The best branded merchandise, according to customers

By Samantha O'Rourke

Branded merchandise can do more than put a business name on a T-shirt. The right item can celebrate a favorite brewery, preserve a travel memory or help customers show support for a business in their community. But what makes people choose one piece of branded merch over another, and what keeps them from buying?

We surveyed more than 1,000 Americans to identify the best branded merchandise for local businesses, which branded merch ideas shoppers prefer, how much they would spend, and where they are most likely to make a purchase. The findings offer a practical guide to selecting, pricing and displaying branded merch.

How often do people buy branded merchandise from local businesses

Local business merch already has a broad customer base. Nearly 9 in 10 Americans surveyed (88%) said they had purchased branded merchandise from a local business at some point. In 2026, 81% had made a purchase. Nearly one-third (31.5%) buy local merch about once or twice a year, while 23.3% make a purchase every few months.

Overall, 66% buy branded merch from a local business at least 1–2 times per year. Younger shoppers are especially active. Nearly half of Gen Zers (45%) buy local business merch every few months or more often, compared with 28% of Gen Xers and 23% of Baby Boomers. That pattern gives local businesses a reason to keep fresh, appealing merchandise in view for shoppers who may return throughout the year.

Which local businesses are customers most likely to buy branded merch from?

Coffee shops and cafés top the list: 50.9% of Americans say they would be likely to buy branded merchandise from one. Local restaurants follow at 40.6%, then bookstores or record stores at 39.3%, and breweries, taprooms or bars at 33.6%.

These businesses often give customers something to connect with beyond a transaction. A favorite coffee shop can be part of a daily routine; a restaurant or brewery can mark a night out with friends; and a bookstore can reflect a customer’s interests. A T-shirt, mug or tote can turn that connection into a useful keepsake. This is an interpretation of the survey results, but it suggests why merchandise can work particularly well for businesses with regulars, recognizable style or a strong sense of place.

Farmers market vendors (26.5%) and gyms or fitness studios (25.5%) also have opportunities to reach customers through branded merchandise. Local businesses can start with products that fit how customers already spend time with them, then build out a collection if shoppers respond.

What branded merchandise do customers want most?

When shoppers were asked which type of branded merchandise they would be most likely to buy, the T-shirt stood out. Over seventy-five percent of customers selected it, making it the clear favorite. Coffee mugs, sweatshirts, hats and tote bags also offer local businesses strong options for expanding a merch line.

Here’s the full list of responses:

• T-shirt — 75.8%

• Coffee mug — 43.6%

• Hoodie or sweatshirt — 38.4%

• Hat or beanie — 35.2%

• Tote bag — 35.2%

• Sticker or decal — 34.4%

• Water bottle or tumbler — 26.5%

• Pin, patch or keychain — 23.7%

• Home goods (e.g., candles, blankets, glassware) — 23.5%

• Notebook or journal — 13.6%

• Pet accessory — 11.4%

• Other — 2.9%

Apparel lets customers wear a design or show their connection to a place, while mugs, bottles and tote bags can become part of everyday routines. These familiar, functional products may also feel like lower-effort purchases because shoppers already know how they would use them.

“Local businesses do not need to display a lot of products to start a merch line,” said Carrie Kramer, a merchandiser at 4imprint. “Start with two or three items that already fit the business, like a bookstore tote or a brewery pint glass. Design a logo or message that feels specific to that place; the best designs usually refer to something regulars already recognize. Think of a neighborhood landmark, an inside joke or a phrase people associate with the business.”

Why do people buy local branded merchandise and what puts them off?

For many shoppers, buying local branded merchandise is a way to support a business and the community they care about. More than 1 in 3 Americans (34.4%) name that as their top reason. A connection to a meaningful place, event, or travel memory (16.8%), high-quality and durable materials (16.7%), and a unique design not sold elsewhere (16.5%) are also key motivators.

The leading motivation varies by generation. A meaningful place, event, or travel memory is the top reason for 27% of Baby Boomers, almost double the rate among Gen X (15%) and Millennials (16%). Gen Z is more than three times as likely as Baby Boomers to be motivated by high-quality, durable materials (25% vs. 8%). Branded merch ideas that appeal to these different motivations include local references, memorable designs, and premium products such as heavyweight cotton T-shirts, canvas totes, ceramic mugs and stainless-steel drinkware.

Price is the biggest barrier to buying branded merch. More than half of Americans (52.82%) say high prices would stop them from buying branded merchandise from a local business. Poor quality is the next most common concern. Here are all the reasons respondents selected:

• Too expensive — 52.82%

• Poor quality — 24.33%

• Not practical or useful enough — 9.59%

• Logo too prominent or looks like an ad — 6.53%

• Limited size, color or style options — 5.74%

• Other — 0.99%

Taken together, the results suggest that the best branded merchandise for companies is fairly priced, well-made, useful and designed with the customer in mind. A local logo can be part of that design without being the only thing that makes the item appealing.

How much will customers pay for a branded T-shirt?

Most Americans (80%) don’t want to pay over $35 for a T-shirt from a local business, and the largest share (47%) don’t want to pay over $25. Millennials are the generation most likely to pay $35 or more for a local business T-shirt.

The $50 T-shirt has also become a visible premium price point in artist and licensed merchandise; for example, recent Harry Styles tour merchandise was priced at $50 opens in new window. But a price that may work for a major artist or a highly anticipated drop may not resonate with customers buying from a neighborhood business. In this survey, most respondents put their ceiling below $35. Keeping prices accessible—or making the value clear through quality, design and local meaning—may help businesses avoid sticker shock.

Where do customers discover branded merch?

For local businesses, the store itself can be a powerful place to introduce merchandise. Eighty-seven percent of Americans say they are more likely to buy branded merchandise spontaneously in-store than online. Displays throughout the business are the most influential placement, selected by 44.7% of respondents.

The top three ways shoppers say they would be influenced to buy are all offline:

• Merchandise displays throughout the business — 44.7%

• Near the checkout counter — 20.2%

• At a market, festival or pop-up event — 13.6%

• On Instagram, TikTok or other social media — 9.2%

• On the business’s website — 8.3%

• Through a friend or family member — 2.4%

• Other — 1.6%

In-store displays influence nearly five times as many shoppers as social media. For a small business, that could mean placing T-shirts where customers can browse them, putting mugs near the counter or bringing a compact selection to a local market. Social channels and websites can still help customers discover a product, but the survey suggests physical visibility is especially important for spontaneous purchases.

Can branded merchandise make a good holiday gift? 

More than half of Americans (57%) say they are likely to purchase branded merchandise from a local business as a holiday gift for someone. Gen Z and Millennials are the most likely generations to gift local business merch this holiday season. A product tied to a favorite café, shop, or neighborhood can feel more personal than a generic gift, particularly when the recipient already has a connection to the business or place.

The major shopping weekend may also be an opportunity: 78% of Americans say they would consider purchasing branded merchandise from a local business during Black Friday weekend sales this year. Businesses can make the most of that interest by putting products where customers can see them, offering clear pricing and promoting giftable items ahead of the holiday rush. A limited-time offer can draw attention, while a well-made, thoughtfully designed product gives shoppers a reason to buy beyond the discount.

How local businesses can build a merch line customers want

The best branded merchandise gives customers a reason to choose it beyond the logo. The survey points to a practical formula for local businesses: start with products shoppers already want, keep prices within reach, make the design feel worth wearing or using, and put merchandise where customers can see it. Whether a T-shirt celebrates a favorite local spot or a mug becomes part of someone’s morning routine, a thoughtful merch line can help turn customer appreciation into lasting connection. 

Explore 4imprint’s selection of customizable apparel, drinkware, technology products, outdoor essentials, and more to find branded merchandise customers will be glad to keep.

Samantha O'Rourke

Samantha O’Rourke is an experienced SEO digital analyst and copywriter with a decade of expertise in the promotional products industry. With a strong foundation in marketing and a keen eye for emerging e-commerce trends, she stays on top of what’s new and noteworthy in 4imprint’s product offerings. As a regular contributor to 4imprint’s blog, Samantha offers insights on how businesses can use promotional products to stand out, connect with their audiences and succeed in a crowded marketplace.

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