4 Key Takeaways from ASI’s First Show of 2026

2026 got off to a strong start, with ASI Show Orlando welcoming attendees from almost every state and 15 countries to the Orange County Convention Center from Jan. 5 to 7. There were plenty of new products and promo trends to browse among the 572 exhibitors, but there was also a slew of educational and networking opportunities on hand.

ASI Show Orlando was held from Jan. 5-7 at the Orange County Convention Center. | Credit: ASI

Here are four of the most significant takeaways from the show.

1. Promo Is Optimistic About 2026 Sales

Though 2025 had its share of ups and downs, the promo industry ultimately ended on an upswing. In fact, North American promotional products distributors generated a record $27.7 billion in sales for 2025, up 4.2% from 2024’s figure of 26.6 billion.

Real-time polling ASI Orlando attendees revealed confidence that 2026 will be even better: 93% of distributors expect an increase in sales this year. Other key stats? Nearly 60% currently offer print-on-demand services to clients, and 88% believe AI will positively impact their business.

2. Sustainable Business Practices Are a Must, Not a Nice-to-Have

Lindsay Hapmson, president and founder of ThisRock, explained that printers and promo distributors need to have their sustainability bona fides in place to remain competitive. “Doing nothing now is a business risk,” she added.

For those just getting started on the journey, she recommended crafting a basic sustainability statement and reporting Scope 1, 2 and 3 greenhouse gas emissions whenever possible. It’s also worth considering pursuing certifications that make sense for their size, budget and client expectations, like EcoVadis.

3. AI, Used Thoughtfully, Is a Competitive Advantage, Not a Replacement for People

Sterling McKinley of Clarity AI Solutions explained that AI isn’t smart on it’s own – it needs clear direction and human input to deliver results. He showed how thoughtful prompting lets AI act as a sales assistant, analyze competitors and create targeted outreach.

Perhaps most important of all, he stressed that generative AI technology is not a replacement for people; instead, it can be a competitive advantage, as long as it’s used collaboratively, edited carefully and guided by real business context.

4. Risk-Taking and Authenticity Are Key to Building a Strong Brand

Melissa Proctor, chief marketing officer of the Atlanta Hawks, was the keynoter for the Orlando show. She shared a story of persistence, tracing a patch from becoming the Miami Heat’s first ball girl to leading the Hawks’ brand revival. She emphasized the importance of taking smart risks, being authentic and prioritizing community, experience and identity to create lasting loyalty.

For those who missed out on Orlando, don’t fret. ASI’s next trade show is fast approaching. ASI Show Fort Worth will run from March 9 to March 11 at the Fort Worth Convention Center. Register here.

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.