Unlocking New Retail Demand

As seen in Gifts Today May June 2026 edition!

The gift industry has always been about people. Relationships sit at the centre of everything, built over time through conversations, introductions and trust. For many, trade shows remain the cornerstone of that process, offering a chance to meet face to face and see products up close. 

That is not changing. 

What is changing is how those connections can begin, and who is being reached in the process. 

The Gift Fair has been developed as an additional route to market, not a replacement for traditional shows. It sits alongside the existing calendar, giving brands another way to get in front of buyers and start conversations that can then continue in person. 

In this sense, it is closer in spirit to platforms such as Faire or Shopify. Not a substitute for the physical experience, but a practical tool that supports it. 

What has stood out so far is the response from buyers. 

Numbers have grown show by show. The first trade show welcomed just under 1,000 visitors. The second reached 2,600. This next edition continues that trajectory, reflecting steady and transparent growth rather than short-term spikes. 

More importantly, those buyers are engaging. 

They are actively exploring brands, making introductions and using the format in a way that feels purposeful. For many, it offers a more flexible way to discover newness without the time and cost commitment of travelling to a major show. 

It is also bringing in a different type of buyer. 

Data from recent Gift Fairs show 65% of users are accessing the show via mobile. This along with other data points to a younger, more digitally native audience, many of whom are running online or hybrid retail businesses. 

These retailers are still buying. Still discovering. Still building successful businesses.

But they are doing it in a way that does not always align with the traditional trade show model, in fact many of them have say that they have never been to a trade show before.

This is where The Gift Fair is finding real traction. 

It is helping brands connect with a newer generation of buyers who may not yet be part of the established circuit. These are engaged, commercially active retailers who are often quick to respond when they find the right product. 

Importantly, this is not about replacing one audience with another. It is about widening the net. 

Established buyers remain at the heart of the industry and will continue to do so. What this format offers is access to an additional layer of demand that has previously been harder to reach. 

At the same time, the focus remains firmly on introductions rather than transactions. 

This is not about replacing the handshake with a click. It is about creating that first point of contact. The format is built to encourage conversations, allowing buyers and brands to connect, ask questions and explore opportunities in a natural way. 

Many of those conversations go on to become face-to-face meetings at physical shows. In many cases, that is the intention from the outset. When those meetings happen, there is already some familiarity in place, making them more productive. 

There is also a practical benefit in terms of timing. 

Rather than relying solely on key moments in the trade show calendar, brands can maintain visibility throughout the year. New collections, seasonal ranges and bestsellers can be shared on an ongoing basis, helping to keep momentum between trade shows. 

For an industry that has traditionally worked in cycles, this adds a useful layer of continuity. 

None of this takes away from the value of a physical show. The atmosphere, the energy and the chance encounters remain a vital part of what makes this sector so unique. If anything, tools like The Gift Fair help to strengthen that ecosystem by bringing more people into it. 

More buyers discovering new brands. A broader mix of retailers entering the space.

More opportunities to connect across the trade. 

For a community driven industry, this is a positive step forward.