For distributors and the markets they sell to, it’s a delicate dance. On one hand, distributors are expected to know a market inside and out to provide the absolute best solutions. And on the other, they need to actively diversify their client base – the wisdom of which has once again been proven by the events of the last few years. Distributors must broaden their knowledge and go deep when it matters most.

So let our annual Big Markets guide help. We take a look at five of the biggest markets for promo, and offer the top-down view as well as surefire strategies from distributors and winning product picks. If you’re looking to get into a new market or drive your success in a current one, we have you covered.

It’s certainly been a rollercoaster ride for the promo financial market this past year. Persistently high inflation, rising interest rates and a turbulent stock market (particularly in high-profile industries like tech and crypto) all put pressure on this sector to assuage nervous consumers, as they face decreases in disposable income, geopolitical tumult and a possible recession. And that was all before last month’s financial crisis that led to the failures of multiple institutions – most notably Silicon Valley Bank.

And yet, the myriad challenges present opportunity for promo campaigns for the nearly 8 million Americans who work in this industry. There’s been a growing demand for trustworthy financial professionals who can help consumers navigate choppy waters, and they’re looking to re-engage with current and potential customers on the other side of the pandemic. Meanwhile, firms of all types and sizes continue to vie for top-tier talent, pointing to an ongoing need for employee engagement efforts.