FROM OUR FINDINGS, the state of the sign industry remains strong. Sales and profits — last year’s actuals and this year’s expected — continue positive trends. Responses further suggest that equipment investment, up a bit this year compared to last, may dip back down slightly. Last but not least, recruiting and retaining staff poses not only the top perceived threat to the sign industry, but also expresses a feeling shared by an increasing number of sign professionals.

40. For 2023, in what range was your company’s average net profit as a percentage of sales?

41. For 2024, in what range do you expect your company’s average net profit to be?

Under 5%
4%
5% to 10%
14%
10%+ to 20%
34%
20%+ to 30%
32%
30%+ to 40%
10%
More than 40%
6%

42. In 2023, what range represents your company’s investment in equipment?

44. In 2024, what range represents your company’s expected investment in equipment?

$0 — Expect to spend nothing
13%
$1 to $10,000
24%
$10,000+ to $20,000
15%
$20,000+ to $50,000
21%
$50,000+ to $100,000
16%
More than $100,000
11%

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45. At present, which of the following do you think is the greatest threat to the sign industry?

Increasing number of other sign companies (market saturation)
5%
Increasing competition from other sign companies on pricing
21%
Increasing competition from non-sign companies
14%
Recruiting and retaining staff
42%
Not diversifying or keeping up with changing demands
8%
Other (regulations, rising costs, all of the above)
10%

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