The Benefits of Christmas Trade Show and Fairs

The festive season is the time of year that retailers across all sectors gear up for the busy ‘buying season’. A busy time, it is also a competitive marketplace and with so many brands competing for buyer’s attention, standing out can feel impossible. Many retailers have a diverse approach with many selling streams at this busy time of year, with the Christmas trade show being just one option.

There are many to choose from including local Christmas trade shows to Christmas markets on the continent to the large festive trade shows such as the Ideal Home Christmas Show at Olympia London at the end of November. Heavily marketed by the organisers, these shows can be hotbeds of customers with cash to flash. But what other benefits can you expect?

#1 Do it right and the impressions last

If you care to do the math, you will find that the ‘20% of people buy from you 80% of the time’ is right. In other words, the small band of loyal customers will buy from you not just once, but again – if they like your brand and trust it. There are other factors too, such as quality and customer experience.

Understandably, you want to expand this base of loyal customers but finding new ones is the marketing activity that swallows the most time and money. A trade show like the Ideal Home Christmas Show or the Spirit of Christmas Fair could be the stage from which your brand creates a lasting and favourable impression.

#2 Tangible marketing

Experiential marketing is tangible marketing, the face-to-face stuff, the activities that give your business the human face to customers. In a digital world, many businesses become ‘too’ anonymous and almost-unreachable. By hiring a stand or booth at a Christmas fair, you give your brand and consumers chance to connect. Conversations are powerful. Word of mouth, even in the digital age, is also powerful with 6 in 10 people estimated to recommend businesses to their friends, relatives and colleagues if they had a good experience.

And don’t forget, people buy from people.

#3 Sales are just for Christmas

It may be that your brand, like many others, relies on the festive season for the majority of your sales figures. But you still need to be selling during the other 8 months of the year too. And that means generating leads and sales outside of this time frame. By attending a Christmas fair, you award yourself the opportunity to increase sales during the year.

You can expand your database of contacts, for example, by asking people to join your mailing list with guarantees of money-off coupons and so on during the year.  You can hire experienced data capture staff to do this for you especially if you are going to be busy on your stand. For B2B Christmas fairs where buyers are out in force, generating leads for stocks at other time of the year is an opportunity too valuable to miss.

#4 Levels the playing field

It doesn’t matter whether you are a huge brand, a small business or a start-up, a trade show levels the playing field.

Why? Because everyone has the chance to create an impression on the consumer before them – and the same is true for Christmas trade shows and events. The expensive TV adverts will yield results but by attending a Christmas trade show, you will find that the buyers are in attendance with cash in their pocket now – and looking to buy now. And for you, that is music to your ears.

Hiring Staff for Christmas Trade Show and Fairs

If you are looking to exhibit at a Christmas Trade Show, we can cater to all your staffing needs over the festive season. 

• Exhibition Staff 
• Santa and Elf Performers 
• Product Sampling
• Data Capture

Please call us on 0844 800 0071 to speak to one of our team members and we’d be more than happy to discuss your staffing needs.