For those doing business in the promotional products industry, navigating the abnormal has become, well, normal. Each year this decade has brought a fresh set of challenges for both distributors and suppliers to overcome. In 2025, the defining issue has been clear: the U.S. government’s tariff strategy and the resulting economic ripple effects. The impact on the promo industry has been significant. Yet, rather than retreating in the face of adversity, merch companies are once again proving their resilience.
Suppliers and distributors don’t need rescuing – but they could always use a little help. That’s where our 2025 Counselor State of the Industry package comes in. Based on a comprehensive survey of hundreds of distributors and suppliers, this year’s report delivers a wealth of data on how the industry performed in 2024 and through the first half of 2025. The statistics – organized into distributor- and supplier-focused sections – are paired with firsthand insights from industry leaders on the key trends reshaping the business of promo.
Yes, 2025 has been a very tough year. But it can still be a successful one. Counselor’s annual package is here to help you make that happen.
Check out the entire Counselor State of the Industry package on ASI Central.
