Quick answer: To plan a year of company swag, list every date that needs merch (new hires, events, holidays, client gifts), count how many people and sizes each one covers, set a budget per person, and then work backward from each date using real production lead times. Keep a small stock of your core items so you only reorder on purpose, not in a panic.
Key takeaways
- Most rush orders come from dates everyone knew about months ago.
- Collect shirt sizes once, at onboarding, and keep them in one list.
- Split your merch into core items you always keep in stock and one-off items for specific events.
- Work backward from the date you need it in hand, not the date you place the order.
- Look at the plan once a quarter. It takes 30 minutes and saves the rush fees.
Most companies don’t have a merch problem. They have a calendar problem.
The conference was on the calendar since spring. The new hire class was in the hiring plan. The holiday gifts happen every December. And still, three weeks out, someone sends a message that starts with “Is there any way we can get…”
Sometimes there is. It usually costs more, you get fewer choices, and the shipping bill is not fun. Here’s how to plan a full year of company merch so that message stops showing up.
Step 1: List every moment that needs merch
Start with a blank year and write down every date where branded goods show up. Don’t worry about items or budgets yet. Just the moments.
Most companies end up with a list like this:
- New hire onboarding. Every start date or every hiring class. See branded promo kits.
- Conferences and trade shows. Booth giveaways, team shirts, backdrops.
- Offsites and team trips. Something people wear or use on the trip.
- Company milestones. Funding rounds, launches, anniversaries.
- Holidays and year end. Employee gifts and client gifts.
- Recruiting events. Career fairs, campus visits, meetups.
- Client and partner gifts. Thank you boxes, deal closes, renewals.
Ask each team lead what they have coming up. Marketing knows the events, HR knows the hiring plan, and sales knows who gets a thank you box. Five quick conversations will fill in most of the year.
Step 2: Count people and sizes
For every moment on your list, write down how many people it covers. Then figure out sizes for anything people wear.
The easiest fix here is simple: collect sizes once and keep them in one place. Add a size question to your onboarding form, and keep a shared list of every employee’s shirt size, hoodie size and shipping address. When the next order comes up, you already have the answer.
For events where you don’t know sizes, like a booth giveaway, use a size spread instead of guessing. We’ll cover this in detail in a later article in this series, but a size spread is a mix of sizes based on who you expect to show up, with most of the order in the middle sizes.
Step 3: Set a budget per person for each moment
A total merch budget is hard to plan with. A budget per person for each moment is easy.
Something like:
| Moment | People | Budget per person | Total |
|---|---|---|---|
| New hire kits | 40 | $120 | $4,800 |
| Annual conference booth | 500 giveaways | $6 | $3,000 |
| Team offsite | 60 | $50 | $3,000 |
| Holiday employee gift | 120 | $75 | $9,000 |
| Client thank you boxes | 30 | $150 | $4,500 |
These numbers are just an example. Yours will be different. The point is that once you see it this way, the tradeoffs get clear. If the holiday gift needs more money, you can see exactly where it would come from.
Don’t forget the costs people leave out: setup fees, packaging, kitting (putting the boxes together) and shipping. On kits that ship to individual homes, shipping and packing can be a big part of the total.
Step 4: Pick your core company swag and your one-off items
Split everything into two groups.
Core items are the things you order again and again: the company tee, the hoodie, the water bottle, the notebook in every new hire kit. Pick them once, get them right, and keep a small amount in stock. That’s the core of a merch strategy.
One-off items are made for a specific moment: the offsite shirt with the trip name on it, the conference giveaway, the holiday gift. These get designed and ordered for their date.
Core items are where you save time. You don’t need to pick a new hoodie every quarter. Pick a good one, approve the decoration once, and reorders become one email.
Step 5: Work backward from the date you need it in hand
This is the step that stops the panic orders.
For every moment, start with the date you need the merch in hand (not the event date if you need to pack boxes first). Then count backward:
- Design and approvals. Artwork, mockups and sign off. Plan on at least a week, more if several people need to approve.
- Samples. If it’s a new item or a new supplier, get a sample first. Add one to two weeks.
- Production. For decorated apparel like screen printing or embroidery, a common range is about two to three weeks after proof approval. Custom packaging, specialty items and anything made overseas can take much longer.
- Kitting and packing. If items get boxed together, add time for that. (We handle kitting and fulfillment for clients who’d rather not.)
- Shipping. Especially if boxes go to many home addresses.
Add those up, and that’s your order date. Put it on the calendar with a reminder two weeks before it. That reminder is the whole trick.
Step 6: Keep a small buffer and track what’s left
For core items, keep enough on hand to cover the next month or two of new hires plus a few extra in the most common sizes. When stock gets to a set level, reorder. That’s it.
Keep one simple list: item, size, how many are left, and where they are. Someone on your team should own it. If nobody owns it, it will be empty right when you need it.
Step 7: Review the plan every quarter
Once a quarter, look at the calendar for the next six months. Check the hiring plan, add any new events, and see what you have in stock. It takes about 30 minutes.
After a full year, you’ll have something even better: real numbers. You’ll know what people actually used, what sat in a closet, and what you ran out of. That’s how next year’s plan gets better.
Example: a year of company merch at a glance
| Quarter | Moments | Order by |
|---|---|---|
| Q1 | New hire classes, spring conference | Early to mid Q4 of the year before |
| Q2 | Team offsite, recruiting events | Q1 |
| Q3 | Fall conference, new hire classes | Q2 |
| Q4 | Holiday employee and client gifts | Late Q3 |
The pattern is simple: most orders get placed one quarter ahead.
Frequently asked questions
How far in advance should we order company swag?
For most decorated apparel and standard promo items, start about six to eight weeks before you need them in hand. That covers design, approvals, production and shipping with a little room. Custom packaging, specialty items and big holiday orders need more time.
How much should a company spend on merch per employee?
There isn't one right number. It depends on the moment. A booth giveaway might be a few dollars each, while a new hire kit or holiday gift can be much more. Set a budget per person for each moment instead of one number for the year.
What should be in our core merch lineup?
Pick the three to five items you order most often, like a tee, a hoodie or jacket, a drinkware item and something for the desk. Get those right once and keep a small stock.
How do we handle sizes for remote employees?
Collect sizes and shipping addresses at onboarding and keep them in one shared list. For gifts, some companies let people pick their own size and item through a simple form or an online company store.
What's the most common mistake in planning company merch?
Ordering based on the event date instead of the date you need the items in hand. Packing and shipping to many addresses can add a week or more.
