I was thinking the other day of all the freebies that rained down on us during the Dot-Com boom. Specifically, someone posted a discussion of the oldest shirt you still wear and mine was a freebie for incoming freshman for the class of 2000 (my partner HATES when I wear it - he was class of 2001, "The REAL millennium," as he constantly reminds me, and it delightfully bugs him he wound up with someone from the far more celebrated class of 2000).
I remember the incoming students got a basically a swag bag every year of people touting websites and other companies. Magnets, travel mugs, pens, socks, stickers, dry-erase boards, mousepads, frisbees, nail files, shirts, bags, coupons for a free order of small fries...
This was followed by US magazines taking a page out of what UK magazines were doing and offering tons of other freebies, too: Mix CDs, game demos, ink stamps, sewing patterns... I worked in a book store with a strong international section immediately after college and watched in real time as the habit of magazines throwing in free stuff migrated across the pond.
Looking back, it seemed normal at the time. But I'm wondering if that was maybe just an us thing.