From Bakery Condoms to Supermarket Bags: Why Every Business Now Sells Merch

A shopper in Norwich, England, recently carried a tote bag from Trader Joe’s. This is unusual because Trader Joe’s is a U.S. supermarket. It has no stores in the United Kingdom. Yet, its simple branded bag became a common sight in London this year. The trend was even reported by major international newspapers. This shows a global shift: nearly every business, big or small, now sells merchandise. From a bakery offering branded condoms to a food chain selling jewellery, companies are expanding into unusual products. This "swag mania" is a powerful marketing tool for businesses. It allows them to promote their brand identity directly to customers. For shoppers, these items are more than just products. They are a way to signal belonging to a specific group or "tribe." Carrying a bag or wearing jewellery from a brand shows public support and shared identity. The trade in branded goods reveals how both companies and customers use everyday items for connection. Businesses build loyalty, and customers display their affiliations, turning simple merchandise into a social signal.