News
Branded merch market to hit $50bn by 2027
The branded merchandise industry is growing, and fast. According to a new report by Ogilvy, the global market is projected to reach $50 billion by 2027. For companies still treating merch as an afterthought, the data suggests the rest of the industry has moved on.
By By Tully Smith
Last updated on June 15th, 2026
The report, which surveyed 250 businesses across North America and Europe, points to a sustained post-pandemic rebound in in-person events and workplace culture investment as key growth drivers. As companies compete for the best talent and fight for consumer attention, physical branded touchpoints are back in favour in a significant way.
Corporate gifting accounts for the largest share of that growth, up 12% year on year. But the more telling trend is the rise in per-unit spend. Companies aren't just buying more merch. They're buying better merch, with average order values climbing steadily as brands shift away from volume-based thinking toward quality and longevity.
Brands have realised that a well-made product in someone's hands is worth more than a hundred digital impressions.
David Larter, CEO of Jolly Group
For brands yet to take their merch strategy seriously, the window to catch up is narrowing.
Corporate gifting accounts for the largest share of that growth, up 12% year on year. But the more telling trend is the rise in per-unit spend. Companies aren't just buying more merch. They're buying better merch, with average order values climbing steadily as brands shift away from volume-based thinking toward quality and longevity.
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