Comparing distributors across revenue classes reveals a few clear themes as sales grow: Distributors tend to serve more clients, place larger and more frequent orders, work with a broader supplier base, and become more active in acquisitions. At the same time, certain challenges remain remarkably consistent, particularly the push to grow customer bases and maintain profitability. Use these promo industry distributor snapshots to see how your company compares with peers of a similar size and identify the traits, opportunities and challenges that define each stage of growth.
Extra Small Distributors | ($100K and Under in Revenue)
Extra Small Distributors
($100K and Under in Revenue)
Top 5 Markets
1. Education
2. Nonprofit
3. Construction
4. Associations & Clubs
5. Manufacturing & Distribution
Top 5 Products
1. T-Shirts
2. Drinkware
3. Caps/Headwear
4. Writing Instruments
5. Bags
are likely to acquire a company in the next year
Median Number of Clients Served
33
Percentage of Clients Retained
68%
Median # of Suppliers Purchased From
10
concerned about finding qualified workers
concerned about retaining their best workers
Average Value of Orders
$1,149
Median Number of Orders
127
Days to Get Paid
21
Top 3 Challenges
1. Increasing size of customer base
2. Remaining profitable under pressure to cut prices
3. Finding ideas to present to clients
Small Distributors | ($100K+ to $250K in revenue)
Small Distributors
($100K+ to $250K in revenue)
Top 5 Markets
1. Education
2. (tie) Manufacturing
2. (tie) Nonprofit
4. Construction
5. Healthcare
Top 5 Products
1. T-Shirts
2. Drinkware
3. Caps/Headwear
4. Other Wearables
(Hoodies, Sweatshirts, Jackets, Pants and Socks)
5. Polos
are likely to acquire a company in the next year
Median Number of Clients Served
55
Percentage of Clients Retained
85%
Median # of Suppliers Purchased From
20
concerned about finding qualified workers
concerned about retaining their best workers
Average Value of Orders
$1,249
Median Number of Orders
205
Days to Get Paid
25
Top 3 Challenges
1. Increasing size of customer base
2. Remaining profitable under pressure to cut prices
3. Retaining your best customers
Medium Distributors | ($250K+ to $1M in revenue)
Medium Distributors
($250K+ to $1M in revenue)
Top 5 Markets
1. Education
2. Construction
3. Healthcare
4. Associations & Clubs
5. Government
Top 5 Products
1. T-Shirts
2. Polos
3. (tie) Caps/Headwear
3. (tie) Other Wearables
(Hoodies, Sweatshirts, Jackets, Pants and Socks)
5. Drinkware
are likely to acquire a company in the next year
Median Number of Clients Served
85
Percentage of Clients Retained
83%
Median # of Suppliers Purchased From
28
concerned about finding qualified workers
concerned about retaining their best workers
Average Value of Orders
$1,492
Median Number of Orders
465
Days to Get Paid
30
Top 3 Challenges
1. Increasing size of customer base
2. Remaining profitable under pressure to cut prices
3. Finding ideas to present to clients
Large Distributors | ($1M+ to $5M in revenue)
Large Distributors
($1M+ to $5M in revenue)
Top 5 Markets
1. Education
2. Healthcare
3. (tie) Manufacturing
3. (tie) Nonprofit
5. Construction
Top 5 Products
1. T-Shirts
2. Other Wearables
(Hoodies, Sweatshirts, Jackets, Pants and Socks)
3. Polos
4. Drinkware
5. Caps/Headwear
are likely to acquire a company in the next year
Median Number of Clients Served
205
Percentage of Clients Retained
85%
Median # of Suppliers Purchased From
30
concerned about finding qualified workers
concerned about retaining their best workers
Average Value of Orders
$1,641
Median Number of Orders
1,500
Days to Get Paid
32
Top 3 Challenges
1. Increasing size of customer base
2. Recruiting and retaining well-qualified employees
3. Remaining profitable under pressure to cut prices
Extra Large Distributors | (Over $5M in Revenue)
Extra Large Distributors
(Over $5M in Revenue)
Top 5 Markets
1. Construction
2. Finance/Insurance
3. Manufacturing
4. Education
5. Healthcare
Top 5 Products
1. T-Shirts
2. Caps/Headwear
3. Other Wearables
(Hoodies, Sweatshirts, Jackets, Pants and Socks)
4. Drinkware
5. Polos
are likely to acquire a company in the next year
Median Number of Clients Served
450
Percentage of Clients Retained
83%
Median # of Suppliers Purchased From
75
concerned about finding qualified workers
concerned about retaining their best workers
Average Value of Orders
$1,701
Median Number of Orders
7,000
Days to Get Paid
34
Top 3 Challenges
1. Increasing size of customer base
2. Remaining profitable under pressure to cut prices
3. Recruiting and retaining well-qualified employees