<ARTICLE> 5 <LEGEND> THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE FINANCIAL STATEMENTS OF NORWOOD PROMOTIONAL PRODUCTS, INC. FOR THE SIX MONTHS ENDED MARCH 1, 1997 AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH 10-Q. </LEGEND> <MULTIPLIER> 1,000 <PERIOD-TYPE> 6-MOS <FISCAL-YEAR-END> AUG-30-1997 <PERIOD-START> SEP-01-1996 <PERIOD-END> MAR-01-1997 <CASH> 1,037 <SECURITIES> 0 <RECEIVABLES> 19,918 <ALLOWANCES> 620 <INVENTORY> 32,941 <CURRENT-ASSETS> 57,103 <PP&E> 32,987 <DEPRECIATION> 12,074 <TOTAL-ASSETS> 127,964 <CURRENT-LIABILITIES> 21,640 <BONDS> 0 <PREFERRED-MANDATORY> 0 <PREFERRED> 0 <COMMON> 51,651 <OTHER-SE> 7,420 <TOTAL-LIABILITY-AND-EQUITY> 127,964 <SALES> 79,446 <TOTAL-REVENUES> 79,446 <CGS> 57,368 <TOTAL-COSTS> 57,368 <OTHER-EXPENSES> 17,862 <LOSS-PROVISION> 0 <INTEREST-EXPENSE> 1,605 <INCOME-PRETAX> 2,611 <INCOME-TAX> 1,006 <INCOME-CONTINUING> 1,605 <DISCONTINUED> 0 <EXTRAORDINARY> 0 <CHANGES> 0 <NET-INCOME> 1,605 <EPS-PRIMARY> 0.28 <EPS-DILUTED> 0.28