Ward’s Words GIFTWARE ASSOCIATION CEO SARAH WARD
Sarah Ward chats to Julie Driscoll on The Inspiring Retail Stage at Autumn Fair
Sarah Ward and new Giftware Association head of membership Victoria Louise
PR & Marketing Manager Chris Workman taking The Gift Stop on the road at The London Stationery Show
Trade shows are finally back in business!
With trade show season back to a new normal, Giftware Association CEO Sarah Ward reports on very positive experiences from exhibitors and buyers alike - as well as a noticeable move towards sustainability during her time visiting recent events Here at The Giftware Association “Trade shows we have experienced a very have never felt successful trade show season over the past few months, where as connected to we saw trade show organisers stepping up to the mark to open their audience their doors to exhibitors and with the launch of buyers to really kickstart our industry back into business. 24/7 marketplaces We have thoroughly enjoyed visiting all the shows - starting off connecting at Harrogate Home & Gift, then exhibitors with Autumn Fair and The Scotland Show, through to Top Drawer and finally The London Stationery Show the audience at the start of October. that matters It was great to meet members most - buyers and face to face after so much time apart, and to talk to them about retailers” their trials and tribulations over the past year and a half, and also to hear their success stories from being back out there exhibiting again, as some reported to us that they have had some of their best shows ever. It was equally as encouraging to hear
how a lot of brands have pivoted during lockdown and proven that we belong to a very resilient and creative industry that is open to change and quick to adapt with creative solutions. It was also great to catch up with trade show organisers to see where they have also diversified and created a safe space for visitors, launching partner apps and digital offerings so that visitors, or exhibitors, can catch seminars which they might not previously have been able to attend. Trade Shows have also never felt as connected to their audience with the launch of 24/7 marketplaces connecting exhibitors with the audience that matters most - buyers and retailers. What was physically noticeable around the shows were the wider aisles and the spacing out of exhibitors, which allowed the shows to breathe more. Buyers and retailers that we spoke to said they had a more natural shopping experience with smaller brands allowed to breathe and be discovered rather than hidden away. Credit also goes to the show organisers for the
Sarah Ward is chief executive of the Giftware Association, which is at the heart of the gift industry supporting members by offering invaluable advice and assistance. Coming originally from a retail background, she then worked at Penny Kennedy gaining extensive knowledge in the card, wrap and stationery sector, and now uses these skills across a broader environment. Tel: 0121 236 2657 Web: www.ga-uk.org
24 www.greetingstoday.media
edit of the events and how well they have pieced together the different categories in our industry to make it a far more natural shopping experience. Another difference we noted - from exhibitors’ products to show organisers - was the increased presence of sustainability, which is something we have talked about a lot in our seminars as well as at The Gift Stop. For example, at The London Stationery show in October a lot of the products available had some level of sustainability - either being recycled or having minimal packaging. But sustainability was also present in elements of the show such as the seating in the seminar areas, which was made from recycled cardboard, and the cardboard bins dotted round the show. We know from speaking to organisers that they are taking big steps to ensure shows are environmentally friendly and have less impact both on the local environment and the environment as a whole. And we look forward to what shows have to offer us in the future. As we find ourselves in the last quarter of the year and peak season with Black Friday and Christmas, our industry has some hurdles to overcome, such as the shipping crisis and the impacts of Brexit. We hope we can impart some useful knowledge at our upcoming webinars and informal chat sessions.
