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 11-50 employees, the second of several company size categories surveyed throughout the United States.

Companies in this category account for more than a quarter of total revenue among small businesses, according to Pew Research Center. And based on market research from the North American Industry Classification System, some of the largest industries making up this demographic include hospitality (especially restaurants and hotels) and construction.

According to ASI’s 2024 end-buyer research, companies with 11-50 employees value functionality in their promo products; more small-business end-buyers of promotional products in this demographic named functionality as their top promo consideration than any other market surveyed. And their product interests follow that trend, with companies of this size more likely to purchase drinkware than any other market.

Click here for a PDF of this infographic.