Who buys from commercial printing companies?
Commercial printing companies sell mainly to other organizations that need printed pieces they cannot or do not want to produce themselves: marketing materials, direct mail, signs, catalogs, labels and packaging. The most common buyer is a marketing team, whether that is a busy owner at a small business or a marketing manager at a mid-sized company. Other steady buyers include manufacturers and food producers that need labels and packaging, health care organizations, schools and universities, financial and insurance firms, and the design and advertising agencies that buy print on behalf of their clients. These buyers care most about quality and reliability, but price and convenience decide many orders, so the printer that is easy to work with and consistent on every job tends to keep the account.
Who buys from commercial printing companies
| Buyer group | Why they buy |
|---|---|
| Marketing teams at small and mid-sized businesses | They need brochures, flyers, direct mail, signs and event materials that look professional and arrive on time. |
| Manufacturers, food and consumer product companies | Labels, cartons and other packaging are part of the product itself, and they need consistent color and steady supply. |
| Health care and pharmaceutical organizations | They produce large amounts of patient materials, forms, labels and mailings, often with strict accuracy requirements. |
| Schools, colleges and education providers | Course materials, recruiting pieces, event programs and campus signage keep coming every term. |
| Banks, insurers and other financial firms | Statements, notices and marketing mail need careful handling and dependable deadlines. |
| Design studios, ad agencies and print brokers | They buy print for their own clients and stay with printers that make them look good. |
The short answer: organizations that rely on print but do not run presses
Almost every business uses some printed material, and most of it is made by an outside printer. In a 2015 phone survey of 402 marketing executives by FedEx Office and Printing Industries of America, 99% said they had used printed marketing materials such as direct mail, brochures or signs in the past year, and 86% said they used commercial printers for at least some of that work. The survey is now about ten years old, so treat the exact figures as a snapshot, but the pattern is still familiar to anyone who sells print: marketing departments are the core customer.
More recent research points the same way. Keypoint Intelligence, a research firm that studies the print industry, reported in 2022 on a survey of marketers at larger companies across eight industries, with an average of about 850 employees each. It found that online purchases made up 62% of print buying revenue among those respondents, and that nearly 95% of the marketers were interested in investing in specialty print. In other words, the buyer is often a marketer who orders through a website or portal and is open to more creative work if a printer suggests it.
Which industries buy the most print
When Keypoint Intelligence updated its vertical market research in late 2023, it surveyed 769 people who use outside printers in eight fields: education, finance and banking, health care, hospitality, insurance, manufacturing, retail and publishing, as described in its 2024 summary. Those eight fields are a useful starting list for any commercial printer deciding where to focus.
At the very top of the market, the picture tilts toward labels and packaging. Printing Impressions' Top 100 Print Buyers ranking for 2022 reported that the largest buyers came most often from medical and pharmaceutical companies, packaged foods, personal care and telecom, and that labels and packaging made up the biggest share of their spending. Most small printers will never bid on those giant contracts, but the same industries have many regional and mid-sized companies that need the same kinds of work in smaller quantities.
Package and label printing is also a specialty with its own research. PRINTING United Alliance, a large printing industry trade association, publishes a State of the Package and Label Printing Industry report; its fall 2025 edition surveyed 77 package and label printers and names food, cosmetics and cannabis among the end markets they serve.
Who decides inside the buyer
The owner. In a small business, the owner often orders print directly, usually when something is needed soon: a grand opening, a trade show, a seasonal mailing. They want clear pricing, help with files and an easy reorder process.
The marketing manager or coordinator. In mid-sized companies, this is usually the day-to-day buyer. They handle brochures, mailers, event materials and signs, compare quotes and decide which printer gets the job. They value a printer who catches file problems early and keeps their brand colors consistent.
Purchasing, operations or plant managers. For labels, packaging and forms, the decision often sits with purchasing or operations rather than marketing. These buyers think about steady supply, lead times, consistent quality across runs and how print fits into their production schedule.
Agencies and designers. Many print jobs are placed by a design studio or advertising agency on behalf of a client. The agency's production manager or account lead picks the printer, and the client may never talk to the printer directly. Winning an agency's trust can bring in work from many clients at once.
Why they buy and what they weigh
Quality comes first for most buyers. In the Keypoint Intelligence study summarized in 2024, print quality was the top consideration when choosing a print provider, named by 44% of respondents, well ahead of sustainability at 16% and price at 15%. Quality ranked first in every industry surveyed, though hospitality and insurance buyers were more sensitive to price than others.
The older FedEx Office and PIA survey found the same priorities: 92% of marketing executives cared about print quality and 88% about whether a printer could handle the volume they needed. Interestingly, 53% reported quality problems when they tried to produce materials with their own internal resources, which is one reason so much work goes to outside printers.
- Quality and color: pieces that represent the brand well and match from one run to the next.
- Reliability: jobs that ship when promised, especially around events and mailing dates.
- Convenience: online ordering, easy proofs and simple reorders, given how much buying now happens online.
- Help and ideas: advice on paper, finishes, mailing formats and specialty options the buyer had not considered.
- Sustainability: it ranked second in the Keypoint study, so expect questions about papers and practices.
When buyers switch printers
Print buyers are more willing to move than many printers assume. Keypoint Intelligence found that 90% of respondents at least sometimes shop for sales or promotions, and 86% said they would consider switching providers for an attractive offer, according to its 2024 summary. Price is rarely the main reason a buyer chooses a printer, but it can be the reason they try a new one.
Other common openings include a missed deadline or a run with color problems, a new marketing manager who reviews vendors, a rebrand that requires new materials across the board, a new product line that needs labels or packaging, and the start of a budget year. Agencies change printers when a job goes badly in front of their client. If you watch for these moments, a well-timed, relevant message is far more welcome than a cold price pitch.
How to reach these buyers respectfully
Match the message to the person. A small business owner wants to hear about turnaround, price and help with design files. A marketing manager wants consistent quality, an easy proofing process and ideas that make campaigns stand out. A purchasing or operations manager wants lead times, capacity and reliability. An agency wants a partner who protects its reputation with its clients.
Showing your work is one of the most effective approaches in this business. Samples, swatch books and short notes on what a particular finish or mailing format can do give buyers something concrete to react to. Glorp's targeting plan can help you see which kinds of businesses and job titles are most likely to need your kind of printing. If you email prospects, follow the US CAN-SPAM rules: use your real name and business address, keep subject lines and messages honest, and stop contacting anyone who asks you to.
Sources
- Keypoint Intelligence: Price Is a Big Deal, but Quality Is King
- MarTech Series: Keypoint Intelligence Research Uncovers Print Buying Trends in the US
- FedEx Newsroom: Survey Reveals Marketers Desire High-Tech, High-Quality Printing Capabilities
- Printing Impressions: Top 100 Print Buyers for 2022 Ranking and Analysis
- PRINTING United Alliance: State of the Package and Label Printing Industry, Fall 2025
This article is general information, not legal, tax, or financial advice. It describes kinds of businesses, not any specific company or person. If something here is wrong, reply to @tineessanelson on X and it will be corrected.