“In the vast expanse of the American highway, a beacon of Buc-ee's bright orange roof cuts through the monotony. But Buc-ee's is more than just a gas station; it's a cultural phenomenon. Sure, they offer clean restrooms, plentiful gas pumps, and a mind-boggling selection of snacks, but what truly sets Buc-ee's apart is its mastery of swag.

Yes, swag—the seemingly frivolous merchandise, the t-shirts, hats, and koozies—has become an unexpected cornerstone of Buc-ee's success. It's a testament to the power of public narrative and how a brand can leverage it to create a loyal following.

This isn't just random branding. The Buc-ee's beaver has become a symbol of quality, a quirky travel companion that embodies the spirit of exploration and indulgence that a road trip represents.

The brilliance of Buc-ee's swag lies in its ability to turn customers into brand ambassadors. A Buc-ee's t-shirt isn't just a souvenir—it's a declaration of affiliation.”

The excerpt above was taken from a great article by a company that makes branded merch, aptly named Make My Cap, and it touched a sensitive chord.

Admit it: we all love swag. If you ever visited any trade show, no matter how professional the attendees (and exhibitors) are, we all look for an opportunity to pick up some swag. You know, “been there, done that, have a t-shirt” kinda thing.

There’s nothing wrong with it. Whenever you can, get some swag. But more importantly, have some to offer to your customers. Let them have a memento of their interaction with you, a personal tidbit that appeals to the part deep inside us that is still a kid.

Even a boring business of retail site selection and traffic data analysis can have swag, and at Ticon, we always have a bunch of colorful semi-trucks with our logo, just to share with our customers, visitors, and friends – and their kids, of course.