USA – For the fourth time, the American industry network, ASI (Advertising Specialty Institute), has conducted a study on the European promotional products market.
According to the study published in August 2026, European promotional products distributors generated an estimated annual sales of US$ 14.83 billion (approx. €12.79 billion), marking a low single-digit percentage increase compared to the previous year. The analysis covered distributor sales in the United Kingdom, the 27 countries of the EU, Iceland, Norway and Switzerland. ASI Research compiles annual sales estimates for the promotional products market in each country based on extensive interviews with key players in the British and European promotional products markets, as well as data on GDP growth, population figures and other economic factors.
Overall, ASI Research recorded a total growth of 1.8%, bringing the estimated total sales in the EU for 2025 to approximately US$ 11.23 billion (approx. €9.69 billion). According to ASI Research, this figure is lower than the 4.2% growth rate reported for the USA – a rate that was, however, partly driven by tariff-related price increases.
The study reveals a highly inconsistent development in the individual countries. ASI notes that the top markets, in particular, are still grappling with economic headwinds and buyer uncertainty. For instance, the annual sales on the German promotional products market declined for the third consecutive year – most recently by 5% year-on-year. Sales in France also declined by around 1.5%. In contrast, the United Kingdom and the Scandinavian countries reported a favourable result for the year (see also the simultaneously published study by Sourcing City).
Although the study records an overall increase in the European market compared to the previous year, the ASI attributes this primarily to revised market estimates, rather than to general growth. Without these adjustments, the overall figures would suggest that the European market had contracted. According to the ASI report, which cites numerous European industry experts, who were interviewed beforehand, the factors that are influencing the market mood include a weakening overall economy, US-imposed tariffs, the war between Russia and Ukraine and the associated rise in energy prices, as well as mounting administrative challenges that are more extensive than those of the US market.
