Retailers attending Spring Fair this year are reporting a renewed sense of energy, scale and confidence across the show floor
Jackson Szabo, portfolio director Spring Fair, said: “The buzz at Spring Fair this year has been incredible. Welcoming 40,000 visitors from 124 countries, the feedback on the refreshed look and feel, new destinations and immersive experiences has been overwhelmingly positive. With 86% of visitors holding purchasing power and 81% of buyers placing or planning to place orders, it’s clear that Spring Fair is where retail comes to do business, spark creativity and shape what’s next.’’
This year, Spring Fair welcomed thousands of buyers from leading retailers including B&M Retail, Hamleys, Associated Independent Stores, Baldwins, British Garden Centres, Frasers Group, Deichmann UK, Dobbies Garden Centres, Hoopers, Costco, Currys, Morrisons, HMV, B&Q, Sainsbury, Argos, Habitat, Fenwick, English Heritage, F Hinds, WHSmith, ALDI, Jarrolds, DeGruchys, Kew Gardens, Meaghers Pharmacy Group, TJX Europe, Anthropologie, Blue Diamond, Hillier, Card Factory, DFS, Tesco, Waterstones, Peacocks, NEXT, Hobbycraft, Scribbler, Robert Dyas, TK Maxx, The National Trust, World Duty Free, Haskins Garden Centre, and more, alongside thousands of independent retailers, interior designers, architects and garden centres, as well as buying groups from across Europe.
The scale and momentum of the show were reinforced by a 30% growth in new brands, an 8% rise in new exhibitors, 20% more international brands and a 10% increase in small businesses taking part. There were more than 1 million products on display – 38% of them exclusive to the show – and more than 100 expert speakers delivered insight and inspiration.
For Michael Apter, MD of Edinburgh-based retailer Paper Tiger, Spring Fair remains the most important buying event in the calendar, and a critical moment for shaping the year ahead. Trading for 45 years with four physical stores and a growing online business, Paper Tiger uses Spring Fair as its main platform for sourcing across cards, stationery and gifts. “Spring Fair is probably our biggest show of the year in terms of buying,” Michael explained. This year alone, Michael spent four days at the show alongside a dedicated buyer for three days, investing a full week into sourcing and relationship-building. “It’s a significant amount of time, money and effort for a small business to put into this fair, but we feel it’s worth it because we see so many of the people that we work with. It’s setting the agenda for the rest of the year.”
For Paper Tiger, Spring Fair is also where Christmas begins. “On the final day of the show, it’s Christmas at Paper Tiger. We spend two or three days doing research and placing some orders. It’s a real opportunity for us to set our stall out for what we want Christmas to look like and what the important final quarter of the year might look like.” Reflecting on Spring Fair 2026, Michael described the mood as overwhelmingly positive. “The show this year has been really engaging. The feedback has been universally positive; virtually all of the exhibitors I’ve spoken to have had a good fair.” He also noted a renewed confidence across the industry. “It feels really buoyant. You can feel it in the buzz and the noise levels in the hall. People are engaged in doing business. There’s a real quality of exhibitor here, and quality in the buyers too.”
For Michael, trade shows remain essential in a competitive and mature retail market. “There is a lot of choice, so it’s important for exhibitors to be here so that we can make those choices. If you’re not prepared to show at a show, you ought to be questioning why – because that’s where buyers are to see product.” While new brands are always welcome, he believes Spring Fair is where true differentiation happens. “You’ve got to come to a fair like Spring Fair to find the differences. Sometimes that’s new people, but the well-established suppliers with knowledge and experience are really knocking it out of the park.” And for those who didn’t attend? Michael’s message was simple: “I hope that you’ve got FOMO, because if you weren’t here, you have missed out.”
Exhibitors highlight opportunity & energy
Exhibitors have similarly highlighted the quality of conversations, types and breadth of buyers, and the overall energy on the floor expressing how vital Spring Fair is to the success of their businesses.
David Byk, Ling Design
“Spring Fair has been absolutely amazing for us. Sunday was a record-breaking day and we exceeded our targets, finishing 11% up on last year. Footfall has been strong, customers are engaged and happy, and we couldn’t be more pleased with how the show is performing. We rebooked before we got here for next year, but even if we hadn’t, the strength of the show would have made it an easy decision.”
Stephen Illingworth, Widdop & Co
“The show has been excellent, there’s a real buzz and a much more positive feeling about where the market is heading compared to last year. We’ve met the majority of the people we wanted to see. The new Widdop Village concept has made a huge difference for us; it’s shifted the perception of what Widdop & Co is about, which is exactly what I wanted to achieve. It’s felt really buoyant and I’m genuinely excited for the year ahead.”
Emma Lawrence, director, Emma Lawrence Designs
“I’m usually here as a visitor, seeing my different licensees that exhibit at the show, but when they came up with the idea to have a licensing area, I thought it’s a chance to showcase all my designs. The show has been fantastic for me, I’m completely overwhelmed by the response that I’ve had, not just in the licensing, but in the retail side of things it has been really beneficial. There’s been a lot of discussions about working together or doing things collaboratively, which is really important, and Spring Fair has given me those opportunities.”
Looking to the future
Fay Tranter, event director of Spring Fair looks ahead to 202: “Spring Fair 2026 has been an incredible milestone for us. The energy across the halls, the quality of buyers and brands, and the feedback from the industry have all reinforced that Spring Fair is not just a trade show, it’s an experience. We’ve seen real momentum in how people want to engage, connect and discover, and that transformation is something we’re fully committed to building on. Looking ahead to 2027, our strategy is focused on deepening that experience even further, with more immersive content, stronger communities, and even more opportunities for meaningful connections that genuinely support retail growth.”
Autumn Fair returns September 6-9 2026 at NEC, Birmingham and will co-locate with Glee, which runs from September 8-10.
Spring Fair 2027 takes place February 7-10 2027, at the NEC Birmingham.
