Retail Advice

WITH HENRI DAVIS

Deckled Edge

Have you missed trade fairs?

June 8th 2021 was a big milestone for me , I went to my first trade fair since February 2020!! It was Source a 2-day show in Exeter.

I had a conversation a few weeks ago adamant that I wouldn’t go to a trade fair even though I was keen to find new products. I didn’t want to travel by train, stay in a hotel and I was really uncertain about being indoors with so many people. So why did I go? The location meant I could drive and do the trip in a day. I’m new in the food sector and desperate to find good new local suppliers and the focus of this event was very relevant.

What did I find? It was wonderful to talk to suppliers and to see and touch their products. Did I feel compromised by the indoor environment? Not really, the stands were well spaced and the event wasn’t overcrowded. The worst thing was wearing a face mask for such a long period in a warm environment. It was a really positive experience for me, it felt like a real step forward and the products I found will be a real bonus this summer.

Sue Morrish from The Eco Friendly Card Company was exhibiting, I caught up with her after the show, where she said, “I was really excited to be back at a trade show, I’ve missed having face-to-face conversations with customers and wanted our south-west stockists to have a chance to see our new ranges in person. I didn’t expect the show to generate lots of revenue we went because we wanted to send a message that we are open for business. Surprisingly we more than covered our costs with orders taken at the show and got some really valuable leads. I’m very pleased.”

A publisher keen to get back to shows is Janna of Deckled Edge, “We do need trade shows. I feel it is still so important for me to expose my business and collections to a real live face-to-face audience so new buyers can view my offering and see and feel my products. For me it’s also important to meet fellow publishers, industry suppliers and see emerging trends. The cost of exhibiting is high and is a risk but I believe I need to take such risks to grow my business.” Many businesses used lockdown to innovate and trade shows will be the ideal opportunity to showcase what they have been doing. For example, James Ellis now offer 100% recyclable plastic-free stationery having developed a simple plastic-free method of packaging their notecards. With Home & Gift and PG Live confirmed as going ahead in July those wanting trade fairs to open their doors will be feeling very excited.

James Ellis Trade fairs are finally being allowed to operate once more. Henri Davis looks at how important they are to small businesses.

“Many businesses used lockdown to innovate and trade shows will be the ideal opportunity to showcase what they have been doing” Eco Friendly Card Company

Henri Davis is an independent retail advisor to businesses in the cards, gifts, stationery and heritage industries with more than 35 years of retail experience. She has worked for Habitat, Next, WHSmith and the National Trust and now advises retailers, visitor attractions, manufacturers and suppliers. A past Chairman of the Giftware Association, during lockdown she has taken over a village store and moved to Cornwall. For more information visit www.henridavis.co.uk.