ASI Research has launched a new series profiling the people distributors work with most closely: end-buyers. Each week, we’ll release a new data set that spotlights one of eight markets and looks at end-buyers through demographics such as gender, region and company size.

This week, our research focuses on end-buyers at companies with 101-500 employees, the fourth of several company-size categories surveyed throughout the United States.

Small businesses – defined by the United States Small Business Administration as those with less than 500 employees – employ almost half of the people working in the private sector, according to Pew Research Center. The segment of that demographic made up by businesses with 101-500 employees accounts for 38% of small-business revenue overall.

According to ASI’s 2024 end-buyer research, companies of this size particularly value well-targeted products, with more end-buyers with 101-500 employees naming “better targeted products” as an important distributor benefit than other company sizes. The most common items purchased by these small-business end-buyers of promotional products include T-shirts, caps/headwear, bags and desk/office accessories.

Click here for a PDF of this infographic.