2025 Counselor Industry Overview: Promotional Trends, Trade Policies, and Technological Advancements Unveiled by ASI
In the face of persistent financial challenges, supply chain disruptions, and steep import taxes, the promotional products industry has demonstrated remarkable agility and innovation, according to the Advertising Specialty Institute (ASI) in its 2025 Counselor State of the Industry report.
The report, released this year, offers valuable insights into the trends, challenges, and opportunities shaping the future of the $26.6 billion industry. Timothy M. Andrews, ASI's president and CEO, highlighted the determination and creativity of suppliers and distributors in the sector.
One of the key findings in the report is the response of 70% of suppliers to the tariffs imposed in Q2 2025. Many raised their prices as a means of coping with the increased costs. Distributors, too, have been adapting to the tariff uncertainty through a variety of strategies, including pricing adjustments, diversified sourcing, and the provision of value-added services.
Despite the average sales declines of 3.6% in Q1 and 3.2% in Q2 of 2025, many distributors remain optimistic. This optimism is reflected in the growing trend of distributors offering company stores to clients, signalling increased demand for customised, tech-enabled solutions. As of now, 46% of distributors provide this service.
The ASI data team also compared the revenue growth and stock performance among publicly traded and private equity-backed firms on the Counselor Top 40 list to their privately owned counterparts. However, there is no specific information available about companies that transformed the promotional products market through acquisitions in 2025 or the resulting changes. The search results do not cover acquisitions or market changes in the promotional products sector for that year.
In conclusion, the promotional products industry has shown resilience in the face of challenging circumstances, demonstrating a capacity for innovation and agility that bodes well for its future. The industry continues to evolve, and the 2025 Counselor State of the Industry report serves as a valuable resource for understanding its current state and future prospects.
