The Most Popular Branded Merch Product in California

Branded merchandise remains one of the most effective and enduring marketing tools available to businesses in California and beyond. As companies seek ways to cut through the noise of digital advertising and build deeper connections with audiences, promotional products offer tangible value that drives brand recall, customer loyalty and ongoing engagement. 

In California alone, the promotional products industry supports hundreds of local businesses and continues to grow despite broader economic challenges. According to market research, there are 809 promotional products businesses operating in the state, with average annual growth of 1.2% from 2020 to 2025, reflecting sustained demand for branded merchandise among Californian companies of all sizes.  

Industry Scale and Consumer Impact 

At a national level, the promotional products industry in the United States is projected to reach approximately $27.8 billion in revenue in 2025, building on steady historical growth and demonstrating resilience as a marketing channel.  

Beyond revenue figures, the influence of promotional merchandise on consumer behaviour is compelling: 

• 90% of recipients can recall the brand name on a promotional product, with many remembering the brand long after they received the item.  
• 73% of consumers say they are more likely to do business with a brand that gives promotional products.  
• 88% of recipients will research a company after receiving branded merchandise, and 85% say they are more likely to choose that brand in future.  

These statistics explain why local Californian brands invest in swag as part of broader marketing strategies, tangible items create familiarity and drive follow-on engagement that digital ads alone struggle to achieve. 

Top Branded Merch Products in California 

While preferences vary by audience and campaign objective, certain promotional product categories consistently outperform others in terms of popularity, visibility and long-term impact. Data from industry reports and sales trends highlight several key merch categories that have proven effective in 2025. 

1. Branded T-Shirts 
Apparel, particularly T-shirts leads promotional product rankings year after year. Industry analysis shows T-shirts are the most frequently sold promotional product category, outpacing drinkware, polos, caps and bags. Their broad appeal, everyday use and walk-around visibility make them an essential component of any branded merchandise programme.  

2. Drinkware (Mugs and Bottles) 
Drinkware items remain hugely popular, often retained by consumers for months or years. These everyday essentials ensure repeated brand exposure in homes, offices and travel environments, reinforcing your message each time they are used.  

3. Pens and Office Accessories 
Classic promotional pens continue to be effective due to their utility and low cost. Many consumers report years of use with pens, notebooks and desk accessories, extending impressions and everyday visibility.  

4. Bags and Tote Bags 
Branded bags and tote bags are practical for daily life and events. Their large branded surface area makes them ideal for creating visual impact on the move and at public occasions.  

5. Headwear and Outerwear 
Caps, beanies and outerwear consistently create high brand impressions due to frequent public use. Outerwear often generates more advertising impressions over its lifetime than many other product categories, emphasising its value in lifestyle-led promotional strategies.  

Consumer Preferences and Behaviour 

The success of your branded merch programme depends on selecting products that your audience will actually use and enjoy. Recent trend data indicates that: 

• 83% of consumers actively use the branded items they receive, and 58% say it positively changes their perception of the brand.  
• Practicality and usefulness are now the primary drivers of brand engagement through promotional products, with everyday items such as pens, T-shirts and tote bags repeatedly cited as favourites.  

This highlights a crucial shift: promotional products must demonstrate value beyond decoration to be effective in a competitive marketing environment. 

For brands operating in California, whether targeting tech professionals in Silicon Valley, lifestyle consumers in Los Angeles or community audiences across the state, branded merchandise offers measurable benefits that extend beyond traditional advertising. 

It builds brand recall, drives consumer research and repeat business, and enhances the perceived value of your brand. When executed with thoughtful product selection and aligned with strategic marketing goals, promotional products will continue to be one of the most impactful investments in your brand toolkit. 

For help selecting the right products that resonate with Californian audiences and deliver measurable results, visit the Everything Branded custom merchandise specialists.