ASI Research has launched a new series profiling the people distributors work with most closely: end-buyers. Each week, we’ll release a new dataset 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 51-100 employees, the third of several company size categories surveyed throughout the United States.

There are more than 150,000 registered businesses in the U.S. that fall into that company size range, according to the North American Industry Classification System (NAICS). Market research from the NAICS reports that some of the largest industries among this end-buyer small business demographic include education and healthcare.

According to ASI’s 2024 end-buyer research, companies with 51-100 employees are focused on both increasing brand awareness and increasing sales with promo; more small business end-buyers of promotional products in this demographic named those as goals when using promo than other company size categories. Companies with 51-100 employees are also more likely to buy products such as calendars, stationery and gift wrap than other company sizes.

Click here for a PDF of this infographic.