​Introduction

Total promotional products sales exceeded a record $26 Billion in 2023, as reported by both PPAI and ASI. There are three major constituencies within the industry that are primarily responsible for this annual sales volume: Suppliers; Distributors; and Distributor Salespeople (“Salespeople”). Without question, Salespeople are the most significant constituency within the promotional products industry. They are the largest group within the industry, and they generate the majority of industry sales. Salespeople are the backbone of the industry and the engine that powers the industry forward.

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Distributors and Suppliers

The two most visible and high-profile constituencies in the promotional products industry are Distributors and Suppliers. It is estimated that there are between 25,000 to 30,000 Distributors in the industry, with 25,000 to 26,000 being the more popular range. It is estimated that there are as many as 3,500 promotional products and apparel Suppliers that serve the industry. The actual number may be lower with ongoing Supplier consolidation and given that only 1,000 Suppliers (approximately) will be exhibiting at the 2025 PPAI Expo.

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Salespeople

Now, compare the number of Distributors and Suppliers in the industry with the number of Salespeople. It is estimated that there are as many as 150,000 Salespeople working in the promotional products industry, with roughly 50% working as full-time sales professionals. This is worth emphasizing: There are approximately 75,000 full-time Salespeople working in the promotional products industry. These estimates are the consensus among industry leaders.

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The Important Role of Salespeople

The statements below articulate the important role that Salespeople play in the promotional products industry – and demonstrate the positive and undeniable impact Salespeople have on the industry.

 

• Salespeople constitute the largest group of individuals working in the promotional products industry.

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• Salespeople are responsible for the majority of annual promotional products sales.

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• The financial success of (a) Suppliers, (b) Distributors (with Salespeople), and (c) other organizations that do business in the promotional products industry, is largely dependent on the sales generated by Salespeople.

 

• Salespeople support the livelihood of most individuals who work in the promotional products industry.

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• Salespeople are essential contributors to the general welfare of the promotional products industry and are vital for a healthy and vibrant industry.

 

• Knowledgeable, professional and successful Salespeople (i) improve the reputation of the promotional products industry, (ii) strengthen the industry’s financial performance, and (iii) enhance the industry’s overall success.

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The Lack of Salespeople Recognition

Distributors and Suppliers regularly, and deservedly, receive recognition and accolades for their important contributions to the promotional products industry. Regrettably, Salespeople do not receive the type of recognition or accolades that are bestowed on Distributors and Suppliers – recognition and accolades that Salespeople absolutely deserve, especially given their significant and outsized contributions to the growth and success of the industry. This is a slight to Salespeople who work so hard to support and elevate the industry (as articulated in the bulleted points above).

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The Greater Injustice

Information is power. Unfortunately, information relevant and important to Salespeople is often not readily available to them (or, at times, is actively denied to them). This frequently places Salespeople at a disadvantage vis-à-vis other industry participants and serves as an impediment to their ability to make informed decisions. This lack of access to relevant industry information is an even greater injustice to Salespeople.

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The Birth of the Association of Promotional Products Salespeople

It cannot be said enough: Salespeople are the backbone of the industry and the engine that powers the industry forward. The visibility, recognition and stature of Salespeople must be elevated to a level that is commensurate with their significant role within, and immense contributions to, the promotional products industry. These are among the reasons why the Association of Promotional Products Salespeople was established. The Association of Promotional Products Salespeople (APPS) is the only organization in the promotional products industry that focuses exclusively on serving and supporting Salespeople.

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Objectives and Mission

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In addition to providing relevant and timely information generally, APPS has three foundational objectives for supporting Salespeople: (1) Engagement – fostering engagement and meaningful community; (2) Education – providing knowledge and best practices for success; and (3) Empowerment – instilling confidence to seize opportunities. With this as its focus, APPS seeks to be the “go-to” resource for Salespeople.

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The mission of APPS is to engage, educate and empower promotional products salespeople within a uniquely supportive professional community, and to provide its member salespeople with the knowledge, support and confidence they need to pursue and achieve their personal, professional and financial goals.

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Conclusion

While the focus of APPS is squarely on supporting Salespeople, the positive effects of APPS will be widespread. Certainly, Salespeople will benefit directly. In addition, though, Distributors and Suppliers, and the entire promotional products industry, will benefit meaningfully as well.

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Without exception, everyone in the promotional products industry should support and celebrate Salespeople. The Association of Promotional Products Salespeople is taking the lead in supporting and celebrating Salespeople and elevating their visibility, recognition and stature within the industry.

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Ross Silverstein
Chief Executive Officer
January 2, 2025

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