Early beginnings

The first known use of promotional products took the form of commemorative buttons. Military officers wore buttons to show support for George Washington during the election period. At the time, such items were expensive, so only elite members of the forces could afford them. There was no organized “industry” yet—only a few could buy and use such items for self-promotion or company promotion.

A turning point: Jasper Meek

By the late 19th century the industry began to take shape. Printer Jasper Meek of Ohio looked for work his staff could do when newspapers were not on press. Seeing schoolchildren struggle to carry their books, he printed a marketing line on book totes—“Buy Cantwell Shoes”—and distributed the totes to students. Without realizing it, the children advertised the shoe store wherever they went.
The idea worked. Revenues grew for both printer and advertiser, and printing spread to a wider range of items.

Rapid expansion

Competitors noticed. Rival newspaper printers began placing ads on more and more objects for local businesses. One rival even left the newspaper trade to focus on promotional items, introducing new print methods and hiring designers to create more creative and complex artwork.

Different adoption curves

In the United States, brands experimented widely with promotional merchandise and learned what worked. In the United Kingdom, advertisers relied longer on newspaper ads and billboards. The industry did not fully cross the Atlantic until the 1950s and did not surge until the 1970s, when large companies recognized the value of putting logos on products and accelerated growth.

Corporate identity and specialization

Offering branded gifts helped companies shape a positive corporate identity and lift sales. As demand grew, catalogs expanded and many suppliers specialized in specific product types rather than carrying a broad, general assortment.

Seasonality shifts

Buying habits changed. Until the early 1990s many companies purchased most promo items around Christmas to gift and boost year-end sales. In the 1990s marketers began to experiment with year-round purchasing and distribution across campaigns and events, not only at the year’s end.

From print catalogs to digital

Another major shift came with how products were sold. Printed catalogs had been the primary sales engine, mailed widely to showcase assortments. In the early 2000s, catalogs became more like business cards pointing buyers online, where the full range could be browsed with a few clicks.

Today

This brief overview captures how promotional products evolved—from elite keepsakes to a global industry we also contribute to by designing, casting, selling, and personalizing items for memorable recipient experiences.