What do a $3 Halloween bucket, a giant Aldi tote, and a pack of Glossier stickers all have in common? They’re proof that marketing isn’t just about selling products, it’s about selling belonging.
Take Home Depot’s viral Halloween bucket. A simple $2.98 orange pail decorated with bats and spiderwebs became a hot commodity, with fans scouring stores or DIY’ing their own versions when supplies ran out. The frenzy demonstrates how a limited-edition item, even one as humble as a bucket, can drive store traffic, spark social media buzz, and boost seasonal sales. Aldi recently showed the same power with its oversized “Aldi Big Bag,” which sold out online in under 20 minutes. The hype was not about buying groceries, it was about owning a piece of the Aldi brand.
And then there is the rising world of brand swag. Stickers, tote bags, and other tangible goods become conversation starters and signals of community. Glossier, for instance, has turned its collectible stickers into a cultural calling card – so much so that fans trade them on Reddit and meet up in person at store events. For Gen Z, branded merch is a way to create real-world connections in an era when digital life dominates. The marketing lesson? Scarcity, creativity, and community turn everyday items into cultural moments.
Discussion Questions and Activities
- Why do you think low-cost items like buckets and tote bags can create so much hype?
- How does scarcity (limited-edition drops) influence consumer behavior?
- Do you see branded swag as a form of advertising, community building, or both?
- How do experiences (like pop-up shops) add value to physical merchandise?
- Brand Swag Brainstorm. In groups, design a limited-edition merch item for a brand you love and explain how it will go viral.
- Retail Tourism Roleplay. Map out how a pop-up shop could drive traffic and create social buzz.
- Scarcity Simulation. Run a quick in-class activity where a “limited” item is given to only five students—observe and discuss reactions.
Sources:
Cross, Greta (12 Sep 2025) Internet in Frenzy over New Home Depot Halloween Decoration. It’s Not What You Think. USA Today. Pasquarelli, Adrianne and Schultz, E.J. (19 Sep 2025) Marketing Winners and Losers of the Week, Ad Age. Pasquarelli, Adrianne (20 Mar 2025), Gen Z Loves Brand Swag – How Marketers are Using Stickers, Tote Bags and More to Drive Loyalty, Ad Age.
