Promotional merchandise, promotional items, promotional products, promotional gifts, or advertising gifts, sometimes nicknamed swag or schwag, are articles of merchandise (often branded with a logo) used in marketing and communication programs. They are given away to promote a company, corporate image, brand, or event. These items such as printed lanyards are usually imprinted with a company's name, logo or slogan, and given away at trade shows, conferences for purpose of image enhancement of brand and as part of guerrilla marketing campaigns.

Promotional merchandise is used globally to promote brands, products, and corporate identity. They are also used as giveaways at events, such as exhibitions and product launches. Nowadays promotional gifts are widely appreciated for their utility and advertising giving a first impression on companies.

Almost anything can be branded with a company’s name or logo and used for promotion. Common items include t-shirts, caps, key chains, printed lanyards, posters, bumper stickers, pens, mugs, or mouse pads. The largest product category for promotional products is wearable items, which make up more than 30% of the total. Eco-friendly promotional products such as those created from recycled materials and bamboo, a renewable resource, are also experiencing a significant surge in popularity.

Most promotional items are relatively small and inexpensive, but can range to higher-end items; for example celebrities at film festivals and award shows are often given expensive promotional items such as expensive perfumes, leather goods, and electronics items. In addition, while attending formal conferences, like election or global summit, participants shall be required to wear ID badges with printed lanyards. Companies that provide expensive gifts for celebrity attendees often ask that the celebrities allow a photo to be taken of them with the gift item, which can be used by the company for promotional purposes. Other companies provide luxury gifts such as handbags or scarves to celebrity attendees in the hopes that the celebrities will wear these items in public, thus garnering publicity for the company's brand name and product.