In a city as vibrant and diverse as London, standing out is no easy feat. With over nine million residents, countless daily commuters, and a near-constant influx of tourists, businesses have to fight harder than ever for attention. While digital ads and social media campaigns dominate marketing conversations, there’s one timeless tool that’s quietly helping brands make their mark across the capital. It’s a promotional product.
From the branded tote bag slung over a shoulder on the Northern Line to the sleek reusable coffee cup seen at every corner cafe, London businesses are embracing branded merchandise as a cost-effective, stylish, and highly visible way to increase awareness.
Why promotional products work in London
What makes promotional items so powerful in the capital is their everyday visibility. Londoners are always on the move, rushing through Underground stations, grabbing coffee between meetings, or heading to a gig in Camden. When someone carries a branded tote or charges their phone with a company’s logoed power bank, they become a walking (or commuting) advertisement.
The British Promotional Merchandise Association (BPMA) reports that 79% of people are more likely to remember a brand after receiving a promotional product, while 83% of people say they are more likely to do business with a brand they’ve received a useful item from. That kind of recall is invaluable.
Eco-friendly branding takes centre stage
London has become a leader in sustainability trends, and promotional products reflect that shift. Businesses are increasingly moving away from disposable plastic giveaways and leaning into eco-conscious alternatives that align with Londoners’ values.
Take Pret A Manger, one of the capital’s most recognizable cafe chains. Pret has distributed branded reusable coffee cups, encouraging commuters to ditch single-use containers while ensuring their logo travels with customers on the Tube, in offices, and around the city. Independent coffee shops in East London have followed the trend, offering discounts to customers who use their branded cups.
Even larger institutions have taken note. Transport for London (TfL), for example, has experimented with branded reusable bottles and tote bags tied to campaigns encouraging greener travel. Each time a Londoner reaches for one, TfL’s message about sustainability resonates anew.
The tote bag as a London icon
Few promotional products have had the cultural impact of the tote bag. More than just a carryall, in London the tote is a fashion statement, a political message, and most importantly for businesses, a mobile billboard.
Independent bookstores have been particularly successful here. Daunt Books, with its instantly recognizable green logo, has turned its tote into a London fashion staple. Similarly, Word on the Water, the floating bookshop moored in Regent’s Canal, has designed tote bags that double as conversation starters, helping spread their quirky brand far beyond King’s Cross.
For customers, these totes offer a way to showcase their personal taste while supporting local businesses. For the brands, it’s near-endless visibility.
Startups and tech brands: Thinking outside the mug
In East London’s Shoreditch and Canary Wharf’s glittering towers, tech startups are redefining promotional merchandise. Instead of sticking to boring pens and mugs, they’re investing in products that reflect their audience’s digital-first lifestyle.
One Canary Wharf fintech startup handed out branded power banks at a networking event. For professionals constantly juggling meetings and travel, a reliable power source was more than just handy, it was essential. Each time someone charged their phone, they were reminded of the company that came to their rescue.
Similarly, creative agencies in Shoreditch have leaned into quirky, high-impact items like branded laptop stickers, enamel pins, or even limited-edition wireless earbuds. These products don’t just spread awareness; they create a sense of community among clients and employees alike.
Fashion and lifestyle brands elevating the game
For London’s fashion and lifestyle businesses, promotional products are less about utility and more about identity. These companies are creating items that are as stylish as the clothing or services they sell.
High-end gyms like Equinox London hand out sleek branded sweat towels and water bottles that wouldn’t look out of place in a designer bag. Meanwhile, Soho fashion labels are producing collectible patches, pins, and even branded scarves as limited-edition extras for loyal customers.
These aren’t throwaway freebies, they’re lifestyle accessories, often Instagram-worthy and desirable in their own right. You can even find them being sold on sites like eBay for premium prices.
Festivals, marathons, and city-wide events
Promotional products take on a special significance during London’s packed calendar of events. Whether it’s music, sport, or culture, brands have found ways to integrate themselves into unforgettable moments.
At the London Marathon, for instance, sponsors hand out branded sports caps, energy gels, and water bottles to runners and spectators alike. These products often become treasured keepsakes, forever linking the brand to an iconic achievement.
During summer festivals like British Summer Time in Hyde Park, businesses hand out branded sunglasses, reusable cups, and even rain ponchos (essential in the unpredictable English weather). Once the music stops, this unique swag lives on in wardrobes and cupboards, carrying the brand long after the festival season ends.
Small businesses, Big impact
Promotional products aren’t just the domain of big brands. Across the city, small businesses are finding clever ways to make their names known.
A bakery in Islington began packaging pastries in reusable boxes with witty slogans and their logo, encouraging customers to bring them back for refills. Not only did this cut down on packaging waste, but it also created a sense of brand loyalty and visibility when those boxes showed up in offices across the city (not to mention the minor buzz created on social media).
In Hackney, a craft brewery gave away branded bottle openers at a local beer festival. Weeks later, customers were still using them at home and at parties, sparking conversations and recommendations.
Jessica Marshall, President of promotional product company CustomComet.com notes, “These kinds of grassroots efforts prove that you don’t need a massive budget to make an impact. A clever idea and a useful product can go just as far.”
The future of promotional products in London
Looking ahead, London businesses are expected to continue innovating in this space. With technology and sustainability driving consumer expectations, the promotional products of the future will likely combine both.
Imagine a branded keychain embedded with a QR code that unlocks exclusive content, discounts, or augmented reality experiences. Or a tote bag made from cutting-edge recycled materials that doubles as a status symbol. Already, some businesses are experimenting with NFC (near-field communication) chips embedded in merchandise, allowing instant interaction with customers.
A city woven with brands
From the tote bags on the Tube to the custom car air freshener in a passing vehicle, promotional products have become part of London’s cultural fabric. They’re practical, stylish, and, above all, visible. Exactly what a business needs in one of the world’s busiest and most competitive cities.
