As we approach the halfway mark of 2026, Brendan Menapace, content director of Print & Promo Marketing, and Hannah Rosenberger, data analytics editor at Counselor, explored some of the most pertinent statistical data from the 2026 Print & Promo Marketing “State of Print” feature.
One highlight from the discussion: 60% of distributors surveyed reported that they are offering print on demand, adding credence to the idea that POD will continue to grow in importance in print and promo. A majority of respondents also said they agree that adding promotional products and/or print services would be a growth opportunity over the next three years as customers increasingly seek a simplified, one-stop shop ordering experience. Brendan and Hannah discuss how certain sales verticals could be opportunities for success across print and promotional products, and how certain societal and environmental factors could have impacted the statistics and general attitude around aspects of the industry, such as general optimism and outlook.
Podcast Chapters:
0:31: POD growth and direct-to-film expansion
2:53: Promotional products as growth opportunities
5:46: One-stop shops and customer expansion strategies
8:43: Healthcare and education: dominant verticals
10:27: Opportunities for print in hospitality
12:36: Government sector challenges and future opportunities
14:52: Business outlook, uncertainty and closing thoughts
Key Takeaways
• POD continues to gain momentum, with DTF technology driving adoption and expanding into new product categories beyond apparel.
• Nearly all surveyed distributors (94%) believe promotional products represent a growth opportunity, reinforcing the convergence of print and promo services.
• The biggest growth opportunity for distributors is increasing spend from existing customers through broader product offerings and one-stop shop solutions.
• Healthcare and education remain the most reliable and consistent verticals for both print and promotional products due to their ongoing operational needs.
• Industry optimism softened slightly for 2026, but much of that appears tied to temporary economic and geopolitical uncertainty rather than underlying market weakness.
