2026 State of the Sign Industry

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

Published

4 weeks ago

March 17, 2026

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

STATE OF THE INDUSTRY

DESPITE SOMEWHAT lower 2024 to 2025 sales and net profits for most of our respondents, the state of the sign industry overall remains strong. This year we asked about the state of the industry in the respondents’ sales territories, and also found a slight dip in equipment investment. Meanwhile, our “threats to the industry” tracker shows a previous major concern abating while another rises.

48. How did your company’s sales volume change from 2024 to 2025?

Sales increased

48%

Sales decreased

25%

Sales stayed the same

27%

SALES FLATTENING. Historical Big Survey sales-increased rates: 62% (2022), 70% (2023), 66% (2024), 55% (2025). Sales-decreased rates: 19% (2022), 12% (2023), 17% (2024), 22% (2025).

49. How do you expect your company’s sales volume to change from 2025 to 2026?

Sales will increase

72%

Sales will decrease

Sales will remain the same

23%

EXPECTATIONS HIGH. Sales-will-increase rates: 73% (2022), 69% (2023), 65% (2024), 70% (2025). Sales-will-decrease rates: 6% (2022), 8% (2023), 10% (2024), 3% (2025).

50. For 2025, in what range was your company’s average net profit as a percentage of sales?

Under 5%
8%
5% to 10%
22%
10%+ to 20%
34%
20%+ to 30%
18%
30%+ to 40%
12%
More than 40%
6%

MANY NETTING LESS. Combined shops under 10% are up 43% vs. 2025 — not good. Combined shops 10+% to 30% are down 22% — also not great. Combined shops 30% and more are up 50% — which is nice.

51. For 2026, in what range do you expect your company’s average net profit to be?

Under 5%
2%
5% to 10%
18%
10%+ to 20%
38%
20%+ to 30%
22%
30%+ to 40%
14%
More than 40%
6%

MARGIN CALL. Combined shops at 20% or more average net profit have hovered around 46-48% through the previous four Big Surveys. This year that combined figure drops to 42%.

52. What is the state of the sign industry in your company’s sales territory, in a few words?

Mentioned most often: Good or pretty good (7), steady (7), very good or very strong (6), competitive (5). Also with multiples: busy, healthy, overcrowded, solid. Most optimistic: plenty of work for everyone. Most pessimistic: cutthroat.

53. What one thing, real or imagined, would most benefit the state of the sign industry?

AI incorporation
Get rid of AI — everyone now thinks they are designers
Better communication
Better economy
Better technology
Better training and exposure to the younger generation
City governments supporting good sign design
Code enforcement
Customers understanding how the industry works
Customers that were less selfish
Faster/easier permitting
Less government involvement, fewer regulations
More mentoring
People recognizing sign work as a worthy career
Standardized pricing structure as a guide for sign folks starting out
Stop undercutting prices to get the sale
Trade school designated just for signs
Unicorn customers that believe your opinion on color-theory topics

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

$0 — We spent nothing
16%
$1 to $10,000
27%
$10,000+ to $20,000
12%
$20,000+ to $50,000
13%
$50,000+ to $100,000
12%
More than $100,000
20%

SPEND LESS KEEP MORE. More respondents report investing nothing (16%, an all-time high) compared to last year’s finding (11%), but a few more invested $50K or more than reported last year.

55. What equipment did your company purchase in 2025? (Check all that apply.)

Bucket/crane truck
17%
Pickup truck/other vehicle
17%
Channel letter/metal bender
5%
CNC router
8%
Vinyl-cutting plotter
12%
Digital printer
18%
3D printer
9%
Laminator
11%
Laser engraver/cutter
11%
Software
32%
Computer(s) or hardware upgrade
51%
None
12%
Other (see below)
17%

SPEND LESS GET LESS. Only 3D printers, CNC routers and computer(s) or hardware upgrades tick up from 2025. All other categories hold steady or drop a bit, with software dropping the most (from 39%). Mentioned three times each in “other” — application table and laser welder. Also mentioned: ADA printer, assorted tools, DTS UV printer, dust-collection system, flatbed printer and photopolymer equipment, paint booth, specialized saw, trailer, truck-engine overhaul, tubing bender and 10-ft. brake.

56. In 2026, what range represents your company’s expected investment in equipment?

$0 — Expect to spend nothing
13%
$1 to $10,000
29%
$10,000+ to $20,000
16%
$20,000+ to $50,000
19%
$50,000+ to $100,000
14%
More than $100,000
9%

REASONABLE EXPECTATIONS. Fewer expect to invest nothing (15% in 2025), but fewer also expect to invest more than $100K (14% in 2025). Those expecting to invest $1 to $10K grew the most (23% in 2025).

57. 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
19%
Increasing competition from non-sign companies
20%
Recruiting and retaining staff
27%
Not diversifying or keeping up with changing demands
16%
Other (economy, Internet alternatives, low quality, high costs, lack of experienced staff)
13%

THREAT LEVEL MIDNIGHT. Though still the plurality this year at 27%, the threat we have followed consistently is recruiting and retaining staff: 19% (2020), 34% (2022), 38% (2023), 42% (2024) and 30% (2025). As this wave — which apparently crested two years ago — recedes, increasing competition from non-sign companies registers a new high this year.

Go to part 8 How Much Are Sign Companies Paying for Materials in 2026?

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].

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