Research July 23, 2025
ASI Chicago 2025: Distributors Express Optimism for Second Half of Year
Flash polling conducted during an Education Day Wrap-Up session showed that 60% of distributors polled are seeing a sales increase compared to this same time last year.
Key Takeaways
• Despite a 3.2% year-over-year decline in Q2 distributor sales, 60% of distributors at ASI Chicago reported current sales increases, signaling a cautiously optimistic outlook for the second half of 2025.
• While tariffs have been a concern, 57% of distributors said demand for USA-made products has remained flat, with only 44% reporting any increase in interest from end-buyers.
• Over half reported a significant increase in AI usage over the past year, highlighting a growing reliance on technology to drive efficiency and innovation in the promo industry.
Distributors appear optimistic for the second half of 2025, after tariff uncertainty threw the industry into a tailspin.
During a Wrap-Up of Education Day during ASI Chicago, ASI Research conducted real-time flash polling that showed 60% of distributors in the room are currently seeing a year-to-year increase in sales. Slightly more than a quarter said sales were flat, while 14% reported they were down.
The Wrap-Up at ASI Chicago concluded a busy Education Day with several hundred distributors attending classes.
The data indicates distributors’ sentiment heading into the second half of what’s been a challenging year. Indeed, new data from ASI Research found that Q2 distributor sales were down 3.2% year over year, though that report too found that distributors are cautiously optimistic for the rest of the year.
Compared to this time last year, are your sales:
Distributors were also asked if, in the face of tariff uncertainty this year, they had seen an increase in demand for USA-made products among end-buyers. While nearly a quarter (22%) said there’s been a “large” rise in demand and the same number cited a “modest” one, 57% said demand has stayed flat since last year.
Have you seen an uptick in USA-made products this year?
A third poll asked distributors about their AI usage – more than half (53%) said their usage of it in the past year has “increased significantly,” while 13% said they don’t use it at all.
Over the last year, has usage of AI in your business:
The wrap-up session also highlighted key takeaways from each Education Day session. For example, Stephanie Preston of Counselor Top 40 supplier PCNA (asi/66887) highlighted the popularity of “useful and aesthetically elevated gifts,” particularly those from premium brands, and items that promote relaxation and “digital detox” in her presentation entitled “Boost Q4 Sales With Hot Trends.”
ASI Media Editor-in-Chief C.J. Mittica later took the stage to review key discussion points from his panel with Counselor Magazine Advisory Board members Bryan Goltzman of Liquid Screen Design (asi/254663), Charles Doligé of LR Paris (asi/246857) and Lisa Hubbard of Counselor Top 40 distributor The Vernon Company (asi/351700) – the group discussed technology such as AI as the most important tool for improving efficiency, and building trust with clients by understanding their challenges instead of just pitching products.
Lizz Reidy of Stahls’ (asi/88984) concluded her first full rotation of all three ASI Shows in Chicago this year. “We discussed how you can decorate challenging items with the right tools,” she said. “You can create retail-level looks with strong profit margins.”