If you wait until all the traffic lights are green, you’ll never leave the house.
Considering the relentless stream of business challenges since the start of this decade – when the pandemic forced people to actually stay at home – this advice has never been more relevant. Whether you’re running a company or working in sales, it’s been quite a ride: sourcing chaos, society-wide consumer shifts, global conflict, labor shortages, economic turbulence. The list goes on.
It’s time to put the hesitation aside and stop making excuses. Success is still there for the taking – but only for those who are willing to put in the work to make their ambitions a reality.
This year’s Counselor State of the Industry reflects that mindset. Based on a comprehensive survey of hundreds of distributors and suppliers, the report provides a wide-ranging snapshot of the promo industry, backed up by in-depth statistics and expert analysis. Let us be your companion and guide on the road to success.
Visit each weekday to read new articles from our Counselor State of the Industry issue.
Client Spending
Showing Value
As client marketing budgets tighten, distributors must act strategically and connect promo to ROI to protect spend.
AI
The Tech Advantage
Distributors don’t need a sweeping AI strategy to begin seeing results. Instead, the key is simply starting somewhere.
Print On Demand
Ready When Needed
Print on demand is revolutionizing the market, but distributors need a measured approach to make it part of their business.
Preferred Suppliers
Tried & True
As distributors narrow their supplier networks, they’re doubling down on trusted partners while still keeping an eye on promising newcomers.
Distributor Snapshots
Meaningful Differences
Key characteristics stand out with distributors of varying sizes.
Sourcing
No Weak Links
From diversifying production across countries to strategically managing inventory, suppliers are building resilient supply chains in an era of constant disruption.
Labor
Hiring Headaches
More job applicants don’t always mean better candidates, but smart suppliers have found new ways to recruit, evaluate and retain top talent.
Cost Pressures
Pressure Points
Sourcing agility and robust forecasting are helping suppliers weather pricing uncertainty.
Distributor-Supplier Relationships
A Strong Bond
Reliability, expertise and top-notch service are essential for helping suppliers become indispensable partners to distributors.
Supplier Snapshots
A Matter of Scale
The bigger suppliers get, the greater the rewards — and the risks.
Top Markets
Sector Shake-Up
In a complicated economic year, some verticals thrived while others took a step back.
Top Products
In the Mix
Among the most-sold product categories, apparel continues to dominate
Economic Indicators
Truth in Numbers?
We used State of the Industry findings, ASI Research metrics and broader economic data to determine if these well-worn business clichés hold up.