Following overwhelming industry opinion, Spring Fair will become a four day show next year, opening its doors to visitors from Sunday February 6 until Wednesday February 9 at the NEC Birmingham, with the addition of late night openings – until 7.30pm – on Sunday February 6 and Monday February 7.
“After extensive research, analysis, and collaboration with over 3,500 exhibitors, buyers and partners, we have taken the decision, which reflects industry opinion and buying behaviours, that Spring Fair will become a four day show,” explains Spring Fair’s event director Simon Lau. “We have listened to our customers who had overwhelming feedback that the show was a day too long.”
Simon continued: “Buying behaviours have changed in recent years. Visitors have communicated that they welcome a four day show and that a more condensed few days, with the same number of talks, demonstrations, and meetings, would make it a more dynamic and action-packed event. We are also really pleased to introduce two late night openings. A trend common in retail already, the additional opportunities to trade will greatly benefit visitors attending for one day only.”
Sarah Ward, ceo of The Giftware Association, said she was strongly behind the decision. “We are thrilled to hear and fully support that Spring Fair is evolving to a four day showfrom February 2022. This change has been a long time coming, driven by collaboration and feedback from the community with the aim of delivering a better return on time and investment for both exhibitors and visitors alike. Spring Fair is still the largest and longest home and gift trade show in the UK, and I’m excited by the prospect of late night shopping!”
At the British Independent Retailer Association (Bira), commercial director Jeff Moody added: “Bira welcomes Spring Fair’s decision to change the length of the show from the usual five days to four days from February 2022. Both retailers and exhibitors have asked for this so that they can better concentrate their time and resources into a focused four days. This is a great example of listening to what your customers want and delivering it – well done Spring Fair.”
Enesco’s marketing & product director Helen Cottrill, also emphasised the positive benefits. “A four day show makes total sense to us. We have no doubt that customers will visit within the revised time frame, and this will have a positive impact on the traffic on Tuesday and Wednesday. Ending the show after a busy last day leaves us with the Spring Fair buzz long after the show. Longer opening hours, in line with the European shows, allows us to hold more social events at the end of the day and also maximises the time the one day visitors have at the show. All in all, a positive move by Hyve. The Enesco team cannot wait to get back to trade fairs.”
With feedback from customers directly shaping the show’s priorities, initiatives being rolled out place even greater focus on newness and delivering improved Return on Investment and Return on Time.
Four key destinations offer Gift, Home, Fashion and Sourcing, with Gift and Fashion set to be the largest gathering in Europe, providing a one stop shop for buyers to source the latest products. Curated Meetings will offer dedicated networking and facilitated, pre-approved and pre-booked meetings between exhibitors and buyers.
Visit www.springfair.com
Top: Spring Fair 2022 will be a four day, action packed show.
