When one of us raises the bar in this industry, we all benefit.
As we continue to elevate branded merchandise as a smart, strategic marketing medium, the ripple effect is felt far beyond a single order. It lifts our entire industry, and we all win. Branded merch gets taken more seriously. Budgets get bigger. Creativity gets celebrated. That’s the kind of ripple effect I’m here for.
As we enter our busiest season, here are a few ways that are top of mind for making lives easier and merch better.
1. Coach our clients on the difference between advertising and appreciation.
If I see one more TikTok or comment dragging a company for sending ill-fitting merch or something wildly off-brand, I might lose it. It’s not the merch’s fault, okay?
When promotional products miss the mark, it usually comes down to a lack of strategy. This is where we come in. It’s on us to help clients understand the difference between giveaways meant for mass exposure and thoughtful items meant to show appreciation. We should be educating clients on imprint options, product quality and consumer preferences.
A “thank you” gift doesn’t need to scream a logo, but it does need to feel personal and well-considered.
Sarah Whitaker
CEO, The Branded Things
2. Have holiday order conversations now if you haven’t already.
You know how wild things get in our own offices come December. Now multiply that across hundreds of client requests and suppliers all trying to meet last-minute holiday deadlines.
When a client emails on December 1 asking for “something amazing” to arrive before Christmas, it’s already a problem. The best gift we can give everyone – ourselves, our clients, our suppliers and especially the recipients – is time. Help your clients plan. Even a simple reminder now can go a long way in making this season less chaotic for everyone involved.
3. Provide tech solutions.
Your marketing and HR clients are in a mad dash to the finish line of the year. It’s open enrollment. It’s 2026 ad campaign planning season. It’s proving your worth/budgeting time.
The last thing they need is to be talking apparel sizing with all their employees or hunting down tracking to ensure everyone has their promotional items. Make it easy on them with a client-friendly system. Pop up a shop where you handle ordering for them or automate shipping notices. (Shout out to commonsku for making this so smooth for us to provide).
RELATED: Sarah Whitaker: Facing 2025’s Challenges With 2020’s Lessons
4. Make time for 2026.
Maybe it’s easier said than done.
Whether it’s goal setting for yourself and your business, having year-end reviews with clients or getting ahead of 2026 order planning to avoid Q1 disruptions (dear 2026, may we not bring Q1 2025 energy into the new year…), while it’s hectic, make space for setting up 2026’s successes. We all know our sales cycle can be long until it’s not, and then suddenly it’s frantic. What you’re doing right now will impact your 2026.
Here’s to a successful end of 2025 for us all!
Whitaker is the owner of The Branded Things, the promotional products division of Williams Advertising.
