It is time for another episode of Better Merch…Better Marketing, and this week Kirby Hasseman and Jade Crider cover several topics that blend retail insights, smart marketing tactics, long-term planning, and a standout merch piece you should know about. From Black Friday failures and wins to the importance of QR codes and seasonal strategy, this episode offers takeaways for any organization trying to build stronger marketing momentum heading into the new year.
A Tale of Two Black Friday Promotions
Kirby and Jade opened the episode with a look at two Black Friday promotions that produced two very different customer reactions. One came from TARGET and the other from Lowe’s. Both brands had the right idea with offering giveaways, but the execution yielded very different results.
TARGET promoted an experience. They advertised special gifts, exclusive opportunities, and a large branded bag intended to enhance the shopping experience. The problem came when customers discovered that the bag was filled with underwhelming items. There was a disconnect between the expectation created by the promotion and the reality of what was delivered.
Then came Lowe’s. Their promotion featured a branded utility bucket filled with products that had real value. Useful tools, recognizable items, and a tangible sense that customers were receiving something worthwhile. To take it a step further, Lowe’s added a sweepstakes opportunity, including the chance to win a gift card worth up to $2,000 toward an appliance purchase. The entire campaign created excitement, value, and loyalty.
The lesson from both examples is clear. If you are going to run a promotion, do it well. Make sure the value you promise matches the value you deliver. Customers are willing to engage and participate, but they can quickly tell the difference between a thoughtful campaign and a hollow one. Lowe’s nailed the execution. TARGET fell short.
QR Codes and the Missed Opportunity in Merch
Next, Jade and Kirby talked about the use of QR codes in branded merchandise and marketing. QR codes have become more common across industries, but they both agreed that most organizations still do not use them enough.
The simplest marketing rule is this. For every call to action you include in your digital or traditional marketing, you should use that same percentage of calls to action in your merch. If you invite someone to sign up, learn more, watch a video, or claim an offer through your ads or social, you should give them that same pathway on your physical products.
Branded merchandise already lives in front of your audience. It is handled, seen, worn, or kept nearby. That makes it a prime opportunity to connect the physical world with your digital presence. A well-placed QR code can lead to an exclusive offer, a landing page, a product demo, or a discount. The goal is to treat every branded item as a touchpoint that leads to the next step. Most businesses are still leaving this opportunity untapped.
Seasonal Influence and Planning for 2026
The conversation then shifted to seasonal influence in branded merchandise. Jade talked about the importance of thinking ahead and planning for the upcoming year. Her message was simple. Now is the time to start planning for 2026, not when January arrives.
Businesses often limit seasonal thinking to apparel, but Jade encouraged listeners to look beyond that. Your region, your customers, and your industry should all shape the promotions you plan and the merchandise you choose. If you understand the rhythms of your customers, you can map out smarter, more intentional campaigns throughout the year.
This type of planning helps you avoid last minute decisions that may not align with your goals. It also ensures that your merch program supports your marketing strategy instead of reacting to it. Whether it is event season, recruitment season, outdoor season, gifting season, or onboarding season, thoughtful planning today creates better results tomorrow.
Product of the Week: The Sonosphere
This week’s featured product is the Sonosphere, a standout offering from HPG Brands. It is part wireless speaker and part award, with a one piece minimum and impressive value. It is one of those rare pieces where form and function are equally strong.
The Sonosphere is ideal for employee recognition, executive gifting, year end awards, or branded displays. It has the look of a premium desk award while providing the usefulness of a wireless speaker. That combination makes it memorable and appreciated. You can see it (and many of our other Year End Gifts) here in our shop!
This is the type of merch that elevates a brand and makes a statement, both visually and practically.
Shout Out: Peoples Bank and the Peoples Bank Foundation
The shout out this week goes to Peoples Bank and the Peoples Bank Foundation. They announced that they will be donating more than $150,000 during the holiday season. In addition, they highlighted the volunteerism of their team members, who consistently serve their communities throughout the year.
It is a powerful example of a company that supports the regions they serve in meaningful ways. Their commitment to giving, community programs, and hands on involvement shows what leadership looks like in the financial industry. You can learn more here.
If you have not already subscribed to Better Merch…Better Marketing, today is a great day to do it! You can find us on YouTube, Apple Podcasts, Spotify, or wherever you listen. Just search “Delivering Marketing Joy” and you will have access to all of our podcasts in one place!
And as always, we are here to help! If you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
