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In 2026, merchandise trends are shifting from volume-led giveaways to meaningful brand experiences.
In this post, we explore the cultural and commercial trends shaping merchandise, gifting and brand experiences in 2026, as well as what this means for B2B brands when it comes to their merchandise.
We all love a good trend.
Something to connect with, to guide our strategies, to inform us of how everyone’s feeling.
Trends are like little marketing litmus papers, putting the feelers out for all those, well, feelings.
And this year, everyone’s feeling loved-up. Happy. Silly. Care-free.
We’re soooo determined that 2026 is going to be our feel-good year - mentally, and physically.
It’s going to be all about those wonderful micro-moments of deep connection - chuckles of brand identity turned into a cacophony of brand loyalty.
It’s time to grab those '90s glowsticks; it’s going to get LOUD.
But remember: everything is about balance. Prioritising slowing down, sustainable materials, and personalised gifting.
Either way, it’s about building those lasting, authentic, emotional bonds with your audience.
And they want more.
More authenticity.
More humour.
More moments where they feel like they belong.
They’re tired of the same old ‘just add a logo’ mentality - they want stories that resonate.
That’s why 2026 will be the year your brand gives them a story they’ll never forget.
You ready? Here are 26 merchandise trends for 2026.
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Key Takeaways on merchandise trend predictions for 2026
- Merchandise is becoming emotion-led, not transactional
- Micro-celebrations and personal milestones are reshaping brand gifting
- AI is influencing discovery, not replacing creativity
- Physical brand experiences outperform digital-only campaigns
- Sustainability must be material, not performative
- Multi-sensory marketing is leading the way - especially with music
- Wellness lies in the micro-moments of restorative calm
- Authenticity should be at the heart of everything you do this year
25 merchandise trend predictions for 2026
Channelling your inner social butterfly
1. Micro-celebrations
In 2026, we’ll be celebrating the smaller, more nuanced moments in our lives.
You won’t just be celebrating promotions, marriages, and house sales; you’ll be throwing parties for great work projects, new pets, and paying off a loan.
It’s all about:
- Sharing small, but regular, moments of authentic joy
- Celebrating the attainability of the achievement
- Shifting away from societal measures of success
For merch, this means: gifts for personal milestones, life experiences, and unique celebrations. It’s not just about tenure or achieving big goals anymore - it’s about authentic, heartfelt relationship building and connecting with your audience on a more personal level.
2. Community-led experiences
Loneliness is a big problem, especially here in the UK, where sadly, 3.83 million people have said they’ve experienced chronic loneliness. We’re all just so busy, living our lives online, apart from those physically nearest us.
That’s why we’re determined to tackle our disjointed relationships this year.
Your calendar will soon fill up with:
- Shared rituals with friends (weekly coffee trips, sea swims, games nights)
- Community dining experiences (street BBQs, neighbourhood dinner parties)
- Collective celebrations of shared moments (village quiz nights, potlucks)
For merch, this means: products that encourage participation. Think shared-use products, hosting kits and experience-led bundles. People will love merch that brings people together rather than sitting unused on desks.
3. Region-specific campaigns
The internet has been great at connecting us over long distances, where regionality no longer plays a part in building relationships.
However, we’re all feeling digitally exhausted, not sure if we can trust what we see online, and tired of second-guessing everything we read.
That’s why, in 2026, regional-specific campaigns will bring a breath of fresh air.
- They’ll feel honest
- They’ll enhance a sense of belonging
- They’ll make you feel a part of a community
This is where community-driven brands will shine.
For merch, this means: localised merchandise runs, region-specific campaigns and community-led collaborations. When your audience sees themselves in your brand, loyalty follows.
IRL connections win every time
4. Physical touchpoints
Building on IRL social interactions: you need to ensure there are plenty of physical touchpoints within your campaign or brand experience.
This can look like:
- Stores
- Pop-ups
- Events
Or even something as simple as a printed catalogue.
Fun fact: physical catalogues aren’t as dead as you might think. 79% of Millennials look forward to receiving one, whilst 64% of Gen Z will actually use them as room decor.
Free wallpaper, anyone?
Physical touchpoints feel novel and meaningful - and with 70% of marketers agreeing with us, get ready to take your campaigns off screen and into their hands.
For merch, this means: taking up a physical presence. Products should be tactile, limited and emotionally resonant, lasting way beyond a single moment.
5. Strategic incentives
Discounts are so last year.
Instead, you should be looking at strategic incentives for long-term brand benefits, rather than discounting for short-term quick-fixes.
Look to:
- Personalised rewards
- Gamified loyalty
- Emotionally relevant gifting
For incentives that actually work.
For merch, this means: becoming a strategic incentive rather than a fallback. Used well, merch increases retention, strengthens loyalty programmes and protects your revenue like a little brand-loving superhero.
Share the joy
6. Playful gamification
Because playfulness is no longer unprofessional.
Gamifying your campaigns can add that extra special spin for your audience, grabbing their attention faster, and for longer.
A brand that’s doing this really well is Labubu.
They’ve managed to gamify their buyer experience by mystifying their purchasing journey.
I.e. You don’t know what Labubu you’re getting.
This is exactly what drives consumers to become repeat customers - because next time, they might just get the doll they want.
It’s this act of embracing play that connects your consumers wholeheartedly to your brand.
For merch, this means: gamified gifting formats that increase loyalty and engagement - both of which build brands. Have special edition collectable items, blind box models, or limited stock to build excitement and anticipation around your merch.
Read more: Are Labubus trolling marketers? What B2B brands can learn from the latest TikTok craze
7. Little treats
If every day you get yourself a little treat, is it still a little treat?
The ‘girl math’ behind daily moments of delight is set to make 2026 the year for little treats.
36% of consumers are happy to go into short-term debt over the things that bring them joy - it’s therefore time to embrace treat culture.
For merch, this means: quirky confectionery, adorable plushie keyrings, cute travel cups - just because. No hidden agenda. No secret clauses. Just little moments of joy brought to them through branded merch.
8. Miniature kawaii
In 2026, the cult of cute goes compact.
Kawaii’s playful, mood-boosting energy merges with the rise of miniature-everything, shaping brand and tech experiences that prioritise warmth, emotional connection and joy.
For merch, this means: cute tech, adorable plushies, mystery boxes, mini collectables, and nostalgia-fuelled fandoms. These unnecessary necessities prove that ‘delight’ can become a deliberate strategy.
Main character energy
9. Music-led experiences
I hate to break it to you, but the ‘90s were over 30 years ago.
*Cries old Millennial tears*.
To Gen Z, that’s ancient - but that’s what they find so appealing (it’s like space, but weirder).
36% of global Gen Z listen to music from this era, with revivals of raves and lo-fi music sparking nostalgia for all things party.
But it’s not just Gen Z; global revenue from live music ticket sales is projected to reach $40.65 billion by 2032
Since Oasis last summer, there’s been a surge in nostalgic hedonistic energy, where 55% of Gen Z are now listening to music for the sole reason of sparking positive nostalgic emotions.
And that, there, is why music is going to be so pivotal in 2026: emotions.
Music can completely shift the dynamic of a moment - and in 2026, the power of your activations will lie in the beat.
For merch, this means: embracing retro designs and photographic tees for enticing nostalgia. Plus, a speaker or two so you can listen to your favourite ‘90s tunes, as they were always intended to be listened to (loud).
10. Multi-sensory marketing
But it’s not just your ears getting their moment in the marketing light - it’ll also be your taste buds, your nose, and your fingertips.
It’s about getting to grips with what really resonates with your audience - and that’s multi-sensory campaigns.
A study found that by engaging the senses, not only are your brand experiences impacted, but also brand attachments and customer satisfaction increase, too.
And with 82% of global consumers expecting their senses to be engaged, you’ll be missing an easy touchpoint win if you don’t.
For merch, this means: sharing joy through products with sensory appeal for deeper consumer relationships. 49% of people are more likely to buy from brands that bring them a sense of joy, so add candles, incense, and chocolates, as well as textured packaging, to your next campaign.
11. Personalisation
Personalisation feels exclusive. Exclusivity feels expensive. Expensive feels valued.
That’s personalisation in a nutshell, basically.
Fun fact: If you spend 25% more on personalising gifts, you can double your brand’s ROI - insane, right?
But not only that, in 47% of cases of utilising personalisation, brand loyalty has increased, too.
And with AI making personalisation easier and more cost-effective than ever from a data perspective, it’ll soon be expected, and not just nice to have.
For merch, this means: adding those subtle touches of personalisation to every drop. Be it their name engraved, a handwritten thank you note, or meaningful colourways - it’s all about spending a little more time thinking about how you can make this particular merch drop extra special.
12. AI integration
Speaking about AI, 2026 is going to be all about using AI as a tool to make your IRL human-centric connections even more impactful.
We’re all SO bored of ‘AI slop’ now; it’s time to use AI for what it was meant for: research, insights and task automation.
Leaving you to do the good stuff - the fun stuff.
For merch, this means: using AI behind the scenes for forecasting, optimisation and personalisation - but still keeping creativity human-led.
The Journey
13. Gifting/buyer real-world experiences
Fun fact: Did you know that 73% say shopping at a hyped event, or pop-up, feels like being part of a cultural moment?
No longer is it big, groundbreaking (and expensive) curations that make the most impact, but rather smaller, more intuitive functions.
And when it comes to gifting and buying experiences, shaping the process of purchase is equally as important as the gift itself.
For merch, this means: limited runs of exclusive gifts, experiential retail environments and brand-led community events made even more poignant by exclusive merch.
14. Authentic storytelling
The key to following trends is making sure they fit within your authentic brand narrative - because otherwise, your audience will see right through your hunt for a quick click.
How awkward.
What isn’t awkward is sharing:
- The funny office anecdotes
- The behind-the-scenes chaos
- The brand bloopers
Fill up your content schedule by going back to the crux of your brand and what makes you, you.
For merch, this means: taking it back to where it all began. Opt for retro products with nostalgic branding to show the narrative journey your brand has been on.
15. Sustainability accountability
Everyone wants accountability when it comes to their sustainable supply chain.
- Who sourced the materials?
- How were they transported?
- What’s the carbon footprint?
Brands that embrace visibility gain trust, demonstrate integrity, and turn complex logistics into storytelling opportunities.
For merch, this means: reusable materials, zero-waste production, and traceable eco-credentials. It’s key that every touchpoint is designed with longevity and environmental responsibility in mind.
16. Transformative Teal
Teal. The colours of oceans. Of lush forests. Of vast lakes.
It literally coats our entire planet - and it’s set to be one of the most defining colours of 2026.
It’s the colour of an Earth-first mindset, of diversity in nature, of restorative energy.
It’s symbolic of calm, redirection, and resilience - everything you want your brand to be this year.
For merch, this means: choosing products that are planet-first, that are circular in design, and have accountable sustainability credentials.
17. Rhythmic living
We all look forward to certain things every year, whether it be Christmas, PSLs, or that first summer BBQ.
And that’s why 2026 is going to be all about the seasonal anchors that fill our lives with joy.
By connecting practices to the season, wellness becomes intuitive, ritualistic, and maintainable.
And a great way to do this? By embracing Rugged Luxury and enjoying nature without sacrificing home comforts
For merch, this means: playing into the seasonal shifts with products that help find timely joy, as well as high-quality outdoor gear that makes enjoying the great outdoors a breeze.
Refresh and restart
18. Restorative calm
We’re all so fed up with pushing ourselves to burnout levels of productivity.
That’s why, this year, we’re giving ourselves permission to take it easy.
For restorative calm.
It’s:
- Micro-moments of deep breathing
- 2-minute meditations fit between meetings
- Honouring the body’s craving for peace over performance
- Deliberate stillness
This year, we worship the quiet.
For merch, this means: products that encourage daily rituals: a weighted eye mask for mid-afternoon meditations, a warming ceramic mug, a notebook that asks for reflection, not productivity.
19. Cloud Dancer
Described as a ‘billowy white imbued with a feeling of serenity', Cloud Dancer serves as a beacon of calm amongst the chaos of our current societal turmoil, and that’s why it’s been named this year’s Pantone Colour of the Year.
For merch, this means: embracing modern, clean, and sleek vibes. You can either use Cloud Dancer to let your own branding pop, or keep everything monotone for a stripped-back, timeless merch strategy.
Read more: 2026 Promotional merch trends inspired by Pantone’s Colour of the Year
20. Digital detox
Fed up with doom-scrolling?
As screen time creeps ever higher, we’re all craving “The Great Digital Detox”.
Though this trend isn’t about rejecting technology, it’s about reclaiming attention and energy.
It’s about establishing tools that encourage mindful breaks.
For merch, this means: encouraging those unplugged moments. Journals, games, hiking gear - it’ll make putting your phone away easier if you’ve got *branded* distractions.
Perfectly imperfect
21. Authenticity
When incorporating humour, storytelling and authenticity into your merch strategy, your goal is, ultimately, always to create an emotional connection with your clients.
Fun fact: It’s okay to fail.
It’s okay to make mistakes - that’s what makes us lovable and fantastically human - and sharing these authentically human moments is what creates those real, “they're just like me” moments for your audience.
Perfection is out - mistakes are in.
For merch, this means: choosing products that feel considered and human - locally made, responsibly sourced, and designed with intention. It’s less about logo volume and more about sharing who you are and what you value through merch.
22. Risk-taking
Brands are taking risks, and we’re here for it!
From choosing bolder ideas, sharing opinions, and trusting creative decisions that might polarise, it’s all about backing instinct and creativity over joining the masses in boredom.
Risk-taking = being confident enough to risk not pleasing everyone, in order to truly resonate with someone.
For merch, this means: not following the rules of what promotional products are supposed to be. From unexpected formats, daring colour choices, to limited runs, and designs that feel more like collectables than giveaways.
23. Micro-wellness
It’s annoying how, every year, your big, overwhelming goals often fall flat in a few months, leaving you feeling completely deflated.
That’s why, this year, you’re going to replace them with the quiet power of micro-habits.
Tiny, deliberate actions - five-minute check-ins, daily reflections, mindful breaks - that aim for consistency, not intensity.
For merch, this means: small, thoughtful tools that support everyday pauses, such as pocket journals, desk-friendly timers, or simple prompts designed for five-minute moments. It’s about quietly embedding wellbeing into your day.
Let’s get emotional
24. Emotional comfort
Softness. Supportive. Safe.
Found in cute plushies, merch fandoms, or nostalgic childhood comforts, emotional comfort is all about offering familiar symbols that make people feel understood, held, and part of something reassuringly known.
Which is something to do with Return on Emotion.
(Side note: Remember that scene from Ratatouille? The one where the food critic, Anton Ego, gets transported back to his happy childhood memories from one taste of the meal? That’s Return on Emotion).
We talk a lot about Return on Emotion, which is all about turning every activation into an unforgettable, brand-defining moment - fueled by powerful, emotional connections.
Read more about Return on Emotion over at Brand Revolution.
For merch, this means: soft, reassuring pieces designed to ground. It’s comfort you can hold, use, and return to when everything else feels loud.
25. Family/friend bonds
Cherishing your chosen family with celebrations like Friendmas, Galentine’s Day and Friendsgiving are gaining momentum among Millennials and Gen Z - so you'd better start planning now.
And if you want your brand to be included, they have to be seen as a ‘friend’.
For merch, this means: items made to be shared, gifted, or paired - matching mugs, split sets, or keepsakes that celebrate togetherness.
26. Emotional colour cues
Colour has become an emotional shortcut - one of the fastest, most instinctive ways we process meaning.
With emotions controlling 70% of consumer behaviour, colour is a powerful relationship-building tool, rather than just a decorative afterthought.
Brands that use colour intentionally across all touchpoints can communicate trust, calm, or optimism, instantly, allowing colour to speak directly to emotion before words ever arrive.
Good ol’ rainbow.
For merch, this means: using colour intentionally to guide feeling with gentle neutrals for calm, optimistic brights for joy, deep hues for reassurance. Let colour become an emotional shortcut when deciding on products.
Question time! Frequently asked questions about 2026 merchandise trends
-
What are the biggest merchandise trends for 2026?
Micro-celebration gifting, personalisation, community-led experiences, sustainable materials and AI-informed discovery are shaping how brands approach merchandise. -
How is AI changing promotional merchandise?
AI supports forecasting, optimisation and personalisation, while creativity and storytelling remain human-led. -
Why is personalisation important for brand gifting?
Personalisation improves emotional relevance, loyalty and ROI, outperforming mass promotions. -
Are physical brand experiences still relevant?
Yes. Digital fatigue has made in-person brand experiences more valuable, particularly for younger audiences. -
How should brands approach sustainable merchandise?
By focusing on materials, longevity and reduced overproduction rather than surface-level claims.
What’s in store for 2026?
2026 = the ‘micro’ year.
- Micro-celebration
- Micro-wellness
- Micro-gifts
Squeezed in between the daily to-dos, wedged above the corporate ladder, stuffed into the emotional void that is adulthood (bills, taxes, adding to your Smiski collection - you get the drift).
2026 is the year we say stuff all that - it’s time to buy a plushie.
- Enjoy a micro-treat
- Attend a micro-event
- Laugh at a micro-reel
Micro-moments of joy dotted throughout the day to make life bearable.
And for brands, it’s about facilitating these emotions with authenticity, humour, and connection.
Because 2026 is the year of togetherness, of happiness, of laughter - and we want your brand to be a part of it.
It’s going to be the year for small things, but the emotions? They’ll be BIG.
Now, let’s go get a little treat - I think we deserve it, don’t you?
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