2025 State of the Sign Industry

Sales, profit margins, equipment investment and the greatest threats to the industry.

Published

1 month ago

March 7, 2025

Signs of the Times Staff

A SOLID IF NOT SPECTACULAR financial year in 2024 suggests the state of the sign industry is strong. Though more companies report lower sales last year, an incredible margin expects an increase in 2025, with slightly higher profits to boot. The majority did not last year, and do not plan this year, to make major investments in equipment. Perhaps most surprising is the reversal of the growing trend of the greatest perceived threat to the sign industry… though it remains #1.

41. How did your company’s sales volume change from 2023 to 2024?

GOOD, BEEN BETTER. Sales increases dropped about 16% from last year’s Big Survey, while sales decreases increased nearly 30%. The portion staying the same rose 35%.

42. How do you expect your company’s sales volume to change from 2024 to 2025?

COCKEYED OPTIMISTS. Despite or perhaps because of last year’s sales drop for some, more respondents expect sales to increase this year and fewer expect a decrease. That ratio exceeds 23 to 1, by the way.

43. For 2024, in what range was your company’s average net profit as a percentage of sales?

Under 5%
4%
5% to 10%
17%
10%+ to 20%
39%
20%+ to 30%
28%
30%+ to 40%
6%
More than 40%
6%

TOWARD THE MEAN. The numbers moved toward the middle ranges this year with only half as many under 5% net profit, but also only half as many in the 30%+ to 40% range.

44. For 2025, in what range do you expect your company’s average net profit to be?

Under 5%
0%
5% to 10%
18%
10%+ to 20%
36%
20%+ to 30%
30%
30%+ to 40%
9%
More than 40%
7%

TIGHTENING THE NET. Not unexpectedly, a few more survey-takers expect to net more profit in 2025 vs. 2024 — don’t we always? — with the percentages reflecting a filtering up of 3-4% across most ranges, and no one under 5%.

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

SPENDTHRIFTS. With more small sign companies participating this year, the combined spend up to $10K more than doubled with respondents spending more than $100K down about a quarter.

46. In 2025, what range represents your company’s expected investment in equipment?

$0 — Expect to spend nothing
15%
$1 to $10,000
23%
$10,000+ to $20,000
16%
$20,000+ to $50,000
19%
$50,000+ to $100,000
13%
More than $100,000
14%

SMALL SPENDERS. All percentages are within 3% of 2024’s predictions with a combined 54% planning to invest $20K or less in 2025.

47. 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)
8%
Increasing competition from other sign companies on pricing
18%
Increasing competition from non-sign companies
16%
Recruiting and retaining staff
30%
Not diversifying or keeping up with changing demands
13%
Other (Internet, low quality, high costs, idiots)
15%

FIVE-YEAR TREND. From 19% in 2020, 34% to 2022, 38% in 2023, and 42% in 2024, the greater number of small shops this year are likely hiring less than previous respondents. Even so, recruiting and retaining staff, though still threat #1, has significantly reversed its trend.

48. What equipment did your company purchase in 2024? (Check all that apply.)

FULLY EQUIPPED. Applicator table, automatic stapler for channel letters, CNC plasma, flatbed printer, Hafner Saw, new building, paint booth, print-finishing equipment, sandblasting, screenprinting equipment, water jet, welding table and machines.

49. What is your most profitable sign product or service?

A TO Z — ACM, ADA, architectural, banners, boat graphics, channel letters, custom, design services, digital printing, dimensional, electric, EMC, installation, interior, large format, LED, monument, neon, printed vinyl graphics, pylon, retail, service work, vehicle graphics, wall murals, wayfinding, window graphics.

50. What is your least profitable sign product or service?

BANNER DAY? Acrylic, ADA packages for apartments, any job under $5K, any work hired by corporate sign companies, apparel, awnings, banners (say many), business cards, carved, EMC, installation, large projects, lawn signs, metal, non-illuminated letters, one-offs, outsourced jobs, permits, POP, printing, real estate, short-run decals, “small anything,” vehicle wraps, vinyl graphics, yard signs.

Mars Bravo: The Most Interesting Name in the Sign Industry

Mars Bravo is not the kind of name you hear very often in the sign industry — the kind of name more likely to follow, “Ladies and gentlemen, please welcome to the stage…!” In this episode, Eric interviews Mars to find out about her start in the sign industry and her ideas for the future, first with how she got her name.