Brunal./.LightField Studios / Mikhail Turovi / 


The legal field is massive and growing, projected to become a trillion-dollar industry by next year, according to Statista. The United States accounts for almost half of the global legal services market, making it the largest market in the world. The U.S. is home to more than 1.3 million lawyers who work in private or corporate legal offices, or for federal, state and local governments. 

In an age of COVID-19, some legal practice areas are experiencing rapid growth. For example, (a website for job seekers) reports that health law is booming as attorneys in this field handle litigation for health-care industry clients, counsel health-care entities on regulatory and transactional matters, and ensure their clients meet regulations and laws.

According to Vault, bankruptcy and restructuring lawyers are also in high demand. These lawyers can represent debtors, creditors and equity interest holders, and often help restructure a business’ financial affairs. 

Insurance law is another expanding legal practice area. Attorneys in this field work to advise insurers or the insured on whether coverage exists and litigate when parties cannot resolve a coverage dispute. 

Litigation may be just ramping up when it comes to coronavirus-related lawsuits, from tenants suing landlords to business interruption claims to wrongful death suits. As of August, more than 4,000 claims have been filed against hospitals and senior-living facilities, cruise lines and airlines, and fitness companies, according to Hunton Andrews Kurth, an international law firm that runs a database of cases that emerge from the pandemic. 

Even before COVID-19, demand for legal services was growing, according to Deloitte, with most purchasers of legal services expecting to increase their spend on legal services in the next year. 

As the need for legal representation and guidance continues to rise, law firms and individual attorneys can use promotional products to spotlight their offerings, build brand awareness and prove their expertise. In a competitive field when clients have more choices than ever, branded items allow lawyers and firms to communicate their differentiating factor.   

Read on to learn how to help your legal clients raise the bar with their marketing by using thoughtful and strategic promotional products. 


After the spring’s stay-at-home mandates, law offices themselves may be permanently quieter. According to Loeb Leadership, most attorneys (67 percent) prefer to continue working from home, even with offices open again. The overwhelming majority (92 percent) of attorneys say they feel they have been able to meet client needs during the pandemic. As lawyers shift to more remote work, firms can use promotional items to make their associates’ home offices more comfortable and functional. 

Many law firms are also moving their operations out of major metropolitan areas and into lower-cost cities, creating a potential talent war with midsize firms. LexisNexis reports that jobs for lawyers, paralegals and other legal administrative staff are booming in places like Orlando, Phoenix and Austin. Law firms that are moving into new cities—and those that already have roots in the community—can use promotional products to recruit and retain top attorneys and promote their services to individuals and businesses. 

Another trend to watch in the legal field is diversification. Bloomberg Law reports that many law firms are changing their models to provide clients with more than just legal services. Many firms are launching legal technology and consulting subsidiaries to keep more clients in-house. To promote their expanded offerings and help retain key clients, law firms are smart to incorporate branded products into their marketing mix.



Law firms can use promotional products to get in front of up-andcoming attorneys at some of the nation’s best law schools. U.S. News & World Report ranked 194 law schools accredited by the American Bar Association. These schools rose to the top:

  • Yale University
  • Stanford University
  • Harvard University
  • Columbia University
  • University of Chicago
  • The Legal Industry
  • New York University
  • University of Pennsylvania
  • University of Virginia
  • Northwestern University
  • University of Michigan – Ann Arbor


More people want to be lawyers, which is good news for law schools. U.S. law schools saw a 3.3-percent bump in applicants for 2019-20 and an 11.6-percent increase over a two-year period. Among law school applicants, 45 percent say politics played a role in their decision to pursue law.



More than half of all American lawyers (52 percent) offer free services to clients who cannot afford to hire an attorney. Lawyers contributed an average of 37 hours of pro bono work in 2018, with solo practitioners and those who work in very large firms providing the most pro bono hours.

Source: American Bar Association


Wondering what are the best law areas to approach now? According to The Balance Careers, the seven areas below are gaining traction and have traditionally thrived in a recession.

  • Civil litigation
  • Environmental law
  • Bankruptcy law
  • Labor and employment law
  • Foreclosure law
  • Intellectual property law
  • *e-discovery

*(e-discovery is the practice by which parties involved in a legal case collect, review and exchange information electronically for the purpose of using it as evidence)


These are some of the nation’s prime destinations for attorneys in terms of average annual salary and number of available jobs per capita.

  1. New York
  2. California
  3. Connecticut
  4. District of Columbia
  5. Idaho
  6. Utah
  7. New Hampshire
  8. Massachusetts
  9. Nevada
  10. West Virginia

Source: Zippia


  • Delaware
  • Maine
  • Connecticut
  • Wyoming
  • Alaska
  • North Dakota
  • Montana
  • Nebraska
  • Idaho
  • South Dakota

  • Georgia
  • Alabama
  • New Jersey
  • Missouri
  • West Virginia
  • Florida
  • Mississippi 
  • California 
  • Lousiana 
  • Illinois

Source: A Harris Poll conducted for the U.S. Chamber Institute for Legal Reform


If you want to pursue the big guns in the legal industry as clients, these are the largest U.S. law firms by number of lawyers.


Sometimes litigation is a laughing matter. See the lawsuits that made the U.S. Chamber Institute for Legal Reform’s list of the Top 10 Most Ridiculous Lawsuits of 2019.

  1. Woman sues Blistex over lip balm packaging – Illinois
  2. Trial lawyers’ expert witness falls apart on the stand – California
  3. Trial lawyers have a cow over vegan butter labeling – New York
  4. Woman sues New York City over scary poster promoting Dexter – New York
  5. California coffee house sued over warning labels – California
  6. Customer sues Friendly’s ice cream over vanilla ingredients – New York
  7. NBA player’s lawyers tried to game the system – Louisiana
  8. Trial lawyers sue Fortnite over dance competition entry – California
  9. Dog owner gets sued for online review – Florida
  10. Man sues Godiva over labeling – Washington, D.C.


Lawyers can keep their documents organized from the boardroom to the courtroom with the Law Maker. This legal-size portfolio features a legal pad, pen loop and spacious interior pocket.

Strong Leather Co. / PPAI 113072, S5 /


Law schools can use the Contrast Stitch Billfold Wallet in their recruitment campaigns. This full-grain leather wallet features contrast stitching, credit card slots and an ID holder. Choose from black onyx or coffee brown.

Imagen, Inc. / PPAI 427416, S5 /


The Premium Work from Home Essentials Kit makes a stylish and functional gift for attorneys who work remotely. The kit contains several useful office accessories packaged inside a logoed backpack.

Leed’s / PPAI 112361, S13 /


Every male lawyer needs a few good neckties in his wardrobe. When customized with a law firm or school name, this 100-percent silk woven necktie will be his new favorite.

Buffalo Bay / PPAI 111547, S4 /


A legal services firm in California uses this custom lapel pin to recruit new law firms and potential experts for court appearances and trials. The one-inch hard enamel pin has a gold finish and custom back die with the firm’s name and contact information. A butterfly clutch back attachment is included.

C. Sanders Emblems, L.P.  /  PPAI 440381, S5  /


An ideal gift to commemorate tenure, the Unisex High-Tech Watch features polished rose gold ion finishing, crocodile pattern leather straps and high-precision Japanese movement. Screen print it with a law firm’s logo.

Logomark, Inc. / PPAI 110898, S12 /


Featuring rich gold accents and a triangular gunmetal barrel, the Montreal Deluxe pen is an elegant way to showcase a law firm’s brand. This rollerball pen writes in black ink and can be customized with a laser-engraved logo.

Goldstar / PPAI 114031, S7 / 


Audrey Sellers is a Dallas-Fort Worth, Texas-area based writer and former associate editor of PPB.