These figures have changed drastically since last year. For example, distributors in the $10M-$25M range last year reported an average order size of 3,653, indicating a decrease of almost 2,000 one year later. Meanwhile, $100M+ distributors saw an increase of 800 in 2025. TABLE 5: Revenue From Top 3 Clients Distributors $100M+ 23% Distributors $25M-$100M 28% Distributors $10M-$25M 25% Distributors $3M-$10M 33% Distributors Under $3M 55% Williams says that about 25% of Spark Branded Solutions’ revenue comes from its top three clients, which is just under the industry average for distributors in the $3M-$10M range. “For a company at our stage, that balance feels intentional,” Williams says. “It reflects strong, trusted partnerships without being completely dependent on any one account, which is important. We also have a ton of opportunity in the pipeline with existing clients while continuing to bring on new, high-potential accounts. Not all our eggs in one basket, and not even in one industry, which just makes the business feel more stable and scalable as we grow.” TABLE 6: Revenue From Top 10% Of Sales Reps Distributors $100M+ 17% Distributors $25M-$100M 30% Distributors $10M-$25M 27% Distributors $3M-$10M 34% Distributors Under $3M 73% “The data highlights how smaller firms still rely heavily on a few clients and top reps, showing the industry’s gradual shift toward more operational consistency as companies grow,” Frase says. TABLE 7: Average Full-time Sales Rep Distributors $25M-$100M 23 Distributors $10M-$25M 14 Distributors $3M-$10M 8 Distributors Under $3M 3 This is the first example of a large contrast between staff size in segments that repeats in the next two categories. Predictably, the largest distributors have a much greater pool of sales reps working for them. However, this doesn’t necessarily guarantee an obvious ceiling for companies with fewer sales reps. Savvy investments in technology and online orders can eliminate friction in the order process, which could give some companies the ability to operate at a high level with fewer customer service personnel. TABLE 8: Average Full-time Customer Service Reps Distributors $25M-$100M 17 Distributors $10M-$25M 10 Distributors $3M-$10M 4 Distributors Under $3M 2 “If you had asked before COVID, we would’ve had six,” Switzer says, “but in 2023 and after many technology improvements, we went down to four and remain there today. Automation is everything.” The State of Growth 2026 | Must Read As this industry continues to evolve at a rapid pace, smaller organizations face an increasingly difficult challenge competing against larger, better-resourced distributors. —MICHAEL WOLAVER, FOUNDER OF MAGELLAN PROMOTIONS Savvy investments in technology and online orders can eliminate friction in the order process, which could give some companies the ability to operate at a high level with fewer customer service personnel. PPAI • JULY 2026 • 27
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