Strategy September 15, 2025
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West
California’s growth slowed in 2022 (from 8% to 5%) – a key reason the West’s overall growth also slowed down. Still, half of the 12 fastest-growing states in the country (Idaho, Montana, Utah, Arizona, Nevada and Wyoming) reside in this region, and only three states had less than double-digit percentage growth. The prospects out West remain bright.
$5.4 billion
11% (YOY growth)
East
There are many of pieces of good news for this historic region. First, D.C. got over its PPE hangover and rallied to grow by 8% last year. New York also increased its growth slightly – a positive sign for the region’s biggest spender on promo. Major players such as Pennsylvania, Virginia and New Jersey all maintained their upward trajectories. And while a few states saw a slowdown, including New Hampshire, Maine and Vermont, the outlook is positive for a region that in pre-pandemic years had contended with slowing growth.
$4.5 billion
7% (YOY growth)
Midwest
It was a tough year for the “I” states: Illinois, Indiana and Iowa all saw growth slowdowns (and in Iowa’s case, a fall of seven percentage points). But beyond that, there was plenty to be happy about in this region, with many of the biggest states – Ohio, Michigan, Minnesota and others – all posting noticeable gains. Though not known for fast growth compared to the South and West, more than half of the Midwest states enjoyed double-digit growth – a very optimistic sign for the future.