What 10+ Stats Reveal About Event Merchandising in 2025

Event merchandising isn't about handing out free pens. It's a strategic lever that drives engagement, trust, and delivers measurable returns.

Attendees want tangible experiences. And they're making purchasing decisions based on what happens at your booth.

Let's dig into what the numbers reveal.

Merch is a Powerful Motivator for Attendee Engagement

According to EventGroove's industry research, event merchandising statistics show 60% of attendees say free merchandise is a primary reason they visit a booth or event.

But it's not just about passive giveaways. Research shows that contests draw 57% of attendees, while sweepstakes attract 46%. This is a strategic opportunity: instead of handing out 1,000 cheap stress balls, try raffling off five premium items—like high-end backpacks or noise-canceling headphones. This creates buzz, extends dwell time, and captures higher-quality leads.

Merch Solidifies Brand Trust and Drives Post-Event Action

Physical interactions at events create lasting impressions that digital channels struggle to match.

According to ATN Event Staffing's experiential marketing analysis, 77% of consumers report feeling stronger trust in a brand after attending an in-person event. That's a massive trust boost that can take months to build online.

Even better, 66% of consumers say they're more likely to purchase after interacting with a product live. When they touch, feel, and take home a quality item, the buying journey accelerates.

The Strategic & Financial Case for Merchandising

According to American Express Global Business Travel's forecast, 66% of event professionals expect bigger budgets this year. Their top priority? Improving the on-site experience.

The ROI case is clear. Events that prioritize customer retention through memorable experiences show a 13% higher chance of year-over-year growth. Importantly, this experience now includes sustainability. Modern attendees don't want landfill-fillers; they want sustainable keepsakes that align with their values.

The In-Person Resurgence Amplifies the Need for Tangible Takeaways

In-person events were the only format to grow last year, jumping 12%. They're now the number one choice for 59% of event planners.

According to Freeman's trends report, in-person events are the number one source for buyers discovering new products. When someone walks away with your branded gear, you extend that discovery moment indefinitely. Your brand travels home with them, keeping your solution top-of-mind long after the booth is packed up.

Wrapping Up

Approximately 64% of attendees say immersive experiences are the number one element of a positive event. Your merchandise should support that immersion, not distract from it.

Think beyond the free pen. Create merchandise moments that tell your brand story, align with attendee values, and leave lasting impressions. That's how you turn swag into strategy.

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