Promotional merchandise makes up a large proportion of the total incoming revenue of a concert or event. It is made up of high quality printed items that are available through online gift suppliers and printed with information that is related to the event such as programme times, photos, slogans and logos. These items are then sold as souvenir items to the people attending the event. Such items may include promotional caps, t-shirts, pens, mugs, or clothing and these are so successful not only as they create a big revenue stream, but also continue to advertise the event a long time after, every time the merchandise is used.

Promotional merchandise is ordered by the organizer long before the actual event takes place, the merchandise is then offered in stores, online, to the general public and magazines. Aside from offering the merchandise online and on location merchandisers can be hired to walk bearing the merchandise available for purchase. Promotional merchandise is great not only for the company offering them, but also for the purchaser, as they can take a memory of the even home with them to remind them of the good times.

Perhaps the most effective merchandise for an event is the basic T-shirt. This is a low cost clothing item that is a very popular item. T-shirts being one of the most popular worn items of clothing but also make fantastic promotion long after the even t is finished. Perhaps you want to put the event name, the artists and the location in full view on the T-shirt, whilst the subject is wearing it with a "I went there" feeling, the event will be advertised to everybody in the vicinity in full view for all to see, gaining maximum exposure for any future events, or to increase exposure of the artists. The T-shirts act as a walking billboard and is a "vote" from that person towards the event for all to see.

Aside from the basic t-shirt there are other great merchandise that also have a great effect, items such as key rings, flashlights, and colorful flags are great too. There are even less expensive to purchase, so they sell much cheaper, this means that there will be far more buys. Also, by having merchandisers walk around offering these little knick knacks the sales will increase drastically. For example, a flashlight would be a real fun way to unite the crowd at a concert. Everyone will want a flashlight to waive around when the sun sets.

Aside from a concert or event, the use of promotional merchandise has increased as well. It has been picked up by all forms of media to boost sales and increase advertisement. Many major films such as Harry Potter actually get more revenue from the promotional merchandise than the actual movie and book sales.

Promotional merchandise has been utilised by companies not for the sales directly but for the successful advertising merchandise achieves. The merchandise is used as giveaways so that every time the items are used, a constant source of advertising is delivered to the subject and the people around. A companys logo is printed on to the items, so they are in full view for all to see. Pound for pound promotional merchandise is more effective than any other form of advertising.