Not long ago, working solo was considered a side hustle or a stepping stone to a traditional job. Today, it’s an increasingly intentional career choice.
Nearly 30 million Americans work for themselves as solopreneurs, running businesses entirely on their own with no paid employees. These one-person companies add almost $2 trillion to the U.S. economy and span everything from independent consultants to online influencers.
Many people branch out on their own because they want flexibility – and for most, the move turns out to be the right one. Most solopreneurs report higher satisfaction, with 86% saying they’re happier working on their own than in a traditional job. But the appeal isn’t just about choosing when and where they work. It’s the chance to build their work around what matters most to them.
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In MBO Partners’ 15th annual report on independent professionals, respondents described success in broader terms, pointing to priorities like helping others and being happy (60%), continuing personal growth (59%), having a sense of purpose (58%), maintaining good health (56%) and spending enough time with family (53%). Unlike many traditional jobs, working solo gives people more control over how their careers fit into their lives, not the other way around.
This autonomy shapes how long people expect to keep working. Solopreneurs are more likely than traditional employees to continue working later in life, often because they genuinely enjoy it. About 21% say they never plan to retire because they simply enjoy their work, want to stay mentally engaged and continue to earn income. Rather than counting down to retirement, many independent professionals are building careers designed to evolve alongside the lives they want to live.
But, to keep working on their own terms, solopreneurs need steady client relationships and a pipeline of new opportunities. That’s why 65% say gaining new clients is a top priority over the next five years, according to the Branch x Mastercard Solopreneur Report. Branded merchandise, from luxe notebooks sent after discovery calls to sleek water bottles mailed as welcome gifts, help solopreneurs stay top-of-mind when the next opportunity arises.
As the independent business market grows more crowded, the need to differentiate becomes even more important. By 2028, the number of solopreneurs could rise to 90 million. With so many consultants, creators and coaches competing for clients, branded merch is just the way to cut through the noise and be remembered.
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Merch That Works As Hard As Solopreneurs
Solopreneurs handle everything themselves, and that can put a real strain on their time and budget. In one survey, 41% of solopreneurs said time management is their biggest challenge, followed by marketing and customer acquisition (34%) and cash flow (29%). More than 60% say they underestimated how hard it would be to run every part of the business alone.
That’s why smart, efficient marketing matters. Branded merchandise can help one-person businesses stay visible without adding more to their workload. A branded webcam, for example, keeps their name visible on calls, while merch like hats or water bottles double as gifts that keep their name top of mind.
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Stand Out When CEOs Are Hiring
More companies are turning to freelancers and independent specialists to get work done. Nearly half of CEOs say they plan to hire more freelance talent, and many say these professionals are essential to their organization’s success. For solopreneurs, that means more opportunity, but also more competition. Branded merch can be a simple way to stay memorable without spending a lot of time or money. Sending a branded notebook after a meeting or showing up on calls with custom gear can help solo workers look polished and stay memorable with the executives who hire.
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The Optimistic Business Of One
Most solopreneurs are full-time and all-in. About 41% rely on their business as their main source of income, according to the most recent Solopreneur Report from Simply Business. Another 13% work full time while keeping other income streams on the side. Even part-timers aren’t just dabbling, with about 70% saying they plan to grow their revenue this year.
This shows that solopreneurs are ambitious and serious about standing out. Branded merch gives them a simple, high-impact way to get noticed. Merch like sleek bags or desk accessories help people remember their brand long after a meeting.
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A Snapshot Of Today’s Owner-Only Businesses
Working for yourself isn’t a niche path anymore, but one that’s becoming increasingly accessible to all kinds of people at various stages in their careers. Immigrants made up about 14% of solopreneurs last year, and more than half of solopreneurs are women.
So, what drives these one-person powerhouses? According to Gusto’s New Business Formation survey, they ventured out on their own to:
- Be their own boss: 54%
- Work according to their own schedule: 53%
- Build an asset for the future: 34%
- Leave an unfulfilling job and pursue a passion: 24%
- Make a positive impact: 22%
- Boost their income: 21%
- Seize a business opportunity: 16%
- Supplement income for an immediate expense: 11%
- Replace a lost job: 10%
- Take advantage of what technology made possible: 2%
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A Ritual That Drives Results
Some of the most productive solopreneurs don’t start with an app but with pen and paper. About 25% follow a daily goal-setting ritual, which can boost their output by as much as 20%. A luxurious pen and a great notebook make it easy to keep priorities straight and jot down new ideas.
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Campaign Collateral
The Theo LED Rechargeable Desk Lamp isn’t just a desk accessory but a branded experience solopreneurs can share. It features two height options, dimmable capabilities and three light modes – warm, cool and natural – to create the ideal ambiance for any work session.
Logomark / PPAI 110898, Platinum / logomark.com
Not your typical water bottle, the Slim Tritan memobottle features a flat, paper-inspired design and includes a silicone sleeve and lid. It easily fits into laptop bags or pockets, making it simple to carry anywhere without taking up too much space.
PCNA / PPAI 113079, Platinum / pcna.com
A sleek custom journal like the FlatMate Perfect Notebook is perfect for solopreneurs who host workshops or masterminds. It lays completely flat for easy writing and features a textured, two-tone cover and tear-away pages.
HPG / PPAI 110772, Platinum / hpgbrands.com
The Delsey Paris Softside Travel Bag is sleek enough for client meetings and durable enough for daily use. Designed with a stylish vegan leather trim and a padded laptop compartment, it makes a great gift for VIP clients. Choose from black, cream, gray or navy blue.
SnugZ USA / PPAI 112982, Platinum / snugzusa.com
When solopreneurs work online, merch like the Web Camera & Microphone makes every call more polished. The adjustable clip mounts easily to any type of monitor or tripod. It can also stand alone on a desk. Send it to clients or prospects to keep a brand front and center during meetings.
Starline USA / PPAI 112719, Platinum / starline.com
The Work-From-Home Essentials Smart Kit makes a useful onboarding gift for new clients. The set includes a branded notebook, mousepad, travel mug, backpack and stress ball tucked inside a white box for a professional presentation.
BEL Promo / PPAI 362224, Gold / belpromo.com
Solopreneurs could wear a custom hat like this Five-Panel Corduroy Hat at events and when filming social content to create a recognizable look. The corduroy material gives the hat a textured, vintage feel. Customize everything from the eyelet colors to the panel embroidery.
Numo / PPAI 112597, Gold / numomfg.com
Sellers is a California-based freelance writer and former associate editor at PPAI.
