Understanding how tariffs and trade preferences affect the promotional products industry is more crucial than ever. On May 8, PPAI Media hosted this webinar, designed to equip anyone in the market with foundational knowledge and practical strategies to navigate today’s complex global trade landscape.

The session was hosted by PPAI President & CEO Drew Holmgreen, who was joined by Association lobbyist Chris Lamond, of Thorn Run Partners. Four key industry executives also shared their perspectives:


Among the topics of objectives for the hour-long session were:

  • Preparing for evolving global sourcing and U.S.-China trade dynamics
  • Understanding the basics of tariffs and trade policy
  • Identifying their impact on the promo industry supply chain
  • Navigating key trade preference programs
  • Assessing compliance and risk management strategies

Watch the full webinar below, but here are a few highlights from the discussion:

Communicating Is Key

Melissa Nelson, general counsel & corporate secretary for SanMar, the No. 1 PPAI 100 supplier, said constant communication is vital, especially with so much changing so rapidly. “We’re operating within a different environment right now, and we have to adjust,” she said.

“We’re telling you what we know when we know it. It’s not always a consistent message. When we find out some new information, we share it and we change our path,” she added. “We’re going to have to keep doing that until things stabilize.”

Joseph Sommer, founder & CEO of distributor Whitestone, agreed.

“I think the best thing we can all do for our customers is to be proactive and also to be transparent with communication,” he said, adding, “We’re all in this together.”

Sommer added that his company has created templates for sales personnel to help customers understand the potential effects when tariffs may apply to their orders. He also said his team is encouraging customers to be flexible in product selection and quoting multiple options with and without tariff impacts.

“The more we can be a partner for them through all this uncertainty, the more we show our value … and why our customers should trust us for their marketing spend,” Sommer added.

Educating End Buyers

Making sure customers understand that costs will increase and why is also important, said Sommer, a member of PPAI’s Government Relations Action Council, which monitors tariffs and other legislative and regulatory issues. “It’s vital that we don’t eat the costs. We should be open and honest with the customers … with the expectation that prices will increase.”

Kara Keister, owner and promise keeper of Ohio-based distributor Social Good Promotions, agreed, adding that customer education and transparency are critical. “The cost of bread in your grocery store went up – why would you think that the cost of your T-shirt did not go up?” she said. “Having those open, honest, transparent discussions with your clients, with your team, with your supply chain is really important.”

Keister, who is the Regional Relations Committee delegate to the PPAI Board, also encouraged attendees to reach out to the regional promo industry associations and to other promo pros to share strategies and advocate for the industry at a grassroots level.

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Speaking Up For The Industry

Chris Lamond, founding partner of Thorn Run Partners and PPAI’s lead lobbyist, noted that while it’s been an extremely busy year, it has also been a great time for PPAI to have visited congressional leaders in Washington to talk about trade and other issues.

“I think we’re getting really sympathetic ears on Capitol Hill as to the impact that this uncertainty is causing our members and their constituents,” he said, “… although this administration has been extremely strident in their viewpoint that they want to reset the global trade market.”

He added that PPAI is working diligently to monitor the chaos and communicate with elected officials to make sure the economic impact on PPAI members is understood.

PPAI President & CEO Drew Holmgreen agreed and urged members to share their own tariff impact stories with their members of Congress.

“Use your voice. We need these stories,” he said. “When we were in D.C. for LEAD, it was those stories of impact that were really resonating with our Congress members.”

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Looking Ahead

Jonathan Isaacson, executive chair of Gemline, the No. 11 PPAI 100 supplier, predicted further change and ongoing uncertainty.

“The toothpaste is out of the tube … and it’s gonna be a very different future, no matter what happens,” he said. “…  And every day that goes by, things get more complicated.”

Isaacson noted the current web of complicated supply chains that will need to be reconfigured according to whatever new trade rules are eventually adopted.

“The world is reorienting,” he said. “… This is going to take a little while to work out. There will be product to sell, but your customers already know that prices are going up.”

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