New research from VistaPrint has revealed a powerful psychological milestone hiding in plain sight across Australia’s $590 billion small and medium business economy1: nearly three quarters of SMB owners believe branded merchandise signals they’ve officially ‘made it’ in business.
The findings come as Australia’s 2.7 million SMBs contribute one-third of the nation’s GDP and employ over 5 million people2, making their confidence, credibility, and growth potential crucial drivers of national economic success.
Yet the research exposes a significant opportunity gap: over half (55%) of Australian SMBs are not currently using branded merchandise as a business growth tactic, potentially missing out on branding and psychological benefits that could amplify their business growth.
The psychology of business success
The new research, which surveyed Australian SMB owners, found that 69% strongly believe branded merchandise signals you have “made it” as a business. Notably, 42% of businesses introduce branded merchandise within their first year of operation, showing how quickly entrepreneurs see its value in establishing credibility and building their brand.
More significantly, 74% of small and medium-sized businesses report that branded merchandise has given them a stronger sense of being a ‘real business.’ This finding shows that the impact of branded products goes far beyond marketing or customer engagement. For many SMB owners, seeing their brand physically represented on merchandise is not just about visibility. It provides validation, builds confidence, and reinforces a sense of legitimacy in the marketplace. In an environment where credibility and trust are critical to survival and growth, branded merchandise is proving to be both a marketing tool and a stepping stone to business growth.
At Vista, we make it simple and accessible for business owners to bring these ideas to life with a wide range of high-quality, customisable products that are affordable and come in quantities right-sized for small businesses, along with easy design tools that help them elevate their brand and confidently get their name out there.
“For many entrepreneurs, branded items act as tangible proof that their venture has evolved from startup to established business,” said Marcus Marchant, CEO of Vistaprint Australia. “This represents the moment SMB owners feel they’ve truly arrived, not just a promotional or branding nice-to-have.”
Measurable Business Impact
The research reveals that branded merchandise delivers tangible business benefits that could play a key role in strengthening Australia’s SMB sector. Small business owners reported strengthened brand identity (39%), boosted team pride (33%), and greater ability to stand out from competitors in a crowded marketplace (32%). Many (29%) said branded merchandise helps get people talking, increased customer trust (26%), and even direct support in acquiring new customers (26%).
“When I first started Squirtz Plumbing, it was just me and a van. The day we designed our own branded uniforms and caps was the day I felt like I had really made it,” said Joel, owner of Squirtz Plumbing. “It was more than just merch, it made my team feel unified, helped customers recognise us instantly, and made the business feel professional and established.”
The professional credibility factor
Research shows that 80% of SMB owners perceive businesses with branded uniforms as very or extremely professional, with 22% rating them as “extremely professional.” This demonstrates the strong link between merchandise and perceived credibility.
Businesses that do not adopt merchandise risk appearing less established and less trustworthy, which can reduce customer confidence and limit growth, missing out on the credibility that branded presence provides. Branded uniforms, signage, and merchandise are increasingly viewed as essential markers of legitimacy and professionalism, not optional extras.
Strengthening Australia’s SMB economic engine
Australia’s small businesses are economic powerhouses, contributing $590 billion annually – one-third of the nation’s GDP – and employing 5.1 million people. When these businesses are more confident, professional, and successful, it strengthens the entire economic ecosystem.
The research reveals a significant untapped potential: 55% of SMBs are not currently using branded merchandise, including 24% actively considering it. This represents hundreds of thousands of businesses that could potentially boost their team pride, customer trust, and professional credibility – benefits that ripple through local communities and the broader economy.
Perhaps most tellingly, 64% of SMBs would invest more in branded merchandise if the design process were easier, revealing that demand exists but practical barriers are holding back market expansion.
Barriers and Solutions
Cost remains the primary barrier, with 47% citing it as preventing further investment, followed by lack of time (17%) and uncertainty about return on investment (13%).
Merchandise is no longer just giveaways, it’s a strategic way for small businesses to build credibility and connect with customers,” said Marchant. “From a café’s branded aprons to a tradie’s uniforms, these moments of visibility create trust and pride in the community.
“Branded merchandise is one of the simplest and most effective ways for SMBs to build visibility and pride,” added Marchant. “We are making it easy for small businesses to bring their brand to life in ways that strengthen trust and drive long-term success.”
For businesses looking to expand into merchandise, please visit https://www.vistaprint.com.au/ to see VistaPrint’s range of options.