<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
FINANCIAL STATEMENTS OF NORWOOD PROMOTIONAL PRODUCTS, INC. FOR THE THREE MONTHS
ENDED NOVEMBER 30, 1996 AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH
10-Q.
</LEGEND>
<MULTIPLIER> 1,000
       
                             
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          AUG-30-1997
<PERIOD-START>                             SEP-01-1996
<PERIOD-END>                               NOV-30-1996
<CASH>                                             204
<SECURITIES>                                         0
<RECEIVABLES>                                   21,070
<ALLOWANCES>                                       735
<INVENTORY>                                     31,373
<CURRENT-ASSETS>                                54,826
<PP&E>                                          31,116
<DEPRECIATION>                                  11,023
<TOTAL-ASSETS>                                 117,883
<CURRENT-LIABILITIES>                           21,641
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                        51,571
<OTHER-SE>                                       7,255
<TOTAL-LIABILITY-AND-EQUITY>                   117,883
<SALES>                                         42,176
<TOTAL-REVENUES>                                42,176
<CGS>                                           30,021
<TOTAL-COSTS>                                   30,021
<OTHER-EXPENSES>                                 8,941
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 814
<INCOME-PRETAX>                                  2,400
<INCOME-TAX>                                       960
<INCOME-CONTINUING>                              1,440
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     1,440
<EPS-PRIMARY>                                     0.25
<EPS-DILUTED>                                     0.25