—two tied to growth and one rooted in community.
- Ranked #73 out of 1,700+ affiliates
- Over 200% growth in Q4 year-over-year
- The Appreciation Award from iPROMOTEu
I share this not as a personal milestone, but because of what it represents for our clients.
Growth and recognition at this level come from strong partnerships, consistent strategy, and trust—on both sides of the table. It means deeper supplier relationships, better collaboration, more leverage, and access to a broader network that ultimately benefits the brands we support.
As Lori Bauer, CEO of iPROMOTEu, shared when presenting the award, Extend’s work is rooted in collaboration, shared values, and showing up for the community. That philosophy doesn’t just strengthen our industry—it strengthens the outcomes we deliver for our clients.
Branded Merch Belongs in the Strategy Conversation
Branded merchandise isn’t extra. It isn’t an afterthought. And it isn’t just “swag.”
It’s a piece of the marketing pie—one that deserves intention, planning, and partnership.
As we move into Q1, this is the perfect time to talk about how branded merch fits into your broader marketing strategy for the year ahead. Not just what you’re ordering—but why, when, and how it supports your goals.
Let’s have those conversations.