On the surface, not much changed with promo’s top verticals. Last year’s top five markets were the same as the prior year, and only one (healthcare) increased or decreased by more than one percentage point. But as we know, a lot has happened in 2025, and just about every sector is grappling with significant tariffs, federal spending cuts or economic uncertainty. So, we’ve evaluated each market and how greatly impacted it's been this year. Regardless of the vertical, distributors need to connect with clients to assess their needs and stability heading into the rest of the year.
Top Markets for Promo Products Sales in 2024
(As Percentage of Overall Promo Products Sales)
(Dollar amount in millions)
Outlook for Top Markets in 2025
Education
2025 Impact: Major
The outlook for promo’s top market is in flux amid federal funding cuts and efforts to eliminate the Department of Education.
Health Care
2025 Impact: Major
Disappearing grants and significant job cuts will majorly impact hospitals and health systems moving forward.
Construction
2025 Impact: Major
While some key materials are exempted from tariffs, levies on steel and aluminum will contribute to a slowdown in new projects.
Manufacturing / Distribution
2025 Impact: Major
Yes, American manufacturers will benefit tremendously, but a pullback in consumer spending will hurt this sector overall.
Financial / Insurance
2025 Impact: Moderate
This market has settled down as the trade war starts to simmer, but the tariff announcements initially rocked financial institutions of all stripes.
Nonprofit
2025 Impact: Moderate
While less federal funding will certainly hurt, nonprofits will have to aggressively market themselves to secure private donations.
Restaurants / Travel / Lodging
2025 Impact: Major
A lack of discretionary spending money means less vacations and going out to eat.
Associations / Clubs / Civic Groups
2025 Impact: Moderate
These groups will likely see declines in participation and spending from members.
Technology
2025 Impact: Major
An industry highly reliant on imported electronics will be hit hard with price increases and supply chain snafus.
Ad agencies / marketing companies
2025 Impact: Major
Though not product-centric like some industries, clients will be looking to save where they can – especially on marketing.
Professional services
2025 Impact: Moderate
Cost-cutting initiatives are definitely going to impact demand for these services.
Government
2025 Impact: Major
Massive, seismic layoffs are reshaping every federal agency – and their marketing budgets.
Retail
2025 Impact: Moderate
Tariff fears actually prompted gains in Q1, but higher prices, wary consumers and a lack of inventory have started to hamper sales.
Automotive
2025 Impact: Major
As long as 25% tariffs remain on imported cars and auto parts, dealer sales will suffer.
Real Estate
2025 Impact: Major
Buyers backing out of deals + others waiting to sell + lack of new construction = lack of homes to sell.
Consumer products
2025 Impact: Moderate
This price-sensitive category is going to be upended by higher costs, supply chain disruption and cautious consumers.
Elections / Political Events
2025 Impact: Moderate
Good news? A rise in Made-in-America products. Bad news? It’s not an election year.