While it can make you feel very special to get a gift bag containing a bunch of things, and getting that "Oooo, I get to open it" I'd rather just have a table with the swag on it. Take what you want. Some people like pens (I always lose mine). Some like cups, or notepads, or whatever. But like you hinted at, each person has things that they will use, and more things they probably won't. And who cares if someone takes a bunch of them - you're almost sure that they'll all get used then!
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While it can make you feel very special to get a gift bag containing a bunch of things, and getting that "Oooo, I get to open it" I'd rather just have a table with the swag on it. Take what you want. Some people like pens (I always lose mine). Some like cups, or notepads, or whatever. But like you hinted at, each person has things that they will use, and more things they probably won't. And who cares if someone takes a bunch of them - you're almost sure that they'll all get used then!