🎯 How to Approach Trade Shows When Selling Into Retail: A Short Guide for Amazon & DTC Brands

If you’re an Amazon-native or DTC brand looking to break into retail, trade shows can be one of your most powerful tools—but only if you approach them strategically. Done wrong, trade shows can burn serious time and money. But if you know what you’re doing, there is a lot you can achieve. If your goal is to land national chains, expand into independents, or simply make industry connections, trade shows offer access to buyers, industry knowledge-sharing, and potential partners.

In this post, we’ll cover:

• ✅ Why trade shows are so valuable for retail growth

• ✅ How to define your goals before you attend

• ✅ Which types of trade shows to prioritize

• ✅ How to prepare for both large and independent accounts

• ✅ Budgeting, marketing, and booth strategies that work

🤔 Why Are Trade Shows So Useful?

Trade shows remain a cornerstone of the CPG retail ecosystem because they combine several high-value activities into one event:

• Sales Opportunities: Many shows allow you to write orders on the spot, which means you can actually run a profit while growing your brand reach.

• Marketing Exposure: Shows offer face-to-face interaction with key buyers and accounts that might otherwise take months of outreach to reach.

• Partnership Development: Beyond buyers, you’ll meet potential partners, service providers, and even future acquirers.

Retail is a relationship-driven business. Trade shows are where many of those relationships start and are nurtured over time.

But you can’t just pay your fee and show up; you need a clear plan before you go.

🥅 Define Your Trade Show Goals

What do you want out of the event? If you’re investing in a booth, your primary focus should be growing your retail account base. That can be done in a variety of ways, but your approach should match your objectives:

You will either be Big Game Hunting, chasing a high volume of Independents, or a combination of Both. Each requires a different game plan (outlined below). In most cases, it will make sense to run a hybrid strategy – chase the big accounts while using the orders of the mom & pops to offset the show cost.

If you are going just to network, do not waste money on a booth. See if you can get a badge from a friend and just walk the show and take meetings in communal areas.

✅ Choosing the Right Trade Show

Not all shows are created equal. Here are the three main types:

1. Major Category Shows (Broad & Big)

• Example: Natural Products Expo West

• Pros: All the big names attend.

• Cons: Expensive and highly competitive.

• Best for: Brands that are well-capitalized and aiming for large national retail accounts.

2. Niche Category Shows

• Example: Global Pet Expo or Outdoor Retailer for pet and outdoor brands.

• Pros: Highly targeted, with a mix of large and small retailers.

• Cons: Smaller scale, but often the best ROI for emerging brands.

• Best for: Brands looking for a focused, relevant audience.

3. Chain-Specific Shows

• Example: Ace Hardware Conventions

• Pros: 100% targeted to one chain.

• Cons: No exposure to other accounts.

• Best for: Brands looking for highly targeted expansion.

🛒 Approaching Big National Chains at Trade Shows

If you’re aiming for major retailers, remember:

• Book meetings in advance. These buyers have packed schedules—don’t rely on walk-ups. You should be hunting them anyway, so use the shows to meet them where they are.

• Show consistency. Retailers want to know you’re not a one-hit wonder. Attend the same show multiple years to show stability. You’ll slowly grow recognition while demonstrating growth year over year, both appealing to big buyers.

• Bring your A-game. Have your pitch deck, line sheets, and samples ready. Know your pricing, margins, and supply chain capabilities cold. Whatever prep you have done on pitching retailers; have it on hand.

🛍️ Approaching Independent Accounts

Independents are different—they’re often ready to buy on the spot. Be prepared for order writing:

• Use order-taking systems like Handshake, Brandwise, or Faire to process orders digitally.

• Capture full customer info for order processing and future marketing

• Have pre-built assortments or “bestseller bundles” to make ordering easy.

• Provide sell sheets for those not ready to order. Include:

• Product images

• Wholesale pricing

• Easy URLs/email addresses/phone numbers for ordering or contacting your team.

📢 Marketing Your Brand at Trade Shows

You’re competing with hundreds, even thousands of other brands for attention. Standing out is crucial. There are numerous marketing opportunities to take advantage of at a show. Here’s how to maximize visibility:

• Booth Location: High-traffic areas—near entrances, intersections, or lounges—are worth the investment.

• Show Marketing Opportunities:

• Paid placement in show programs. Things like signage can work as well.

• Pre-show email blasts (with your booth number and a scheduling link).

• Notify your network: Email existing customers and prospects before the show.

• Guerrilla Tactics: Handouts at ride-share drop-offs, hotel lobbies, or coffee spots can be creative (and effective).

Whatever method you pursue, track its success meticulously. Ask buyers how they found your both. Experiment and constantly iterate on your marketing approach until you find what is best for your brand.

💰 Budgeting for Trade Shows

Shows can cost $10K–$50K+ when you factor in:

• Booth fees, build out, and shipping costs

• Travel and lodging

• Marketing

• Samples and collateral

ROI matters. Ask:

• Can one big account justify the spend?

• Will smaller orders offset costs within a year?

• Does this show align with your long-term strategy?

Pro tip: Start with one or two high-impact shows per year. Master those before adding more. If you can write a lot of orders at a show, you can significantly offset your cost. Know how frequently accounts reorder and use estimates to calculate when you will make your money back.

✅ Trade Show Best Practices

• Team: Bring at least 2 people. That way your booth is never empty.

• Uniforms: Branded shirts or gear make you look polished.

• Booth Design: Keep it open and inviting. Don’t clutter—let buyers engage with the product.

• Comfort: Offer seating for buyers who want to chat. Or the impatient husband that just wants to move on.

• Samples: Make sure they’re easy to access, display, and (if applicable) try.

Keep things clean, professional, and attractive. Buyers like to work with brands that won’t cause them headaches. Show you have your act together.

🔑 Final Thoughts

Trade shows can be game-changing for retail growth—but only if you approach them with a clear strategy and strong execution. Don’t treat them as random marketing events. Treat them as a sales accelerator for your wholesale channel.

If you’re an Amazon or DTC brand planning your first trade show strategy, I help brands:
✅ Select the right shows
✅ Build a ROI-driven plan
✅ Create pitch materials that convert buyers

📩 Reach out if you want help planning your retail launch—without wasting money at the wrong shows.