<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