What is Merch and Why is it Needed in Business?

Merchandise, or promotional items, have been around far longer than most people realise, just not in the way we think about them today.

The first promotional item dates back over 230 years to 1789: a commemorative button created for George Washington’s inauguration. Promotional items are still used by governments today, but don’t let that put you off using merch for your business!

The first time that merch was used in the way that we see it today was in 1878, and it was our trusty faithful the tote bag. It was created for a shoe shop by Jasper Freemont Meek and it’s been carrying its weight in the world of merch ever since.

OK, enough with the terrible puns and merch history lesson!

But these two examples matter for a reason – and more than just me geeking off over merch (I really do love it that much!)

Firstly, merch has always existed to serve a purpose, and that purpose can change over time. But we need to know what that purpose is.

Secondly, if it was good enough for the first President, then it’s good enough for your business.

Why merch gets such a bad reputation

Merch has a bad rep - that it doesn't work and it is pointless. That is because it is normally treated as an afterthought and people aren't doing it right.

Something panic-ordered the week before an event.
Something chosen quickly because “everyone else is doing it”.
Something that looks fine on a table but doesn’t really do anything.

And that’s exactly why so many businesses think merch doesn’t work.

Not because merch is ineffective, but because no thought has gone into what it’s for or how it’s meant to be used.

Merch is no different from any other part of your business.

Think of it like Social Media. When you put no effort into your content - it doesn't perform well.

Merch needs intention.
It needs a plan.
And it needs context.

What merch actually is (and what it isn’t)

At its core, merch is a physical extension of your brand.

It’s what helps someone remember you after a conversation.
It’s what draws someone in because they like how it looks or feels.
It’s what sits on a desk, in a bag, or at home and quietly reminds someone of the time they met you or interacted with your business.

Merch is not just branded stuff.

It’s not a logo slapped onto a product.
It’s not a freebie for the sake of it.
And it’s definitely not something you order just because you’re attending an event next week.

When done properly, merch isn’t decoration.
It’s communication.

Why merch exists in business

We live in a loud world.

Everyone is posting.
Everyone is selling.
Everyone is trying to be seen.

Merch exists because physical touchpoints cut through digital noise.

A social post isn’t guaranteed to be seen.
An email isn’t guaranteed to be opened.
An advert has to work extremely hard to earn attention.

But a physical item sticks around.

That doesn’t mean merch replaces marketing. It simply doesn’t.
But it supports it. Reinforces it. Strengthens it.

Merch gives people something tangible to connect your name, your energy, and your business to.

In business terms, merch supports:

• Visibility – being remembered after the moment has passed

• Connection – making your brand feel real, not abstract

• Credibility – showing you’ve thought about how you show up

• Consistency – reinforcing who you are and what you stand for

None of that happens by accident.

Why some businesses don’t need merch yet

This might sound controversial coming from a merch business, but here’s the truth:

Not every business needs merch.

Merch can be a starting point in your marketing, but only when you’re ready to attract new people in real-life spaces, such as events and networking.

Not to generate income.
Not to build loyalty.
Not to “have something because it makes you a legit business”.

To get new eyes on you in the real world.

If you don’t know who you’re trying to attract, merch won’t fix that.
If you don’t attend events or build relationships, merch won’t create them.
If you’re unclear on what your business actually does, merch will only amplify the confusion.

So when people say, “We tried merch and it didn’t work,” what they usually mean is there was:

• no strategy

• no purpose

• no plan

Merch doesn’t fail.
Context does.

So when is merch needed in business?

Merch becomes valuable when:

• people are meeting you in real life

• you want to be remembered after a conversation

• you’re building a community, audience, or client base

• you want to reinforce your brand beyond social media

At that stage, merch acts as a bridge.

It bridges:

• the gap between meeting someone and them remembering you

• the gap between awareness and follow-up

• the gap between “nice conversation” and “I’ll look them up later”

And importantly, it does this without you having to pitch.

The real reason merch matters

Merch isn’t about volume.
It isn’t about slapping your logo on everything.
And it doesn’t need to be flashy or expensive.

Good merch is about intention.

Who is it for?
What do you want someone to feel when they see it?
Where will it live once it leaves your hands?
How does it support the experience of your brand?

When those questions are answered, merch becomes powerful.
When they aren’t, merch becomes clutter.

At its best, merch does one simple thing:

It helps the right people remember you for the right reasons.

And once you understand that, merch stops being a box to tick and starts becoming a tool you can actually use.

In the next post, we’ll dig into the purpose of merch and what it’s really for, because that’s where everything truly clicks.

Mother knows best.