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TREVOSE, Pa., Feb. 12, 2025 /PRNewswire/ — The promotional products industry hit a record $26.6 billion in sales in 2024, according to the latest analysis from the Advertising Specialty Institute® (ASI), the leading technology, marketing and information provider in the promo sector. This 1.8% year-over-year increase underscores the industry’s resilience amid economic uncertainty.
ASI asked promo distributors what one word best describes their expectations for 2025.
“Our industry’s record-breaking sales in 2024 prove the enduring power of promo products,” said Timothy M. Andrews, ASI president and CEO. “While tariff impacts remain uncertain, many suppliers successfully diversified sourcing to countries like India, Turkey and Vietnam. With innovation and adaptability, 2025 holds even greater potential.”
Major brands continue to leverage promo products – cost-effective, high-impact marketing tools such as logoed pens, T-shirts, caps and drinkware – to boost brand visibility and customer engagement.
Key Industry Insights:
- Strong Sales Across All Distributor Sizes: In 2024, 42% of distributors reported increased sales, while 23% maintained steady revenue. Large and extra-large distributors led growth, particularly in Q4.
- Healthcare Surges in Q4: The healthcare sector outpaced education as the top market in Q4, followed by construction, manufacturing/distribution and nonprofits.
- Distributor Confidence Climbs: The Counselor Confidence Index, measuring financial health and business outlook, returned to its baseline of 100 in Q4 – the highest level since Q3 2023.
Positive Outlook for 2025
ASI member Liquid Screen Design, a Minnesota distributor, is projecting growth of over 20% in 2025. “We’re planning for significant growth,” said Creative Director Katie Woznak. The company has strengthened leadership in operations, marketing, lead generation, e-commerce and vendor relations to drive future success.
“Our research reveals that distributors are exceptionally bullish about the year ahead,” said Nate Kucsma, ASI senior executive director of research. “Economic recovery, rising wages and increased marketing investments should support continued industry growth. Promo products remain an essential tool for businesses seeking meaningful audience engagement.”
ASI findings are based on a survey conducted with distributor members in January 2025 about Q4 and 2024 sales performance, providing key insights into industry performance and expectations for 2025.
About ASI
The Advertising Specialty Institute (ASI®, asicentral.com) serves a network of 25,000 suppliers, distributors and decorators in the $26.6 billion promotional products industry. The company’s flagship product, the technology platform ESP®, manages the industry’s entire supply and marketing chain.
SOURCE Advertising Specialty Institute
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