Back when you could bring the more fun stuff back from Europe (meat, cheese etc) my big suitcase would be well over half empty on the way out. Quite a bit heavier on the way back ;)
On the return from my first trip to South Africa I carried 12 bottles of wine in my luggage.
That was back when flights included two free checked items.
On my second trip to Europe one of my suitcases was full of T-shirt swag to give out at a conference. Lugging both up the stairs, across the train tracks, and back down was a hassle.
Things were a lot looser then. I brought a 6-pack of Negra Modelo as carry-on for a trip to Europe. The airport x-ray staff in Albuquerque recognized it on the screen, which impressed me. They had no problem with it.