While suppliers of all sizes are navigating the same industry environment, the way they experience it shifts the bigger they get. Smaller companies are more focused on attracting new customers and protecting existing relationships, while larger firms report better retention rates and greater acquisition activity but also higher exposure to cybersecurity threats and stiffer labor challenges. Yet across every revenue class, concerns about profitability and competitive pressures remain top of mind. The promo industry supplier snapshots that follow highlight how companies at different stages of growth compare across key business metrics, providing valuable benchmarks for measuring your own performance and identifying opportunities for improvement.
Small Suppliers | ($1M or less in revenue)
Small Suppliers
($1M or less in revenue)
view other industry suppliers as their top source of competition
think private equity investment is good for the industry
of orders require five-day or less turnaround
3.22
health rating (out of 5)
3.40
forecasted rating for 2026
13%
say they’re likely to acquire a company in the next year
35%
Increased Their Sales in 2025
64%
Of Clients Retained
21%
Have Been the Target of a Cyber or Ransomware Attacks
Top 3 Challenges
1. Increasing the size of distributor/customer base
2. Remaining profitable under pressure to cut prices
3. Retaining their best customers
Medium Suppliers | ($1M+ to $5M in revenue)
Medium Suppliers
($1M+ to $5M in revenue)
view other industry suppliers as their top source of competition
think private equity investment is good for the industry
of orders require five-day or less turnaround
3.33
health rating (out of 5)
3.58
forecasted rating for 2026
6%
say they’re likely to acquire a company in the next year
39%
Increased Their Sales in 2025
76%
Of Clients Retained
14%
Have Been the Target of a Cyber or Ransomware Attacks
Top 3 Challenges
1. Remaining profitable under pressure to cut prices
2. Increasing the size of distributor/customer base
3. Upgrading their website
Large Suppliers | ($5M+ to $25M in revenue)
Large Suppliers
($5M+ to $25M in revenue)
view other industry suppliers as their top source of competition
think private equity investment is good for the industry
of orders require five-day or less turnaround
3.58
health rating (out of 5)
3.70
forecasted rating for 2026
33%
say they’re likely to acquire a company in the next year
67%
Increased Their Sales in 2025
83%
Of Clients Retained
18%
Have Been the Target of a Cyber or Ransomware Attacks
Top 3 Challenges
1. Increasing the size of distributor/customer base
2. Remaining profitable under pressure to cut prices
3. Increased financial demands from distributors
Extra Large Suppliers | (Over $25M in Revenue)
Extra Large Suppliers
(Over $25M in Revenue)
view other industry suppliers as their top source of competition
think private equity investment is good for the industry
of orders require five-day or less turnaround
3.09
health rating (out of 5)
3.64
forecasted rating for 2026
45%
say they’re likely to acquire a company in the next year
64%
Increased Their Sales in 2025
88%
Of Clients Retained
46%
Have Been the Target of a Cyber or Ransomware Attacks
Top 3 Challenges
1. Recruiting & retaining well-qualified employees
2. Remaining profitable under pressure to cut prices
3. Adding new services for distributors