By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

We’ve all seen it and maybe even done it. The bulk keychains. The stress balls. The pens that never write. This is the world of spray-and-pray swag: handing out a bunch of random branded merch and hoping something, anything, resonates. Spoiler alert: clutter isn’t strategy.

What Is “Spray and Pray” Swag?

“Spray and pray” refers to giving out promotional items in large quantities without a clear audience or purpose—just hoping that the logo gets noticed. It’s like tossing flyers in the wind and praying someone reads one before it hits the trash. (If you’re in NYC, you’ve definitely seen these—think “Dan teaches you guitar” flyers on every light pole. Sound familiar?) But here’s the thing: if your custom swag makes people confused—or worse, indifferent—it’s not helping your brand. It’s hurting it.

Intentional Swag Builds Brand Love

The best branded merchandise is:

• 🎯 Intentional – Thoughtfully chosen to reflect your brand values
• 👤 Personal – Makes the recipient feel seen, understood, and part of something
• 🔁 Repeat-worthy – So good they want to wear or use it again and again

Every 👏 single 👏 item 👏 you 👏 print 👏 should say something about your brand—and even more about the person using it. That’s the difference between merch that sticks and swag that disappears into a junk drawer.

How to Create Swag with Purpose

Ready to ditch the spray-and-pray mindset? Here’s how to build an intentional swag strategy:

✅ Start with Your Brand Voice

Your swag should feel like your brand. Quirky? Classic? Bold? Reflect that in your product choices and messaging.

✅ Think About the End User

Design for the person receiving it—not just the person approving it. What will they wear? What will they use?

✅ Align with Your Goals

Whether it’s event giveaways, employee appreciation, or client gifting, your merch should be built around a specific goal.

Better Swag = Better ROI

Intentional swag doesn’t just look better—it performs better.

• Higher retention
• More social shares
• Stronger brand affinity
• Less waste (and lower long-term costs)

It’s not about doing more. It’s about doing it smarter.

So, What Kind of “Flyers” Do You See Where You Live?

Shout out to Natasha Walstra for inspiring this topic with the iconic “spray and pray” phrase. And just for fun: are you in a city full of flyers too? NYC is covered in them. Let’s make sure your branded merch stands out for the right reasons.