<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
FINANCIAL STATEMENTS OF NORWOOD PROMOTIONAL PRODUCTS, INC. FOR THE SIX MONTHS
ENDED FEBRUARY 28, 1998 AND IS QUALIFIED IN ITS ENTIRETY BY REFERENCE TO SUCH
10-Q.
</LEGEND>
<MULTIPLIER> 1,000
       
                             
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          AUG-29-1998
<PERIOD-START>                             AUG-31-1997
<PERIOD-END>                               FEB-28-1998
<CASH>                                              94
<SECURITIES>                                         0
<RECEIVABLES>                                   20,275
<ALLOWANCES>                                       794
<INVENTORY>                                     34,788
<CURRENT-ASSETS>                                60,340
<PP&E>                                          34,445
<DEPRECIATION>                                  16,111
<TOTAL-ASSETS>                                 127,527
<CURRENT-LIABILITIES>                           16,570
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                        23,020
<OTHER-SE>                                      30,692
<TOTAL-LIABILITY-AND-EQUITY>                   127,527
<SALES>                                         86,953
<TOTAL-REVENUES>                                86,953
<CGS>                                           63,501
<TOTAL-COSTS>                                   17,695
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                               1,902
<INCOME-PRETAX>                                  3,855
<INCOME-TAX>                                     1,581
<INCOME-CONTINUING>                              2,274
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     2,274
<EPS-PRIMARY>                                     0.45
<EPS-DILUTED>                                     0.43