Counselor’s annual State & Regional Sales Report tracks the performance of the promo industry across the United States. Our numbers from ASI Research show the U.S. market gained momentum last year, reaching $25.5 billion – a 4.1% year-over-year increase, more than double the prior year’s expansion rate. (The U.S. makes up 92% of the $27.7 billion North American promo market, with the remaining 8% attributed to Canadian sales.)
However, those figures should be viewed with some caution: Tariff-influenced price increases played a notable role in driving the gains. Still, comparing states and regions offers valuable insight into where performance is strongest and where it may be slowing. The South remains the nation’s largest engine, accounting for just over 41% of U.S. sales. The West (+4.5%) posted the strongest regional increase, followed by the Northeast (+4.3%), signaling momentum beyond the largest market. In an encouraging sign, two of the three largest states by promo sales (California and Florida) also outpaced the national rate. Meanwhile, Texas advanced just 3.1% – a trend worth watching given its $4 billion in sales.
Maryland was the only state facing declining estimated promo revenue, likely fueled by significant federal government job cuts throughout 2025. Otherwise, growth was largely widespread across regions, with nearly 60% of states outpacing the national figure.
“As we all know, each state has its own personality and economy, and providing these sales figures allows multistate distributorships and those who do business across state lines to understand which states are potentially more attractive for expansion than others,” said Nate Kucsma, ASI’s senior executive director of research. “While overall size matters, so does growth rate.”
Explore this year’s Counselor State & Regional Sales Report on ASI Central to see where your state ranks for its 2025 promotional products sales, and what opportunities await around the country.
