Let’s be honest: Most trade show swag belongs in the trash.
You know the drill. You attend a trade show, and within 20 minutes, your tote bag (that you got from the first booth) is filled with promotional pens that don’t work, stress balls that’ll never get squeezed, and a USB drive with less storage than a single iPhone photo.
By the end of day one, you’re carrying around 5 pounds of branded garbage that you’ll “sort through later” (translation: throw away in your hotel room).
But here’s the thing: Some companies are absolutely crushing it with their trade show swag strategy. And I’m not talking about spending $50,000 on a celebrity appearance or building a two-story booth that looks like something from Coachella.
I’m talking about smart, memorable, actually-useful swag that makes people want to visit your booth AND remember your brand long after the show ends.
I Did the Research So You Don’t Have To
I dove deep into a Reddit thread on r/sales with over 250 comments from sales professionals discussing what trade show swag actually works. These are people who attend 10-40 trade shows per year. They’ve seen it all, grabbed it all, and thrown most of it away.
The insights? Absolutely gold.
So here are the 15 best trade show swag ideas according to people who actually attend these things, plus the items that universally suck (spoiler: your branded pen probably made the list).
THE WINNERS: 15 Swag Ideas That Sales Pros Actually Love
1. Fresh Juice Bar or Espresso Station
The #1 most upvoted comment came from someone who ditched swag entirely and set up a fresh-squeezed orange juice bar at their booth.
The genius here? It’s a pattern interrupt. Trade shows are exhausting. Attendees are in a haze after booth #47. Then suddenly they smell fresh oranges and see actual humans making fresh juice, and they snap out of their stupor.
One Redditor explained: “You would not believe the chat we could have while people waited for their juice. Follow up calls the week after: ‘hey we were the guys with the juice bar.’ Outrageously effective and memorable.”
The variation: Coffee stations work too. Multiple people mentioned barista setups with real espresso, cappuccinos, and lattes. One company used a cheap Keurig machine to create a “bottleneck where you can talk to the person as they select their option and wait for the brew.”
Why it works: People want refreshment more than they want your logo on a thing. You’re solving an immediate need while creating 3-5 minutes of genuine conversation time. Plus, everyone walking by with your branded cup becomes a walking advertisement.
Pro tip from the thread: Most trade shows restrict food/beverage to protect their own sponsorships, so check the rules first. But one commenter noted: “Most of the time, this is not allowed by the trade show. They want to sell food sponsorships and whatnot.” So your mileage may vary.
2. Branded Tide Pens
This was mentioned by at least 8 different people as the BEST small swag item they’ve ever received.
One medical device sales rep said: “The best I’ve seen has been branded tide pens and wrinkle release. One of the things that’s handy to leave in your bag, so it gets repeat views.”
Another person said: “People were literally begging for our Tide pens.”
Why it works: Everyone who travels for work has spilled coffee on themselves approximately 47 times. A Tide pen is genuinely useful, small enough to carry, and something people actually seek out. Plus, it fits in a laptop bag or purse, so they see your logo every time they open it.
The bonus: It’s especially clutch for people staying in hotels, which at most trade shows is everyone.
3. Professional LinkedIn Headshots
This one is absolutely brilliant and I’m shocked more companies don’t do it.
The idea: Hire a professional photographer and offer free professional headshots to anyone who stops by your booth. They get their photos emailed to them after the show.
One commenter explained: “Think about it – everyone at these shows are already wearing best attire, and most probably would love a free profile photo upgrade for their linkedin profile. And since they’ll have to give you their contact info to receive the shots after the show, you’re guaranteed to get the info of everyone that stops by!”
Why it works:
- People genuinely want better LinkedIn photos but never get around to scheduling a photographer
- Creates a natural line/buzz at your booth
- Guarantees you collect accurate contact information (they WANT you to have their email)
- Zero competition – almost no one else is doing this
The follow-up: One person saw this at KBIS in Vegas and said the line was already too long by the time they got there. That’s the kind of problem you want to have.
4. High-Quality Pens (Not the Cheap Ones)
Here’s the universal truth from the thread: If you give away pens, they better be NICE pens.
Multiple people specifically mentioned Sharpie pens as their go-to. Others mentioned pens with lights in them, fidget pens, or mini Sharpies that clip to golf bags.
One commenter nailed it: “Companies that give out shitty pens tend to have shitty products.”
Another said: “When I get a pen that sucks, immediately in the trash.”
But the flip side? “I horde the nice pens my company uses as giveaways because customers and prospects love them so much. They’re always skeptical when I hand it to them and tell them it’s a nice pen. Meanwhile, when I visit a year later, it’s sitting right there in the coffee mug on their desk.”
Why it works: A quality pen actually gets used. A cheap pen that stops working after three uses makes people associate your brand with disappointment.
Industry-specific win: In pharma/biotech, pens shaped like pipettors are apparently always a hit. Know your audience.
5. Teddy Bears or Plush Toys
This one surprised me, but multiple exhibitors swear by it.
One person said: “Teddy bears with the company logo on them, I shit you not I run out every show.”
The psychology: Trade show attendees are often away from their kids. Bringing home a branded teddy bear = instant parent points. They also work for people with dogs (yes, really – one person said their dog checks their suitcase after every trade show looking for the teddy bear).
One commenter explained the lasting power: “They are popular because a lot of people are away from kids to attend conferences and they get browning points with the family when they return. They also have good sticking power because they stay in the house for a while. I can remember three companies who I’ve taken their teddies.”
The execution: Usually it’s a branded top that slips onto the bear. Quality matters here too – cheap stuffed animals feel cheap.
ROI insight: A fintech company spent 2-3x the suggested budget on quality teddy bears and reported it was absolutely worth the ROI because people would say “my kid loves that bull stuffy you gave us” in follow-up conversations.
6. Branded Tide-to-Go Pens
Wait, didn’t we already cover this? YES. Because it was mentioned THAT many times and deserves its own section.
People are OBSESSED with these things at trade shows.
7. Items for Kids
Beyond teddy bears, other kid-friendly items crush it at trade shows.
Examples from the thread:
- Travel Uno decks
- Travel puzzles
- Build-your-own LEGO minifigures
- Nostalgic toys
- Dog toys (yes, really – one person said “anything my dog can chew on”)
One Redditor summed it up: “A lot of people in my industry are looking for things to take home to their kids, so this sort of thing fits the bill AND it’s more interesting than a pen or notebook.”
The strategy: This works especially well in industries where decision-makers are parents (which is most industries). You’re not just giving them swag – you’re giving them a peace offering for being away from home.
8. Cheesy T-Shirts with Great One-Liners
If you’re going to do t-shirts, make them funny or clever enough that people actually want to wear them.
Examples from the thread:
From a CPA prep company:
- “LIFO the party”
- “It’s accruel world”
- “Freak in the spreadsheets”
From an education company:
- “It’s in the syllabus” (their fastest-selling shirt)
- “I love π”
One person has a shirt with an Oregon Trail graphic that says “You died from PowerPoint” – perfect for the endless-demo crowd.
Why it works: If someone actually wears your shirt outside of the trade show, that’s premium advertising. But they’ll only wear it if it’s genuinely funny or something they’re proud to be associated with.
Critical note from the thread: Keep the branding subtle. One startup founder noted: “Whatever you do – the less ‘loud’ your company branding is, the more likely people will actually keep using it after the event and you get the additional marketing benefit.”
The next-level play: One Redditor mentioned seeing live airbrushed t-shirts at trade shows: “Have an artist(s) come and make airbrushed t-shirts. Lines around the corner. Each shirt only takes 5 minutes to make.” The personalization angle (adding someone’s name to the design) creates instant attachment – people actually keep something with their name on it, even if it also has your logo.
9. Practical Tools & Multi-Tools
This is especially effective in construction, trades, or technical industries.
Examples from the thread:
- Magnetic levels (construction industry gold)
- Mini screwdrivers
- Keychain tape measure + level combos
- Chip clips
- Bottle opener keychains
- Small flashlights
One person in construction said: “We’re in the construction industry and our magnetic levels are always a hit. We’d tell everyone the price for a level is a badge scan.” (Genius qualification method, by the way.)
Why it works: These are genuinely useful tools that people keep in their toolbox, car, or junk drawer. Every time they need it, they see your logo. Some of these items can last 10+ years.
10. Food Experiences at the Booth
Not just juice and coffee – actual food that people can smell from three aisles away.
The gold standard from the thread: Fresh-baked cookies
One person described a company that brought cookie dough and a small oven: “You could smell those things a mile away, and people would queue to get a nice, warm cookie. I couldn’t believe how effective that was.”
Other winning food ideas:
- Ice cream cart (“scan for scoop” strategy)
- Popcorn machine (cost less than $100, created buzz all day)
- Warm cookies (Otis Spunkmeyer dough + tabletop oven)
- Pick-and-mix candy dispenser
- Donut shop setup (complete with coffee)
- Fresh pastries
The power move: One company got the Cake Boss (Buddy V) to make a huge sheet cake for their event. Was it expensive? Yes. Did people remember it? Absolutely.
Why it works: Scent is the strongest sense tied to memory. The smell of fresh cookies or popcorn cuts through the visual noise of a trade show floor and draws people in on a primal level.
11. Quality Hats
Not cheap promotional hats – NICE hats.
Multiple people mentioned Richardson hats specifically. One person said: “I never not run out of hats when I do events. We hand out nice Richardson hats and people can’t get enough of them. I’ll have people come by my booth wearing the one I gave them the year before just to swap it out for a new one.”
Why it works: A quality hat gets worn. A cheap hat gets left in a hotel room. People will literally come back year after year for your hat if it’s good enough.
Pro tip: Hats work even better if you sell to people who work outdoors or in industries where hats are part of the uniform.
12. Charging Cables & Portable Chargers
In our phone-obsessed world, these are universally appreciated.
The best version from the thread: Multi-charging cables that work across all devices (Lightning + USB-C + Micro USB all in one).
One person noted: “Branded bundle of different types of charging cables. Also, a good quality travel size umbrella is a hit.”
Why it works: Everyone’s phone dies at trade shows. Being the hero with the charging solution creates instant goodwill. Plus, these items get used multiple times per week, giving your brand repeated exposure.
The portable charger angle: Small battery banks (the kind that give at least half a phone charge) are also winners. One commenter got them for $5-10 each and said they were appreciated by everyone.
13. Friendship Bracelet Station
This one is oddly specific but BRILLIANT for certain audiences.
One person who exhibits at marketing shows (80% women decision-makers) said: “We set up a friendship bracelet stand and it’s perfect. Women of all ages will stand there for the 4 minutes it takes to assemble one and talk the whole time. Something about having a simple hands on activity is huge. We give them little mesh jewelry bags with our info to take with them. We get sales off of that every year.”
Why it works:
- Creates dwell time at your booth (3-5 minutes while they make the bracelet)
- Hands-on activities are calming and make people more receptive to conversation
- The final product is something they made themselves, so it has personal value
- Perfect pattern interrupt from typical booth interactions
The warning: “Would not work at a heavy equipment show.”
The premium version: One marketer suggested having custom charms or beads made based on your branding/mascot if you have fun brand imagery.
14. Socks
Yes, socks. Multiple people swore by this.
One person said: “Branded socks and a ‘choose your print’ printed t-shirt. On the socks, we had people coming up to our booth 7 years later still pulling up the pant legs to show us they had them on. Brilliant.”
Another: “We ordered socks from Alibaba with our logo embroidered for less than $2pp and people LOVED them!”
Why it works: Socks are useful, everyone wears them, and if they’re quality socks people will legitimately wear them regularly. One company became legendary in their industry for socks and now does limited editions for specific conferences – people trade them like Disney pins.
Critical success factor: These need to be GOOD socks. Not the cheap thin ones. Think athletic socks or fun patterned socks.
15. The “No Swag” Strategy: Experiences Only
The ultimate contrarian approach: Ditch physical swag entirely and create an experience.
Winning examples from the thread:
- Massage chairs or professional masseuses (5-10 minute massages)
- Arcade games (make it 2-player so you can chat while they play)
- Interactive hangout areas
- Collaborative robots playing bartender/barista
- Yo-Yos and pop rocks with a 90’s theme booth
One person hired a masseuse for 5-10 minute mini massages: “We had them schedule a time to get a massage and it was an easy natural way to get their contact info and start a conversation. Also when they came for their time and they were waiting they were talkative. Good follow-up after the show as well.”
Why it works: In a sea of stuff, being the booth that offers rest, entertainment, or genuine relief from the trade show grind makes you unforgettable.
THE LOSERS: What NOT to Give Away (According to Reddit)
Now for the fun part – what everyone hates.
❌ Cheap Pens That Don’t Work
This was the #1 most-hated item. Multiple people said they throw them away immediately.
One person said: “I’m so tired of those shitty pens that don’t work and break.”
Remember: If you’re doing pens, do NICE pens. Otherwise, don’t do pens.
❌ Drawstring Bags, Random Cups, Basic Lanyards
The generic trinity of terrible swag.
One Redditor perfectly captured it: “The worst part about trade shows is the multitude of cheap Chinese swag that you accumulate. No, I don’t need another drawstring bag; no, I don’t want another random cup that’ll never get used; no, I don’t need another lanyard.”
❌ Anything Bulky or Heavy
One person pointed out: “Nothing bulky, like Frisbees. People have to put this shit in their already packed suitcase or book bag.”
Trade show attendees are travelers. If it doesn’t fit easily in a suitcase, it’s getting tossed.
❌ Cheap Chapstick
Multiple people noted that cheap promotional chapstick is “like straight up rubbing a candle on your lips.”
One person suggested: “That’s usually the cheapest ‘chapstick.’ I wonder if Aquaphor would let you brand some tubes.”
If you’re doing lip balm, spring for the good stuff.
❌ Items That End Up in Other People’s Bags
One person made a brilliant point about bags: “Don’t bother with paper/plastic bags unless your booth is near the entrance and you are willing to give away the biggest bags at the trade show. Otherwise, the bags you give away will just end up in a competitor’s bag.”
Brutal but true.
The Secret Sauce: What Makes Swag Actually Work
After reading 250+ comments, some clear patterns emerged about what separates great swag from garbage:
1. Quality Over Quantity
One company follows a simple rule: “We do not want to give away stuff that will just end up in the trash, as it is essentially throwing away money. The best indicator is when the marketing team presents their giveaways internally, and suddenly, everyone in the company wants one for themselves.”
They’d rather give a $30 pen to one promising prospect than 60 cheap pens to random visitors.
2. Know Your Audience
A friendship bracelet station crushes it at marketing conferences with female decision-makers. Magnetic levels work great in construction. Pipettor-shaped pens kill it in pharma.
One attendee who goes to 30-40 trade shows per year noted: “Swag really depends on your audience. The higher you go the less they care about swag.”
3. Experiences > Stuff
The most upvoted ideas weren’t things – they were experiences. Juice bars, coffee stations, headshots, massages. These create conversations, memories, and genuine value.
One person summarized it perfectly: “I think the idea of merch is poorly understood a lot of the time. ‘Every time they use the pen they will see our brand.’ Not going to happen!”
4. Solve an Immediate Problem
The best swag solves a problem the attendee has RIGHT NOW:
- Tired? Here’s fresh juice
- Phone dying? Here’s a charging cable
- Coffee-stained shirt? Here’s a Tide pen
- Need a bag to carry all this stuff? Here’s a quality tote
- Hungry? Here’s a fresh cookie
5. Create Dwell Time
The juice bar, bracelet station, massage chair, and food experiences all do something critical: They keep people at your booth for 3-10 minutes. That’s enough time to have a real conversation and qualify them as a lead.
6. Make It Instagram-Worthy
Multiple people mentioned booths that were LOUD yellow, had puppies, featured celebrities, or had robots making drinks. These aren’t just tactics – they’re content creation opportunities. When attendees post about your booth on social media, you win.
The Controversial Take: Maybe Skip Swag Entirely?
One heavily downvoted (but thought-provoking) comment suggested ditching swag completely:
“I don’t offer any and here is why. I attend trade shows to have intentional closing or advance conversations with prospects, not to be a flea market. My product will make you exponentially more money than a hat, tee shirt or trinket. If as an attendee you disagree you are not a serious prospect. Get the fuck out of my booth, and don’t waste my time, if that is all you want. My swag is $$$$$ moves.”
While this is harsh, there’s a kernel of truth: Swag should enhance your strategy, not BE your strategy.
One marketer responded with a more nuanced version: Use high-value swag as an incentive to book a post-show meeting. Only serious prospects will take a 10-minute call for even the best swag, which helps you qualify leads.
Real-World Success Story: The Power of Personalization
Full transparency: I’m sharing this because it’s literally what we do at Airbrush Events, and I wanted to see if our clients’ feedback matched what the broader trade show community thinks about swag.
Spoiler: It does.
We’ve been working with vendors at trade shows (software, dental companies, veterinarians) for years. Instead of just handing out branded t-shirts and hats to everyone who walks by, we bring in professional airbrush artists who customize each item on the spot.
The setup: Attendees can get their name airbrushed onto a hat or t-shirt (with the vendor’s branding tastefully incorporated), and it creates this incredible visual spectacle that draws crowds. People walking down the aisle see someone getting a custom “Sarah” or “Dr. Chen” hat airbrushed in real-time, and suddenly there’s a line.
The vendors use it as a qualification tool:
Qualified leads (people who scan badges, book demos, or meet certain criteria) get the premium personalized t-shirt or hat
Everyone else can get an airbrushed temporary tattoo – still fun and memorable, but way more cost-effective
One of our regular clients told us: “We ask for you guys back every year. We always generate sales when you’re at our booth, and honestly, we believe without you there, a lot of these dentists wouldn’t have even stopped by. The ROI is insane.”
Here’s why I think it works so well: Instead of spending $15 per person on t-shirts that 90% of people abandon in their hotel room, you’re creating a 5-10 minute experience where sales teams can have real conversations with qualified prospects. The people who get custom swag actually keep it (because it has THEIR name on it), and the visual spectacle creates natural buzz that drives booth traffic.
The Tactical Playbook: How to Actually Execute This
Based on the Reddit wisdom, here’s your action plan:
For Limited Budgets:
- Skip traditional swag – Set up a Keurig machine or buy a $100 popcorn maker
- If you must do physical items – Tide pens, quality pens, or chip clips
- Focus on qualifying – Only give premium items (like nice tumblers) to people who scan their badge and answer 2-3 qualifying questions
For Medium Budgets:
- Food/beverage experience – Fresh cookies, juice bar, or coffee station
- Quality wearables – Nice hats or branded socks from a good supplier
- Practical tools – Multi-charging cables or industry-specific tools
- Save premium swag – Keep branded Yeti mugs or high-end items for VIP prospects only
For Bigger Budgets:
- Professional headshots – Hire a photographer for the day
- Massage chairs or masseuses – Create an experience people remember
- Custom interactive experiences – Arcade games, bracelet stations, robot bartenders
- Premium giveaways – Raffle off Apple Watches, iPads, branded Theraguns
The Universal Rules:
- ✅ Make it useful or edible
- ✅ Solve an immediate problem
- ✅ Create conversation time
- ✅ Think about TSA (will it fit in a carry-on?)
- ✅ Test it yourself (would you actually keep it?)
- ❌ Don’t give out cheap versions of anything
- ❌ Don’t make people carry heavy/bulky items
- ❌ Don’t scan every badge without qualifying
The Follow-Up Game
Multiple Redditors mentioned creative follow-up strategies:
LiquidIV on Day 2 or 3: One person hands out LiquidIV packets on the second or third morning with their business card. Hungover attendees stop by later in the day to thank them and grab another. Genius.
The personalized approach: The absolute winner for effort was a marketing intern who called prospects before the show asking what swag they’d like. She then bought personalized items (anything their dog can chew on, etc.) and texted them: “Hey it’s [NAME], I got the job. I brought a dog toy for you if you stop by the booth.”
Under the booth they had Walmart bags with people’s names on them. Anything they didn’t give away, they returned to Walmart. Talk about personalization at scale.
Final Thoughts: The Real Trade Show Secret
After analyzing hundreds of comments, here’s the truth: The best “swag” isn’t swag at all.
The booths people remember are the ones that:
- Made them laugh
- Solved a real problem
- Created a genuine human interaction
- Gave them a story to tell
- Respected their time and intelligence
One person captured it perfectly: “The best show had no swag. We had a freshly squeezed orange juice bar. Outrageously effective and memorable.”
So before you order 500 branded stress balls, ask yourself:
“Would I actually keep this? Would I tell someone about this? Will this create a conversation worth having?”
If the answer is no, save your money and buy a juicer instead.
Your Turn: What’s the Best (or Worst) Trade Show Swag You’ve Ever Gotten?
I’d love to hear your stories. Have you seen any of these tactics in action? Or do you have a trade show swag horror story that deserves to be shared?
Drop a comment and let me know what you think about these strategies – and whether your company is still giving out those terrible pens that stop working after three uses. (If so, this article is your intervention.)
And if you’re headed to a trade show soon? Do yourself a favor: Skip the cheap Chinese trinkets and make some fresh orange juice instead.
Your booth traffic (and the planet) will thank you.
P.S. – Shout out to the r/sales community for the incredible insights. That thread was an absolute masterclass in trade show strategy disguised as casual Reddit banter.
What to read next: Finding the Best Event Vendors for College Campus Events