How to Plan Your Trade Fair Calendar: Early-Year Fairs You Can’t Miss
At the beginning of each year, many companies in the children’s sector ask themselves the same question: does my commercial strategy include a solid trade fair calendar, or am I improvising event by event?
Far from being a simple list of dates, a well-planned trade fair calendar is a strategic tool that shapes your visibility, your sales, and your brand positioning throughout the year. In an increasingly competitive market, planning ahead is not an option—it is a necessity.
Based on its extensive experience in the sector, ASEPRI, the Spanish Association of Children’s Products, stresses the importance of making professional trade fairs a central element of companies’ growth strategies. They are not just commercial showcases; they are spaces for trend analysis, product validation, and the creation of long-term business relationships.
Why your trade fair calendar should start taking shape now
Many manufacturers make a recurring mistake: they decide on their trade fair presence when the year is already well underway. The problem is obvious—you arrive too late for the best locations, visibility opportunities, and real strategic preparation. Building your trade fair calendar at the start of the year allows you to:
- Plan product launches with international visibility.
- Adjust production according to expected demand.
- Coordinate marketing campaigns aligned with each fair.
- Optimize investment in travel, staff, and promotional materials.
- Avoid improvisation, which usually comes at a high cost.
It’s not about “being everywhere,” but about choosing wisely. Each trade fair responds to a specific type of product, market, and buyer profile. The key is to select those that truly fit your commercial strategy.
BKS + FIMI: the fair that kicks off the year with strength
If there is one event that cannot be missing from the agendas of children’s fashion, childcare, footwear, and lifestyle manufacturers, it is BKS + FIMI, taking place from January 21 to 23 in Valencia. This event has established itself as a key meeting point for brands looking to position themselves in both national and international markets from the very first quarter of the year. Why is it strategic?
- It marks the start of the commercial year.
- It brings together key international buyers.
- It allows collections to be tested in a professional environment.
- It generates visibility among specialized distributors.
- It acts as a trend barometer for the sector.
- Buyer appointment app.
- More than 600 international brands.
- More than 400 VIP guests.
Taking part in this fair is not just about showcasing products; it’s about presenting your brand, concept, and vision. Many distribution agreements are born here, and a significant number of manufacturers secure a large part of their annual orders at this first major event of the year.
Other fairs that complete an international outlook
A strong trade fair calendar cannot be limited to the domestic market. Growth depends on diversifying markets and opening channels in strategic destinations.
One of the most interesting events in the United Kingdom is INDX Birmingham. Its professional format, focused on independent buyers and major distributors, makes it an ideal platform for brands seeking to establish themselves in the UK market.
Across the Atlantic, presence in the United States remains a goal for many companies in the sector. In this context, Children’s Show NY stands out as a direct opportunity to access one of the most demanding markets in the world. It’s not just another fair—it’s a gateway.
How to plan your trade fair calendar intelligently
Planning is not about simply adding events. It’s about making informed decisions. To do so, we recommend building your calendar around five pillars:
1. Clear objectives
Are you looking for distribution, brand image, or international expansion? Each fair serves a different objective.
2. A realistic budget
It’s not just the cost of the stand. Travel, logistics, staff, catalogues, and promotion are all part of the total investment.
3. Prior preparation
A trade fair starts months in advance: defined collections, prior contact with buyers, and a closed agenda.
4. Communication strategy
Communicating your presence multiplies the return. Social media, newsletters, press releases, and direct contact are key.
5. Post-fair follow-up
The real work begins after the fair. Contacts, quotes, samples, and deal closures require professional management.
FAQs about the trade fair calendar
How many trade fairs should I include in my annual calendar?
It depends on your size and operational capacity. For SMEs, between 2 and 4 strategic events are usually enough if they are well managed.
Does it make sense to attend fairs if I don’t export yet?
That’s precisely when it makes the most sense. Trade fairs are the ideal environment to start international contacts.
Is it better to attend one large fair or several specialized ones?
There is no single correct answer. Large fairs offer global visibility; specialized ones generate more qualified contacts.
Is it advisable to attend the same fair every year?
Yes, because it helps consolidate your image and business relationships. Consistency is key to building trust.
What are the most common mistakes?
Improvising, not having clear objectives, neglecting prior communication, and abandoning follow-up after the fair.
How can I tell if a fair has been profitable?
Measure contacts generated, orders closed, potential clients, and brand visibility. Not everything is about immediate sales.
In this way, your trade fair calendar is not just a sheet of dates—it’s a roadmap. It defines your growth, your international expansion, and your sector positioning. When built with clear criteria, it enables smart decision-making, reduces risks, and maximizes opportunities.
If your company belongs to the children’s sector, committing to solid planning is not just advisable—it’s essential. Trade fairs mean investment, visibility, and business. And the companies that understand this… have the advantage. Contact us and we’ll help you with everything!
