Promotional Products in Canada - Market Research Report (2013-2028)
New York, United States
Last Updated: October 2023
NAICS 54189CARevenue
$2.5bn
Past 5-Year Growth
Profit
$XXX.Xm
Employees
8,421
Businesses
5,336
Wages
$XXX.Xm
Promotional Products in Canada industry analysis
The Promotional Products industry in Canada is poised to stumble as volatile economic activity lowered demand for industry products and services in 2020 due to the pandemic. The industry generates revenue through the distribution of specialty advertising on everyday items, such as mugs, calendars, and T-shirts. Industry enterprises do not manufacture these products, but rather imprint and distribute a client's advertising message on blank products that are purchased from manufacturers and industry suppliers worldwide. Corporate profit struggles have contributed to industry revenue pitfalls. Industry revenue is forecast to decline an annualized 0.9% to $2.5 billion in 2023. In 2023 however, industry revenue is expected to incline 0.1% due to growth in consumer spending and an associated influx of retail sales.Industry growth has been tempered by rising external competition, primarily from digital outlets. Online cataloguing and processing have made it easier for clients to go directly to manufacturers, bypassing industry operators altogether. The rise of total advertising expenditure in Canada has improved demand for promotional products, which offer an efficient and accessible way of marketing to businesses of all sizes. The pandemic caused a plummet in industry revenue in 2020, depleting corporate profit, retail sales and consumer spending, and ultimately tempering overall growth.The Promotional Products industry in Canada is poised to continue to endure strong external competition. The trend of companies increasingly spending on substitute forms of advertising is expected to continue. Companies may favour promotional products because they offer the advantage of repeated, tangible exposure and potential brand-name recognition. A projected rise in corporate profit and total advertising expenditure will likely boost industry demand. Industry revenue is expected to expand an annualized 0.8% to $2.6 billion in 2028 as profit reaches 9.7%.
Trends and Insights
- Increased competition and economic volatility have negatively affected industry profit. Wages growing while revenue struggled has further pressured industry profitability.
- Demand from each downstream market segment decreased in 2020, due to the adverse economic effects related to the pandemic. In particular, the decrease in corporate profit was detrimental toward the industry's major market demand, since businesses are the largest market segment for industry enterprises.
- The distribution of establishments in this industry is heavily concentrated in Ontario, Quebec, British Columbia and Alberta. The distribution of industry enterprises and their facilities is largely the result of the geographic spread of the industry's key downstream clients, including retail stores, which generally follow the distribution of Canada's population.
- Although all companies in this industry are related, they are not necessarily substitutes for one another. Consequently, not all companies within the industry are in direct competition with one another, instead focusing on market niches rather than attempting to dominate the industry in totality.
Industry Overview
Market size and recent performance (2013-2028)
Industry revenue has declined at a CAGR of 0.9 % over the past five years, to reach an estimated $2.5bn in 2023.
Trends and Insights
The industry follows the ebb and flow of the economy
- Like other advertising industries, the industry is highly cyclical and dependent on downstream corporate performance and broader advertising expenditure. Years in which total retail sales, advertising expenditure and corporate profit waned took a toll on the industry overall.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2024-2029)
Market size is projected to grow over the next five years.
Trends and Insights
Economic recovery spells success for industry enterprises
- Growth in total advertising expenditure and higher corporate profit levels as a result of the economy's growth are projected to drive an increase in revenue for the Promotional Products industry in Canada.
Biggest companies in the Promotional Products in Canada
| Company | Market Share (%)
2023 | Revenue ($m)
2023 | Profit ($m)
2023 | Profit Margin (%)
2023 |
|---|---|---|---|---|
Proforma Inc. | 108.5 | N/A | N/A | |
4imprint Group PLC | 98.6 | N/A | N/A | |
Staples Canada Inc. | 95.6 | 8.7 | 9.1 |
To view the market share and analysis for all 3 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Wearables, Desk and office accessories and Writing instruments. Wearables is the largest segment of the Promotional Products in Canada.
Trends and Insights
Wearables benefit from quality over quantity
- Wearables are the most common promotional product sold, accounting for an estimated 31.0% of total industry revenue in 2023. In terms of quantity produced, wearables are not the industry's largest product, but industry enterprises can sell wearable products at a higher cost to clients.
- More insights available in the full report
Widen you competitive advantage with related industries
Competitors
- Advertising Agencies in Canada
- Billboard & Outdoor Advertising in Canada
- Direct Mail Advertising in Canada
Complementors
- Public Relations Firms in Canada
International industries
- Promotional Products in the US
- Advertising Agencies in Australia
- Promotional Product Distribution in the UK
Table of Contents
About this industry
Industry definition
Operators in this industry provide promotional products, such as key chains, magnets and pens. They also offer a variety of advertising-related services, including promotional product distribution, sign lettering and window dressing. This industry does not include advertising services, public relations services, media buying services, media representation services, display advertising services, direct-mail advertising services or marketing consulting services.
What's included in this industry?
Selling wearable promotional productsSelling desk and office accessory promotional productsSelling writing instrument promotional productsSelling drinkware, housewares and other home promotional productsSelling other promotional productsCompanies
Proforma Inc.4imprint Group PLCStaples Canada Inc.Purchase this report to view all 3 major companies in this industry.
Related Terms
ADVERTISING SPECIALTYBELOW-THE-LINE PROMOTIONBLANKTRADITIONAL MEDIAIndustry Code
NAICS 54189 - Promotional Products in Canada
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Increased competition and economic volatility have negatively affected industry profit. Wages growing while revenue struggled has further pressured industry profitability.
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2013-2022) and forecast (2023-2028)
- Employees, including historical (2013-2022) and forecast (2023-2028)
- Businesses, including historical (2013-2022) and forecast (2023-2028)
- Profit, including historical (2013-2023)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Demand from each downstream market segment decreased in 2020, due to the adverse economic effects related to the pandemic. In particular, the decrease in corporate profit was...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2023
- Product innovation level
Charts
- Products & services segmentation in 2023
- Major market segmentation in 2023
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
The distribution of establishments in this industry is heavily concentrated in Ontario, Quebec, British Columbia and Alberta. The distribution of industry enterprises and the...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each province
- Share of population compared to establishments in each region in 2023
Tables
- Number and share of establishments in each province in 2023
- Number and share of revenue each province accounts for in 2023
- Number and share of wages each province accounts for in 2023
- Number and share of employees in each province in 2023
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Although all companies in this industry are related, they are not necessarily substitutes for one another. Consequently, not all companies within the industry are in direct c...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2018-2023
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Staples continues to expand in the Promotional Products industry through strategic acquisitions. For example, in 2015, Staples acquired Accolade Promotion Group, a leading di...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2019 through 2023
- Major companies in the industry, including market share, revenue, profit and profit margin in 2023
- Overview of Proforma Inc.'s performance by revenue, market share and profit margin from 2017 through 2023
- Overview of 4imprint Group PLC's performance by revenue, market share and profit margin from 2017 through 2023
- Overview of Staples Canada Inc.'s performance by revenue, market share and profit margin from 2017 through 2023
Detailed analysis
- Description and key data for Proforma Inc., and factors influencing its performance in the industry
- Description and key data for 4imprint Group PLC, and factors influencing its performance in the industry
- Description and key data for Staples Canada Inc., and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Associated growths in the number of businesses, retail sales and total advertising expenditure has supported the industry and controlled against some of the volatility inflict...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2013-2028)
- Assistance historical data and forecast (2013-2028)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Prominent companies can reduce per unit purchase costs through quantity discounts. The market power of large enterprises also give these participants an advantage when defini...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2023
- Investment vs. share of economy
Data tables
- Liquidity Ratios (2016-2021)
- Coverage Ratios (2016-2021)
- Leverage Ratios (2016-2021)
- Operating Ratios (2016-2021)
- Assets (2016-2021)
- Liabilities (2016-2021)
- Cash Flow & Debt Service Ratios (2013-2028)
- Revenue per Employee (2013-2028)
- Revenue per Enterprise (2013-2028)
- Employees per Establishment (2013-2028)
- Employees per Enterprise (2013-2028)
- Average Wage (2013-2028)
- Wages/Revenue (2013-2028)
- Establishments per Enterprise (2013-2028)
- IVA/Revenue (2013-2028)
- Imports/Demand (2013-2028)
- Exports/Revenue (2013-2028)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2013-2028)
- IVA (2013-2028)
- Establishments (2013-2028)
- Enterprises (2013-2028)
- Employment (2013-2028)
- Exports (2013-2028)
- Imports (2013-2028)
- Wages (2013-2028)
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Canada include:
- Statistics Canada
- Industry Canada
- Canadian Business Patterns
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
Frequently Asked Questions
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Promotional Products industry in Canada in 2024?
The market size of the Promotional Products industry in Canada is $2.5bn in 2024.
How many businesses are there in the Promotional Products in Canada industry in 2023?
There are 5,336 businesses in the Promotional Products industry in Canada, which has declined at a CAGR of 0.5 % between 2018 and 2023.
Has the Promotional Products industry in Canada grown or declined over the past 5 years?
The market size of the Promotional Products industry in Canada has been declining at a CAGR of 0.9 % between 2018 and 2023.
What is the forecast growth of the Promotional Products industry in Canada over the next 5 years?
Over the next five years, the Promotional Products industry in Canada is expected to grow.
What are the biggest companies in the Promotional Products market in Canada?
The biggest companies operating in the Promotional Products market in Canada are Proforma Inc., 4imprint Group PLC and Staples Canada Inc.
What does the Promotional Products in Canada include?
Selling wearable promotional products and Selling desk and office accessory promotional products are part of the Promotional Products industry.
Which companies have the highest market share in the Promotional Products in Canada?
The company holding the most market share in Canada is Proforma Inc..
How competitive is the Promotional Products industry in Canada?
The level of competition is high and increasing in the Promotional Products industry in Canada.
