2026 Big Survey Sign Pro Demographics

Age, gender, how often they check on signs, and more.

Published

7 days ago

March 8, 2026

Signs of the Times Staff Signs of the Times March 2026 Issue

You, Your Background & Outlook

REDUCED OPTIMISM ABOUT the economy during this year marks the biggest change from last year. With a new question this year, we found what was certainly expected — that most sign pros check up on their work, even when it’s out of their way.

10. What is your gender?

MEN, MEN, MEN. The Big Survey has consistently found 75-80% of owners and top managers to be male. Contrary to some opinions, only 11% of the women own or manage franchise shops.

11. How old are you?

Under 30
2%
30-39
6%
40-49
20%
50-59
25%
60-70
35%
Over 70
12%

AGING PROCESS. Those aged 60-70 are represented about 20% more this year than last, with those aged 50-59 down about the same amount.

12. How many different cities have you lived in as an adult?

JOURNEYMAN. One male respondent aged 40-49 is among those who has lived in more than 10 cities as an adult, which works out to moving at least once every other year. That’s a lot!

13. What’s your race or ethnicity?

Asian
1%
Black or African-American
1%
Hispanic, Latin or Spanish origin
4%
Middle Eastern or North African
0%
Multiracial
0%
Native American or Alaska Native
0%
Native Hawaiian or Pacific Islander
1%
White
90%
Prefer not to answer
2%
Prefer to self-describe (mixed heritage)
1%

SKIN IN THE GAME. Just 31% of the combined non-white respondents are aged 60 or older, making the majority of them significantly younger than their white counterparts.

14. What will be your No. 1 priority this year/for the next 12 months?

Growth
28%
Boosting profitability
38%
Bringing in new technology
3%
Clearing old inventory
0%
Cutting expenses
3%
Surviving
12%
Preparing to exit the business (succession, retirement, etc.)
12%
Other (training, optimizing, leaving the business, combo of above)
4%

ENDURANCE TEST. Surviving registered 2% in 2024, then 9% in 2025, but this year’s 12% surpasses even 2022’s post-pandemic, Big Survey all-time high of 11%.

15. Did or do any of your relatives work in the sign industry?

FAM BAM. These findings are within 2-3% of last year’s and reiterate just how family-connected the sign industry is.

16. How often do you go out of your way to check on one or more particular sign(s)?

Constantly
15%
Often
27%
Sometimes
22%
When I can
10%
Infrequently
17%
Never
8%
Other (when needed)
1%

THAT’S MY BABY. In this new question, more than 3 in 5 combined respondents go out of their way to check on a sign sometimes, often or constantly. Fewer than 1 in 12 says they never do.

17. On a scale of 1 to 10, where 1 is “very pessimistic” and 10 is “very optimistic,” how would you rate your outlook for the following?

ECONOMIC DOWNTURN. Last year’s optimism about the economy plunged by a quarter with respondents’ average rating at 6 vs. 8 in 2025. The other three measures remain at 8 where previous surveys have landed.

18. What has been your most notable sign-checkup experience, in one sentence?

After 20 years, the sign still looks fresh. Being called in by a regular client at 1 a.m. because a sign from another company caught fire. Checking out signs in other countries when I’m on vacation. Climbing on a roof is not fun. Drove by and found a monument sign we did completely smashed by a car. Getting dive bombed by a nesting peregrine falcon. Looking at how others build their signs and install them. Sometimes you hate to be right. The first time I went to Las Vegas. The sign was gone; the customer didn’t even know. Went to pick up a check and the customer died. You don’t know there is a problem if you don’t keep an eye on your work.

19. Sum up working in signs in five words or fewer.

Always something new. Best job/business ever. Challenging, rewarding, fun, and unique. Creative, innovative, problem solving. Fun most of the time. Hard work! Interesting, annoying, frustrating, rewarding. Long strange trip. Precision, safety, visibility, deadlines, teamwork. School of hard knocks. Whatever it takes. You learn something every day.

Go to part 3 2026 Big Survey Signshop Owner-Manager Earnings and Retirement.

Signs of the Times Staff

Signs of the Times has been the world leader in sign information since 1906. Contact Signs of the Times' editors at [email protected].

click to Comment(Comment)

Next Part

2026 Big Survey Signshop Owner-Manager Earnings and Retirement

Previous Part

The Big Survey 2026: Explore the Sign World

Secrets of Lead Generation

Boost your sales by generating more leads! In this light and lively webinar featuring Maggie Harlow, CEO of Signarama Louisville Downtown (Louisville, KY) and the “Business of Signs” columnist for Signs of the Times, learn the secrets of how leads are generated, where they come from and how you can cultivate better (not just more) leads.