On 25th September, The Giftware Association partnered with Talking Tables to host a collaborative industry event focused on one of the most pressing questions for brands today: How do you effectively reach retailers in a modern marketplace? 
 
Held at Talking Tables’ HQ in London, the day began with a delicious lunch and networking among key industry players including Victoria Eggs, Designworks, Forma House, Upper Canada and Toasted Crumpet. The atmosphere was buzzing with ideas, insights, and shared experiences. 

What Do Buyers Really Want? 
Talking Tables kicked off the session by sharing results from a recent buyer survey: 
- 31% of buyers said that the most liked to be sold to at Trade shows  
- 30% found Visiting Brands trade websites 
- And 20% used Marketplaces such as faire 

You can find the rest of the results of the survey here. 
 
When asked how they discover new brands: 
- 57% said trade shows 
- 23% said marketplaces 
- The other 20% was split across social channels, agents and brand trade websites 
 
This data sparked a lively discussion around the value of face-to-face interactions versus digital platforms, with a focus on Faire. While marketplaces offer scale and convenience, they often lack the relationship-building that trade shows provide. We also discussed the personal follow-ups that take place after face-to-face meetings, where the technology-driven approach can feel very transactional.  

Transactional vs. Community-Driven Brands 
A key theme emerged: There’s a growing divide between transactional brands and community-driven brands. The former rely on volume and visibility, while the latter focus on building long-term relationships with retailers. 
 
Face-to-face meetings — whether at trade shows or in-store — were seen as crucial for retention and repeat business, even if they’re harder to secure in today’s busy landscape. Additionally, when looking at multiple trade shows, brands are concerned about what they may be missing and which show is best for them. 
 
Know Your Audience, Use Your Tools 
Understanding your audience is essential. Brands discussed the importance of: 
- Segmenting outreach with tailored messaging 
- Using CRM systems and automation to personalise communication 
- Following up with phone calls to add a human touch 
- Creating and understanding your customer profile 
 
Trade Shows: Still Relevant, But Need Reform 
While trade shows remain a vital part of the industry, many attendees felt they needed improvement. Suggestions included: 
- Shortening show lengths to reduce costs 
- Curating exhibitors more effectively to ensure relevance 
- Supporting new brands with incubator-style guidance 
- Encouraging collaboration between organisers, suppliers, and buyers and trade organisations 
 
The Giftware Association is committed to listening to these voices and facilitating more open conversations with show organisers, suppliers and buyers.  

Rob from Clockwork Soldier shared: 
“Trade shows work well for us when showcasing new lines and meeting new customers. You can’t beat face-to-face relationships.” 

Simon from Forma House added: 

“We’ve shifted away from large shows to smaller, niche events like The Farm Shop & Deli Show and The London Stationery Show — and it’s paid off.” 

Courtney Wood from Bubblegum Stuff concluded: 
“Retailers go to shows to find new brands. It’s harder for brands to reach retailers directly.” 

Social Media: A Direct Line to Buyers 
Social media was highlighted as a powerful tool for outreach: 
- Direct Messages were seen as more effective than emails 
- Instagram and TikTok are popular platforms for discovery 
- Podcasts that spotlight small businesses offer unique exposure 
- Tracking metrics across campaigns — whether email or social — was also recommended to guide future strategy. 
 
Sales Agents: A Shifting Role 
Many brands reported moving away from sales agents, citing difficulty in finding good ones and preferring direct communication with retailers. Sending samples and building relationships firsthand was seen as more effective. Though we work with many members who solely work with agents and have done for many years as they have added real value to their business - it’s all about finding the right representative for your brand and working closely with them. 
 
Key Takeaways 
- Trade shows remain important but need to evolve — The GA will help facilitate industry feedback 
- Faire offers reach but requires active management; they’re receptive to brand input 
- Face-to-face meetings drive sales and build lasting relationships 
- Social media is a huge opportunity — but brands must use it strategically 
- Collaboration across the industry is key to making outreach more effective 
 
As always, we thank the brands who attended for their openness and insights. These conversations are vital to shaping a stronger, more connected industry. Thank you to Talking Tables and our members that attended.