<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