When sales slow, retailers understandably start looking for ways to tighten the budget. Every expense gets another look, and travel and trade show attendance can quickly end up on the list of things to cut.
But a slower sales period can be one of the best times to attend a trade show.
The information, relationships and ideas you bring home from the right event can help turn a soft season into a starting point for growth.
When the store is busy, it can be hard to step away long enough to think about the bigger picture. You are focused on helping customers, managing staff, updating displays, fulfilling orders, and keeping the business moving. A slower period can give you something valuable: time to look up and consider what comes next.
Trade shows create an opportunity to do exactly that. Retailers can discover new products, meet vendors face-to-face, learn about emerging trends, gather merchandising ideas, and hear directly from other retailers about what is working for them. They can also serve as a reminder that you are part of a larger industry facing many of the same challenges.
The trade show landscape is changing, making it even more important to decide where to spend travel dollars. With ANME not returning, the industry is losing an event that long served as a fixture on many retailers’ calendars. At the same time, new opportunities are emerging, including a second Altitude Intimates event in Las Vegas and a new XBIZ Retreat in Canada.
Additionally, distributor-hosted regional events within driving distance may offer a more manageable way to stay connected and discover new opportunities. Retailers do not need to attend every event. The better question is which shows can deliver the most value to your business right now.
Start by clarifying what you want to accomplish. If your store needs fresh merchandising ideas, look for an event with a broad vendor mix and opportunities to see products in person. If you want to expand a specific category, prioritize shows that feature relevant manufacturers and specialists. If education is the priority, review the seminar and training schedule.
You may also be looking for products to refresh your shelves, brands underserved in your market, better terms from existing vendors, or opportunities to meet sales representatives you have only known by email. Writing down your goals before booking the trip can make it easier to decide whether an event belongs on your calendar.
The attendee and exhibitor mix is important, too. A show can draw thousands of people yet still be a poor fit for your store. Review the exhibitor list and assess whether participating companies serve the categories you want to grow. Look for emerging brands, existing vendors, and service providers that could help address a current business challenge.
Event format can matter just as much. Large shows can help with discovery because retailers can see a wide variety of products and get a broader sense of where the industry is heading. Smaller and regional events may allow more time for substantive conversations and relationship-building. Retreat-style events can offer another setting for connecting with vendors and fellow store owners without the pace of a large convention.
Virtual attendance also deserves consideration. If travel costs or staffing make an in-person event unrealistic, check whether the show offers online education, digital meetings, product presentations or other remote opportunities. Virtual participation can provide education, product discovery and vendor access without the expense of airfare, hotels and meals.
For many retailers, a hybrid strategy may make the most sense: choose one or two events where in-person attendance will have the greatest impact, take advantage of regional shows that are easier to attend, and use virtual opportunities throughout the year.
Whichever format you choose, come prepared. Analyze sales data before the event to identify emerging categories, fast-moving products, and items taking up valuable shelf space. Use the show to uncover solutions.
Talk to vendors about what is selling in other markets and which products drive repeat purchases. Ask about training when customers have difficulty understanding a product. If you want to grow a category, discuss which assortment may make sense for stores with a similar customer base. If margins are a concern, ask about volume opportunities and product mix.
Most importantly, talk to other retailers. Another store owner may have already solved a problem you are just beginning to encounter. They may have a useful approach to staff training, merchandising, customer engagement or social media that could translate to your business. Those conversations can be just as valuable as the products you discover.
Trade shows are also an opportunity to strengthen existing vendor relationships. When possible, schedule appointments before the event rather than relying on chance encounters. Face-to-face conversations can open the door to discussions that are harder to have by email, including what is working, what is missing, and what support you need from the partnership.
Of course, the budget still matters. Consider airfare, hotels, meals, transportation, registration, and the opportunity cost of being away from the store. But measure the return not just on the purchase orders written during the event. New merchandising ideas, staff training opportunities, stronger vendor relationships, industry knowledge, and new promotional concepts can continue paying off long after the show ends.
As the industry calendar evolves, retailers have an opportunity to become more selective about where they show up. Choose events that align with your goals, customer base and direction. Attend major shows when the experience and relationships justify the investment; use regional events when they offer a strong return on less travel; and participate virtually when the same objectives can be accomplished remotely.
If sales are slower than usual, that may be the right time to invest in perspective. The information, relationships and ideas you bring home from the right event can help turn a soft season into a starting point for growth.
Rin Musick is a 10-year adult retail veteran who has worked in every store position from sales associate to general manager. As a brand ambassador for Sportsheets, she brings her passion for end-user satisfaction to her mission of spreading the word about the company’s historic, current and future innovations in connecting romantic partners.
