What Is a Trade Show? Tips for Attending Trade Shows

Learn how to use trade shows to connect with potential partners, boost brand visibility, and get real-time feedback on your product.

Trade shows bring together industry professionals to network, showcase innovations, and discuss trends. Seasoned exhibitors and first-time attendees meet in a concentrated location because they all share a common interest, making trade shows a valuable tool for generating leads, building partnerships, and making your first sale. 

Whether you’re aiming to expand your market reach, gather valuable market insights, or forge new business partnerships, trade shows can be useful. Find out how your business can tap into trade shows in this comprehensive guide. 

What is a trade show?

A trade show, also known as a trade fair or exposition, is an event that brings together members of a particular industry to display, demonstrate, and discuss their latest products and services. Major trade shows usually last several days and take place in convention centers in larger cities. Local trade shows may be held at local arenas or hotels and allow businesses in the area to connect with prospects on a smaller scale.

Exhibitors participate in trade shows in hopes of connecting with new customers, reinforcing relationships with distributors, and networking with influencers and the media. Attendees come to learn about the latest products, take advantage of special show prices from exhibitors, and become better educated about their industry.

Many trade shows allow only industry members to attend. For example, the Frankfurt Book Fair is only for publishing industry pros, while the Consumer Electronics Show limits attendees to professionals in the electronics and technology fields. 

South by Southwest, on the other hand, welcomes media and tech industry professionals, as well as the general public. Other trade shows take a hybrid approach: America’s Largest RV Show restricts attendance to industry members for the first couple of days and then opens to the public for several more.

Trade show costs for exhibitors and attendees

If you’re planning to take part in a trade show, it’s helpful to understand how to budget for it. While the cost to exhibit at or attend a trade show varies greatly, typical expenses can run into the thousands of dollars. Costs vary depending on your role at the trade show. Here’s a breakdown:

Exhibitors

If you’d like to sign up as an exhibitor at a trade show, these are some of the costs you’ll want to factor into your budget:

• Booth space rental

• Design and production of a professional display space

• Shipping of booth and equipment

• Costs to unload the booth and move it onto the show floor

• Travel and accommodations for staff working the booth

• Marketing materials specific to the event

• Samples or promotional items

Attendees

Attendees still have expenses, but they’re a fraction of what it costs to exhibit. They typically pay an attendance fee, plus travel and accommodations for the staff in attendance. For that reason, smaller companies often opt to simply attend a show and network with the captive exhibitors, rather than set up their own booth.

Popular trade show venues

Some of the largest convention centers that host trade shows in the US include:

• McCormick Place, Chicago, Illinois

• Orange County Convention Center, Orlando, Florida

• Las Vegas Convention Center, Las Vegas, Nevada

• Georgia World Congress Center, Atlanta, Georgia

• Jacob K. Javits Convention Center, New York, New York

• New Orleans Ernest N. Morial Convention Center, New Orleans, Louisiana

• America’s Center, St. Louis, Missouri

• San Diego Convention Center, San Diego, California

• Huntington Place, Detroit, Michigan

• Walter E. Washington Convention Center, Washington, DC

Types of trade shows

• Consumer trade shows
• Industry trade shows
• Conferences
• Summits
• Fairs
• Virtual trade shows

Trade shows can be categorized into several types based on their target audience, industry, and format. Here are the primary types of trade shows:

Consumer trade shows

Consumer trade shows are for everyday people. They can be open to the general public, so companies can showcase and sell their products directly to consumers. Examples include auto shows, home and garden shows, and technology expos.

Specialty consumer shows focus on a specific interest or hobby, attracting a niche audience. Some examples of these include comic conventions, craft fairs, and pet expos.

Industry trade shows

There are both business-to-business (B2B) and business-to-consumer (B2C) industry trade shows. B2B trade shows tend to be restricted to industry professionals, where businesses network, share knowledge, and make deals. B2C trade shows, on the other hand, are targeted at consumers, but focus on industries like travel, real estate, and health. Examples include travel expos and health and wellness fairs. These may be invite only or open to the general public, in which case they would be considered consumer trade shows.

Industry trade shows can be categorized as vertical or horizontal. Vertical industry trade shows focus on a specific industry sector, such as automotive, pharmaceuticals, or fashion. By contrast, horizontal industry trade shows cover various industries and offer a broad range of products and services, like general business expos and international trade fairs. The Consumer Electronics Show, for example, invites professionals from hardware, software, and consumer electronics industries.

Conferences

Conferences are designed to provide both educational content and networking opportunities. They lean on industry leaders and experts to host seminars, workshops, and keynote speeches focused on insights and trends. Conferences often feature breakout sessions, panel discussions, and networking events.

Summits

Similar to conferences, summits provide opportunities for networking and strategic discussions, but they’re often smaller and more exclusive. Summits are typically aimed at senior executives and company decision-makers. They often incorporate interactive workshop sessions designed to address specific challenges and opportunities, and small, focused roundtable group discussions led by experts.

Fairs

Fairs are typically larger events with a mix of exhibitions, entertainment, and public attractions. They’re designed to attract a broad audience to exhibition halls and large spaces where companies can set up their displays. Fairs also often include live performances and shows, food and beverage options, and interactive activities. 

Virtual trade shows

These are conducted entirely online, allowing exhibitors and attendees to participate remotely. Examples include online job fairs and virtual technology expos. Some offer a hybrid combination of in-person and virtual to accommodate a broader audience. 

Benefits of attending trade shows

Trade shows provide a unique platform for networking, learning, and expanding market reach. A successful trade show can leave you with a list of prospects, orders, media mentions, or connections. Here are some benefits:

• Networking opportunities. Meet potential partners, suppliers, and distributors, and interact with customers face to face. 

• Market research. Trade shows facilitate market research and keep you updated on competitors, industry trends, innovations, and customer preferences.

• Brand visibility and awareness. Trade shows can be useful in a marketing plan. Showcase your products to a large audience, position your brand as a leader or innovator in the industry, and gain access to media coverage and publicity.

• Sales and lead generation. Trade shows are an opportunity to promote your business. Sell products on the spot and gather contact information to generate leads.

• Product feedback. Developing a new product? Get immediate feedback from attendees.

• Educational opportunities. Gain industry knowledge and insights from industry experts and thought leaders.

• Inspiration and innovation. Discover new ideas and inspiration for your business by learning about innovative products and solutions that can enhance your offerings.

Tips for attending trade shows

• Consider smaller, specialty trade shows
• Find the right space within the trade show
• Prioritize relationship-building
• Negotiate with interested distributors
• Follow up and play the long game

Consider these tips from Shopify merchants to maximize the benefits of participating in a trade show: 

Consider smaller, specialty trade shows

When choosing a trade show, consider your goals and the partnerships you’re looking to form. Larger trade shows may give you access to many big wholesalers, useful when you’re an established business casting a wide net, while smaller trade shows may be better for smaller brands with more targeted approaches.

When the founders of men’s skin care brand Jaxon Lane were looking for initial funding, they decided to skip a bigger beauty convention in favor of a smaller one closer to their home base in Los Angeles. 

“At the time, Indie Beauty Expo was, I think, the best place for small brands,” says cofounder Alex Penfold on an episode of the Shopify Masters podcast. “[It] was really intimate and focused, and really brought people in … who were looking for startup brands that were gonna be the next thing,” he explains. 

Plus, setting up an impressive display was easier with minimal travel and transport. 

Find the right space within the trade show

Trade show layouts differ, so it’s important to consider your placement within the expo floor. Do you want to be among other brands in your field, where you’re likely to get interested buyers but may struggle to stand out, or in spaces for certain market segments? 

Trade shows proved invaluable for Debbie Wei Mullin, founder of Copper Cow Coffee, who encourages those starting out to look for lower-lift entry points.

“A lot of these trade shows have little areas meant for emerging brands that are not only less costly in terms of the trade show fees, but then they’ll kind of limit what you can build out,” she says on a Shopify Masters episode. “[Instead of] some crazy booth that looks incredible, really your product should just speak for itself.”

Prioritize relationship-building

Once you’ve made it to the trade show, building relationships can be as important as making sales—especially in the early days. 

For Jaxon Lane cofounder Jen Yu, this was particularly important when looking for manufacturers for small orders. 

“When I speak to a lot of other people who are starting businesses these days, this is the part that everyone is sort of shocked to hear, that you actually have to physically go there,” she says. 

Jen explains that an in-person connection can help small new brands land manufacturers who might not respond to cold outreach. 

“It’s not just about financing, it’s relationship-building with a lot of these manufacturers,” Jen says. “If you’ve never sold anything, and you want to buy like a few hundred units, there’s no incentive for them to invest in that business or that relationship. And so I think being there in-person really helps build that trust factor.” 

Negotiate with interested distributors

Trade shows can also be an excellent venue for finding retailers and distributors to sell your product. If you do land a deal, consider requesting a deposit on the spot. For Heather Aiu and Rachael Leinaʻala Soares, founders of the bag brand Aloha Collection, this was crucial when securing orders at trade shows and preserving their cash flow. After getting their first distributor deal, the founders asked for a 50% deposit upfront.

“One of the most important things when you’re starting a business is cash flow,” Heather says on a Shopify Masters episode. “You should be taking deposits. You should be charging credit cards upfront. You’re going to pay the merchant processing fees, but something that I’ve learned over the last 10 years is that cash is king.” 

Follow up and play the long game

Not all customers or distributors at a trade show will be ready to commit on the spot, which means it’s crucial to follow up. Patience and perseverance can be major factors in landing the right partner. 

Keith Eshelman, founder of apparel brand Parks Project, uses an ecommerce platform to validate demand and trade shows to land wholesale partners. 

“The wholesale world operates with a lot longer lead time, so we’ve been able to create two channels that move at two very different paces,” says Keith on an episode of the Shopify Masters podcast. 

For Parks Project, a wholesale deal that starts at a trade show might take a year to finalize. 

Trade show FAQ

Is a trade show the same as an expo?

While the terms “trade show” and “expo” are often used interchangeably, there are subtle differences. Both events serve as platforms for businesses to showcase products and services, though expos are typically more open to the public than trade shows are. Expos are aimed more at consumers than businesses and professionals, and typically feature more diverse offerings.

What is the difference between trade shows and fairs?

Fairs typically involve entertainment, refreshments, and activities geared toward the general public or a local community. Trade shows, by contrast, typically cater to those working in specific industries.

What is a trade show, and how does it work?

A trade show is an event where companies in a particular industry gather to showcase their products and services. Companies typically set up booths and displays to showcase their products and services, and visitors attend to learn more about the companies and their offerings. Companies also use the trade show to network and form partnerships with other companies in the industry.

What are you supposed to do at trade shows?

At trade shows, you should aim to generate as much interest as possible in your company and its products or services. You should also strive to build relationships with other vendors and potential customers. This could include providing samples and promotional materials, hosting demonstrations, and engaging in conversations with customers. Additionally, it’s important to collect contact information from potential leads and follow up with them in the future.

Why do people attend trade shows?

People attend trade shows to learn about new products or services, network with industry professionals, discover new trends, and explore opportunities for new business partnerships. Additionally, trade shows provide an excellent platform for companies to showcase and promote their products or services to potential customers.

Who usually attends trade shows?

Trade shows are typically industry-specific and meant for professionals working in that particular field. You’ll typically find manufacturers, distributors, wholesalers, and brands of all sizes, though niche trade shows may focus on a particular subcategory within the industry.