Aug 13, 2025
Aug 13, 2025
Aug 13, 2025
Aug 13, 2025
The GWP Glow-Up
The GWP Glow-Up
The GWP Glow-Up
The GWP Glow-Up
From Forgettable Freebies to Lasting Brand Impressions
From Forgettable Freebies to Lasting Brand Impressions
From Forgettable Freebies to Lasting Brand Impressions
From Forgettable Freebies to Lasting Brand Impressions
In theory, a Gift With Purchase (GWP) should be a slam-dunk. A little extra that tips the shopper over the edge, sweetens the deal, and amplifies your brand beyond the shelf.
But here’s the catch: most GWPs don’t make it past the parking lot.
According to GlobalData, 65% of consumers admit they’ve thrown away a GWP immediately after receiving it. For something designed to drive loyalty and recall, that’s a pretty short life cycle.
So why do some gifts spark joy and others spark bin-day remorse?
🧨 The Modern GWP Dilemma
🗑️ 65% of shoppers ditch them instantly.
(GlobalData, 2022)💔 Only 1 in 4 say it meaningfully impacted how they feel about a brand.
(GWI, 2022)👀 74% of Gen Z say they can tell when a brand is “trying too hard.”
(McKinsey, 2023)
The message is clear: the gimmick era is over. GWPs need to evolve from cheap incentives to value-driven brand expressions.
✅ What a GWP Should Do
At its core, a GWP is a sales tool. It should:
🛒 Tip the decision at shelf.
🧺 Drive basket size through multi-buy or trade-up incentives.
🧪 Encourage trial of lesser-known SKUs.
But a great GWP does more than convert. It connects.
✨ What a GWP Could Do
🧠 Extend the brand into daily life – make it part of their routine.
💬 Spark conversation – in real life or online.
❤️ Create emotional or functional value – keep the brand top of mind.
🔁 Trigger social recall – think beach towels, tote bags, or bar tools used in group settings.
Why? Because the goal isn’t just a lift at shelf—it’s long-term brand memory.
💡 What Makes a GWP Irresistible?
It has a purpose – If it’s useful or delightful, it stays.
It grabs attention – Bold, branded, unmissable.
It feels intentional – Designed for the brand, not stock catalogue filler.
It creates urgency – Limited runs and collectibility drive FOMO.
It sparks sharing – Surprises and smiles are what get posted.
It’s relevant – Context, moment, and lifestyle-aligned.
Think less “plastic beach ball.” More “artist-designed cooler sleeve.”
🧠 Merch & Effect POV
At Merch & Effect, we don’t believe in filler. We believe in tools of memory. A smart GWP is more than a gift—it’s a branded object of storytelling. Done right, it amplifies everything the brand stands for: personality, utility, style, and intent.
We’re seeing the best-performing GWPs:
Be seasonal and strategic (e.g. spritz kits in summer, gifting tins at holiday)
Speak in the brand’s tone, not generic marketing speak
Fit with what consumers already want to show off, use, or gift
Want to be remembered? Don’t just give something away.
Give them something to talk about.
In theory, a Gift With Purchase (GWP) should be a slam-dunk. A little extra that tips the shopper over the edge, sweetens the deal, and amplifies your brand beyond the shelf.
But here’s the catch: most GWPs don’t make it past the parking lot.
According to GlobalData, 65% of consumers admit they’ve thrown away a GWP immediately after receiving it. For something designed to drive loyalty and recall, that’s a pretty short life cycle.
So why do some gifts spark joy and others spark bin-day remorse?
🧨 The Modern GWP Dilemma
🗑️ 65% of shoppers ditch them instantly.
(GlobalData, 2022)💔 Only 1 in 4 say it meaningfully impacted how they feel about a brand.
(GWI, 2022)👀 74% of Gen Z say they can tell when a brand is “trying too hard.”
(McKinsey, 2023)
The message is clear: the gimmick era is over. GWPs need to evolve from cheap incentives to value-driven brand expressions.
✅ What a GWP Should Do
At its core, a GWP is a sales tool. It should:
🛒 Tip the decision at shelf.
🧺 Drive basket size through multi-buy or trade-up incentives.
🧪 Encourage trial of lesser-known SKUs.
But a great GWP does more than convert. It connects.
✨ What a GWP Could Do
🧠 Extend the brand into daily life – make it part of their routine.
💬 Spark conversation – in real life or online.
❤️ Create emotional or functional value – keep the brand top of mind.
🔁 Trigger social recall – think beach towels, tote bags, or bar tools used in group settings.
Why? Because the goal isn’t just a lift at shelf—it’s long-term brand memory.
💡 What Makes a GWP Irresistible?
It has a purpose – If it’s useful or delightful, it stays.
It grabs attention – Bold, branded, unmissable.
It feels intentional – Designed for the brand, not stock catalogue filler.
It creates urgency – Limited runs and collectibility drive FOMO.
It sparks sharing – Surprises and smiles are what get posted.
It’s relevant – Context, moment, and lifestyle-aligned.
Think less “plastic beach ball.” More “artist-designed cooler sleeve.”
🧠 Merch & Effect POV
At Merch & Effect, we don’t believe in filler. We believe in tools of memory. A smart GWP is more than a gift—it’s a branded object of storytelling. Done right, it amplifies everything the brand stands for: personality, utility, style, and intent.
We’re seeing the best-performing GWPs:
Be seasonal and strategic (e.g. spritz kits in summer, gifting tins at holiday)
Speak in the brand’s tone, not generic marketing speak
Fit with what consumers already want to show off, use, or gift
Want to be remembered? Don’t just give something away.
Give them something to talk about.
In theory, a Gift With Purchase (GWP) should be a slam-dunk. A little extra that tips the shopper over the edge, sweetens the deal, and amplifies your brand beyond the shelf.
But here’s the catch: most GWPs don’t make it past the parking lot.
According to GlobalData, 65% of consumers admit they’ve thrown away a GWP immediately after receiving it. For something designed to drive loyalty and recall, that’s a pretty short life cycle.
So why do some gifts spark joy and others spark bin-day remorse?
🧨 The Modern GWP Dilemma
🗑️ 65% of shoppers ditch them instantly.
(GlobalData, 2022)💔 Only 1 in 4 say it meaningfully impacted how they feel about a brand.
(GWI, 2022)👀 74% of Gen Z say they can tell when a brand is “trying too hard.”
(McKinsey, 2023)
The message is clear: the gimmick era is over. GWPs need to evolve from cheap incentives to value-driven brand expressions.
✅ What a GWP Should Do
At its core, a GWP is a sales tool. It should:
🛒 Tip the decision at shelf.
🧺 Drive basket size through multi-buy or trade-up incentives.
🧪 Encourage trial of lesser-known SKUs.
But a great GWP does more than convert. It connects.
✨ What a GWP Could Do
🧠 Extend the brand into daily life – make it part of their routine.
💬 Spark conversation – in real life or online.
❤️ Create emotional or functional value – keep the brand top of mind.
🔁 Trigger social recall – think beach towels, tote bags, or bar tools used in group settings.
Why? Because the goal isn’t just a lift at shelf—it’s long-term brand memory.
💡 What Makes a GWP Irresistible?
It has a purpose – If it’s useful or delightful, it stays.
It grabs attention – Bold, branded, unmissable.
It feels intentional – Designed for the brand, not stock catalogue filler.
It creates urgency – Limited runs and collectibility drive FOMO.
It sparks sharing – Surprises and smiles are what get posted.
It’s relevant – Context, moment, and lifestyle-aligned.
Think less “plastic beach ball.” More “artist-designed cooler sleeve.”
🧠 Merch & Effect POV
At Merch & Effect, we don’t believe in filler. We believe in tools of memory. A smart GWP is more than a gift—it’s a branded object of storytelling. Done right, it amplifies everything the brand stands for: personality, utility, style, and intent.
We’re seeing the best-performing GWPs:
Be seasonal and strategic (e.g. spritz kits in summer, gifting tins at holiday)
Speak in the brand’s tone, not generic marketing speak
Fit with what consumers already want to show off, use, or gift
Want to be remembered? Don’t just give something away.
Give them something to talk about.
Source: Proprietary Research
Source: Proprietary Research
Source: Proprietary Research
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