Trade Talks Tuesday: Why Reaching Buyers Is Harder Than Ever | Insights from Tara Strickland, Santorus USA

The gifting and wholesale industry is changing rapidly.

Buyers are travelling less, trade show footfall is declining, and retailers are becoming increasingly selective about the brands they choose to work with.

To better understand how brands can navigate this evolving landscape, we spoke with Tara Strickland, Co-Founder of Santorus USA, about changing buyer behavior, international growth, and the role that both physical and online trade shows play in building relationships and reaching new customers.

How has buyer behavior changed over the past few years, particularly across gifting and wholesale?

When we are presenting products, we're noticing that buyers are much more averse to risk. They're looking for established brands that already have some level of awareness, social proof, or market presence.

They're really looking for things that they know consumers already want. They're looking at social media trends and products that are a bit more established in the marketplace.

We've also seen that buyers are travelling to trade shows less.

What role do trade shows and industry communities still play in building relationships and trust?

I don't think there's really any substitute for being able to have conversations with people one-to-one, face-to-face, or through direct communication.

That's why trade shows in general are so valuable.

We love meeting with retailers, buyers, and customers because you get feedback directly from them, and it really helps develop your relationships.

You can gain so much more from that interaction, and it helps you build relationships and respond to what the market is doing as well.

What opportunities do modern online trade shows create for brands looking to grow internationally?

I think they give a great opportunity to try new territories and new markets with relatively low risk and much lower cost than traditional trade shows.

They also allow you to try different territories and different formats in a much easier way, without leaving your office.

What advice would you give to brands exhibiting or entering a new market for the first time?

Number one is just try things.

You've got to try as many different things as you can to get your products in front of people. Some won't work, some will, but you'll learn every time you do something different.

Key Takeaways

• Reaching buyers is becoming more challenging as trade show footfall declines and buyer travel decreases.

• Buyers are increasingly risk-conscious and often favor brands with existing awareness, social proof, and market traction.

• Online trade shows offer a low-risk, cost-effective way to explore new markets and test international opportunities.

• Successful brands continue to experiment with different channels to increase visibility and reach new customers.

• While digital tools are becoming more important, direct conversations and relationship-building remain essential for long-term growth.

As buyer behavior continues to evolve, brands that remain visible, adaptable, and willing to explore new ways of connecting with customers will be best positioned to succeed.