The Serbian banking sector in 2026
The Serbian banking sector is concentrated among the top six commercial banks — Banca Intesa, Komercijalna banka, UniCredit Bank Serbia, Raiffeisen Banka, OTP banka Srbija, Erste Bank Serbia — together holding most of the retail and SME book. Tier-2 (AIK Banka, Halkbank, Direktna Banka, Eurobank, Addiko Bank, ProCredit, Poštanska štedionica) serves regional, agriculture-linked and diaspora-affiliated segments. The sector is supervised by the National Bank of Serbia (NBS) and operates in EUR-indexed RSD, which is the convention for corporate merch pricing in the financial-services tier.
The merch brief for Serbian banks splits into four recurring workstreams. The first is VIP client gifting for high-net-worth relationship managers and their books — premium leather notebooks, engraved metal pens, premium whisky and brandy sets, premium wine-and-Serbian-delicacy kits prepared for named recipients. The second is branch giveaways for new-account openings, mortgage completion, refinancing campaigns and seasonal retail pushes — tote bags, umbrellas, drinkware, small hardgoods handed out at the branch or at the bank's pop-up stand.
The third is loyalty programme merch — branded merchandise redeemable as loyalty points at Banca Intsa Plus, Intesa Loyalty and similar scheme at other banks — typically tote bags, drinkware, picnic sets, branded confectionery for the holiday-season campaign. The fourth is event and conference merch for the bank's own corporate events — partner conferences, mortgage fairs, retail-investor seminars at the Kombank Dvorana, Sava Centar or hotel venues — attendee bags, lanyards, notebooks, pens and water bottles in the bank's brand.