Counselor 2026 State & Regional Sales Report

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 to see where your state ranks for its 2025 promotional products sales, and what opportunities await around the country.

2025 U.S. Promotional Products Sales Revenue
$25.5 billion | +4.1%

South West Northeast Midwest Downloadable Report

South

$10.5 billion | +3.9%

With four states reporting revenue of more than $1 billion, the South once again served as a powerhouse of promo sales in 2025. However, while two of those states – Florida and Georgia – outpaced the national 4.1% growth rate, North Carolina and Texas failed to do so. Slightly smaller gains in those two states likely drove down overall growth for the South, which was the only region to fall below the national rate. Still, other Southern states posted notable upticks, including Tennessee (+6.4%) and Kentucky (6.8%), which were among the fastest-growing states nationwide. South Carolina, too, which is the nation’s fastest-growing state by population, notched a promo sales increase of 4.3% and brought its total sales over half a billion.

West

$5.7 billion | +4.5%

With $1.8 billion in promo sales, California is the largest market in the West. The fact that the state grew by 4.6% last year is a key reason why the West was the fastest growing of the four regions. ASI Research’s data also revealed particularly strong showings from some of the West’s other larger markets – namely Colorado (+5.9%), which saw record economic output from tourism in 2025, and Utah (+5.3%), which has consistently been ranked among the top states for economic outlook. While growth in some smaller markets was notably slower, a few others – including Idaho, Montana, Hawaii and Wyoming – also outpaced the national average.

Northeast

$4.7 billion | +4.3%

Long the picture of steady-but-slow sales growth, the Northeast took a noticeable leap last year to become the second fastest-growing region, thanks in part to a strong year from New York state (+5.4%). Maryland, though, was the only state in the country to record an estimated promo sales decrease in 2025, with revenue falling 1.5% as thousands of federal jobs were eliminated and the state’s GDP shrank. Still, growth was relatively strong and consistent across the board elsewhere, with the rest of the Northeast’s larger markets – Virginia (+3.8%), Pennsylvania (+4.3%), Massachusetts (+5.1%) and New Jersey (+5.0%) – all nearing or surpassing the national average growth rate.

Midwest

$4.6 billion | +4.1%

The Midwest was home to both the state with the largest overall sales growth in 2025 and the state with the smallest positive increase. Illinois, at the top, notched a 7.0% promo sales bump, with the state earning record tourism spend in 2025, as well as increasing incentivized investments from manufacturing, pharmaceutical and other sectors. On the opposite end, Missouri managed just a 1.8% sales increase that failed to keep up with estimated 2025 inflation rates, likely thanks to an intense year for severe weather and tornadoes in the state. Other than those two outliers, growth in the Midwest was highly consistent across its remaining 10 states, with promo sales increases falling within about half a percentage point of the national average.