Beyond Your Trade Fair Stand: How to Show Up Ready at our Trade Shows
)
At Retail Revealed, we’re fortunate to work with some of the industry’s sharpest minds, and Sarah Friar is one of them. Drawing on her experience as a retailer, wholesaler, and CEO of The Giftware Association, Sarah has walked the aisles of thousands of trade shows and knows exactly what separates the stands that sparkle from those that simply show up. In this exclusive article, she shares her tried-and-tested tips to help product-based businesses turn trade shows into powerful growth opportunities.
If you’re a product-based business, trade shows aren’t just dates in the diary, they’re pivotal milestones. Whether it’s your first time exhibiting or your fiftieth, success rarely comes down to the size of your stand or the glossiness of your catalog. It comes down to preparation, presence, and follow-through.
Having attended hundreds, actually thousands of shows across the UK and overseas, as a retailer, wholesaler, and CEO of The Giftware Association. I’ve seen the magic (and the missed opportunities) that can unfold in those few show days.
So, how do you make sure your business is ready to really show up?
1. Know why you’re there
Before booking a show, get clear on your goals. Are you there to meet new stockists? Launch a collection? Build brand visibility? Gather feedback? The “why” should shape every part of your planning, from your stand design to your team briefing.
2. Make your stand work harder
You don’t need a huge footprint or flashy build to make an impact. Think clarity over clutter. Focus on the story you want to tell and how you want buyers to feel. Can someone understand your brand in under 10 seconds? If not, simplify.
3. Buyers buy from people
Trade shows are about connection. Yes, your product matters, but your energy, professionalism, and warmth matter just as much. Don’t sit behind the table with arms folded. Engage. Ask questions. Listen more than you pitch.
4. Create a follow-up plan before the show starts
The biggest gains often happen after the show. Block out time in your calendar for follow-ups, and don’t wait a week. A timely, personal message can turn a casual chat into a confirmed order.
5. Take care of yourself
Shows are intense. You’re “on” for hours, standing all day, and switching between conversations with buyers, press, and peers. Pack snacks, wear the comfy shoes, and build in moments to breathe. You’ll show up better, and it will show.
Trade shows remain one of the most powerful ways to grow your brand, but only when approached with intention. In my coaching work at Lazy Sunday Morning, I help small businesses get trade show-ready, not just logistically, but mentally and commercially too.
If you’re exhibiting this autumn or prepping for Top Drawer Spring, now’s the time to get strategic. A show might last three days, but its impact can fuel your business for the next 12 months and beyond.
...remember, thoughtful preparation is your secret weapon.
Hear more from Sarah, exclusively at Top Drawer AW25 , at our Retail Revealed Live stage on Sunday 14 September at 14:30.