LOOKING TO POINT YOUR BRAND IN THE RIGHT DIRECTION?

Findings indicate that K-12 institutions with inconsistent merch offerings see weaker fundraising and community engagement.

Schools with a consistent spiritwear program often see high attendance numbers at their events and stronger community engagement.

Data from the new 2026 School Spirit Gap Survey, conducted by Counselor Top 40 distributor Custom Ink (asi/173232), shows that 33% of schools’ community event organizers with recurring branded product offerings reported higher-than-expected turnout at their most recent event. Among those with no program at all, that number dropped to 14%.

Among those surveyed, more than 60% of schools with a regular merch program strongly agree that spiritwear is key to community engagement and school pride. Meanwhile, 43% of organizers say their programs are inconsistent year-to-year, even though nearly half (48%) say merchandise is a primary fundraiser that’s often more effective than candy sales and coupon books.

The survey was completed by 447 K-12 PTA coordinators, booster club leads, athletic directors, teachers and administrators across the U.S., and shows that schools without consistent swag programs are leaving money and community pride on the table. Organizers should consider building a recurring spiritwear program – same process, same timeline, every year – as a useful lever for improving community outcomes.