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ASI Reports Record $26.6 Billion in Annual Sales for Promo Products Industry

TREVOSE, PA – February 11, 2025

The promotional products industry reached 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 represents a 1.8% increase over 2023, highlighting the industry’s resilience in the face of economic uncertainty.

“Our industry’s record-breaking sales performance in 2024 is a testament to the enduring value of promo products,” said Timothy M. Andrews, ASI president and chief executive officer. “Growing at a steady pace alongside the U.S. economy – still the world’s largest, ahead of China – reinforces the strength of promo products as a vital marketing tool for businesses of all sizes. While the full impact of tariffs on this year’s product prices remains in flux, suppliers did a great job of establishing product sources outside China in countries like India, Turkey and Vietnam. I’m optimistic innovation and our industry’s adaptability position us for even greater growth and opportunity in 2025.”

According to the U.S. Bureau of Economic Analysis, U.S. GDP grew by 2.8% in 2024, supported by robust consumer spending and rising non-managerial wages that exceeded pre-pandemic trends. The promo industry’s growth rate of 1.8%, while slightly below this rate, highlights its ability to weather economic fluctuations, even as businesses navigated rising costs and election year unpredictability. Additionally, the industry outperformed key sectors such as U.S. manufacturing (0.8%) in overall year-over-year growth.

Key Findings From ASI Research:

  • Success Stories: In 2024, distributors of all revenue sizes – small, medium, large and extra-large – all executed sales gains. In total, 42% of all distributors increased sales, while 23% said revenue remained about the same.
  • Bigger Fared Better: Large and extra-large distributors outperformed small and medium-sized distributors in terms of sales growth rates in 2024, and Q4 in particular.
  • Healthcare Leads in Q4: Healthcare became the most robust market in Q4, surpassing the traditionally dominant education sector, followed by construction, manufacturing/distribution and nonprofits.

Confidence High for 2025
While Q4 sales fell short of expectations, distributor confidence surged heading into 2025. The Counselor Confidence Index, now in its 24th year measuring distributor financial health and business optimism, increased in Q4, back to its standard reading of 100 – the first time it’s been at or above the baseline since Q3 of 2023.

Minnesota-based distributor Liquid Screen Design (asi/254663), a Counselor Best Place to Work, is projecting growth of over 20% in 2025. “We’re planning for significant growth,” said Creative Director Katie Woznak. The firm has advanced key staffers into leadership roles focused on operational excellence, marketing, lead generation, e-commerce and vendor relations – all of which is expected to bear fruit.

“Our research reveals that distributors are exceptionally bullish about the year ahead, despite a challenging 2024,” said Nate Kucsma, ASI’s senior executive director of research. “The combination of economic recovery, rising wages, and hopeful increased investment in marketing and promotions should create a solid foundation for future growth. The promo industry remains a critical partner for businesses seeking to connect with their audiences in meaningful ways.”

ASI’s 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.

For more information on ASI’s sales reports and research, contact Nate Kucsma at nkucsma@asicentral.com.

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. ASI also produces award-winning digital and print content, live events and educational programs that enable companies in 48 countries to be more efficient, productive and profitable. The ASI media and research operation provides the most authoritative business content in the industry, and the ASI Certification Program features 200+ live and online education courses for industry professionals. The company, family-owned and -operated since 1962, is proud to have been consistently ranked among the “Best Places to Work” in Philadelphia and Bucks County, PA.