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 10 or fewer employees, the first of several company size categories surveyed throughout the United States.

The United States Small Business Administration defines a small business as a company with 500 employees or fewer, which encompasses almost all registered businesses in the U.S. And companies with less than 10 employees account for almost 80% of that figure, according to Pew Research Center.

According to ASI’s 2024 end-buyer research, this company demographic is more likely to be price conscious, with more end-buyers naming price as their top promo consideration than any other market surveyed. When purchasing promo, small business end-buyers of promotional products from companies with 10 or fewer employees are more likely to order magnets than any other company size.

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