Present Niches: What Defines a Gift?

By Vanessa VanderZanden -- Tradeshow Week, 7/19/2004

While regional gift shows take place regularly at most U.S. convention centers, 15 have grown large enough to make the 2004 Tradeshow Week 200.

And when you consider how many products are deemed gift-worthy these days, there's no limit to how large these events can grow — because there's no limit to how you define a gift.

"A gift is any item that one would buy for a friend, family member, business associate, for any occasion," said Deborah Hilfman, show manager of the New York Intl. Gift Fair. "A gift is also something one would buy oneself."

With so broad a category, what's to stop a gift show organizer from letting just about anyone onto the showfloor? Because buyers could then find themselves at a loss to determine which shows to attend and exhibitors hazy on where to go to sign the most orders. That's why managers of gift shows have developed their own acceptance guidelines, carving out very particular niches for their events in the process.

Aubin Wilson, show director of the California Gift Show, agreed "the term 'gift' has taken on a whole new meaning." Years ago soap was too personal to give as a gift; now it's a common standby. Since exhibitors must apply to get into the Los Angeles show, the jury selection process regularly weeds out only retail-servicing firms, like helium tank suppliers, for instance.

Still, the show is unique — and perhaps best known — for its Fashion Accessories division, the largest in the country, and LA Contemporary, a collection of hip, trendy pieces, Wilson explained. Held biannually in January and July at the Los Angeles Convention Center, the most recent show drew 30,047 attendees to 1,685 exhibiting firms across 292,656 net square feet of floor space.

Conversely, the ASD/AMD Las Vegas Gift Expo, held at the Sands Expo Center in March and August, caters to a slightly less up-market crowd, with many buyers coming from dollar stores and independent retailers. It attracts crossover buyers from the ASD/AMD Trade Show that runs concurrently in the Las Vegas Convention Center and the ASD/AMD Jewelry Show at the Mirage Event Center. The entire event covered 642,680 net sq. ft. of floor space and lured 3,251 exhibiting firms and 48,658 buyers last August. Julie Ichiba, group show director with VNU Expositions, explained that the gift portion includes higher-end merchandise than the general showfloor, with exhibitors being wholesalers and distributors rather than manufacturers. In addition, the group plans to launch new permanent showrooms in Las Vegas in 2005.

What many consider the most selective gift show in the country, the New York Intl. Gift Fair, is also the largest of its kind, attracting the biggest international presence with nearly 20 foreign pavilions. It covered 611,410 net sq. ft. last August and pulled in 2,606 exhibiting firms and 41,000 exhibitors. "Two of 11 specialized divisions, Accent on Design and Handmade, are juried by an outside panel of industry professionals," Hilfman said of the selection process. The event is so popular that many applicants spend time on a waiting list before being allowed to exhibit. Priority space is given to companies with merchandise unique to the show or those with a stylized booth display, she said.

Exhibitors say it's a tough show to crack. Bruce Goldstein, sales manager and co-owner of candy maker Pucker Powder, is one who was turned down. "They said we weren't right for the industry, which was completely inaccurate because we sell to so many buyers there." His company makes plenty of sales at other events though, he said, like ALL CANDY EXPO and IAAPA Orlando Convention & Trade Show.