Spring Fair 2026 Signals Retail Recovery as Buyer Confidence Rises
Spring Fair 2026 Signals Retail Recovery as Buyer Confidence Rises
Spring Fair’s February 2026 edition wrapped up with clear indications that confidence is returning across both UK and international retail. The four-day event at NEC Birmingham welcomed around 40,000 visitors from 124 countries, with buyers and exhibitors alike reporting improved footfall, firmer purchasing plans and a noticeably brighter mood compared with recent editions.
For buyers, the show delivered scale and efficiency at a time when face-to-face sourcing remains especially valuable. Organisers reported that 86 percent of attendees held purchasing authority, while 81 percent either placed orders during the show or intended to follow up shortly afterwards. Attendance spanned major multibrand retailers, department stores and independents, alongside interior designers, garden centres and niche specialists.
Many buyers pointed to the breadth of the offer as a major draw. With more than one million products on show across fashion, accessories, jewellery, gifts and home, and over a third exclusive to Spring Fair, the event enabled wide-ranging discovery in a single visit.
Several attendees described Spring Fair as a key moment for shaping their buying strategy for the year ahead. Michael Apter, managing director of Paper Tiger, said it was “probably our biggest buying show of the year,” adding that it helps define priorities for crucial trading periods such as Christmas. Others stressed the importance of in-person interaction, noting that seeing products firsthand and connecting with brand founders offers insight that online buying cannot replicate.
Fashion and accessories buyers, in particular, reported positive surprises. Zilpah Olsen Jenkins of EQ Woman said the show “completely changed my view,” citing unexpected brand finds and describing the experience as one that “ticked every single box.” Participants in the Hosted Buyers Programme echoed this, highlighting strong discovery opportunities and an upbeat trading atmosphere.
Jessica Gore and Deborah Lang of Chester-based ERJ boutique also underlined the broader value of trade events. In a joint statement, they noted that shows like Spring Fair help retailers stay alert to trends and avoid complacency, adding that uncovering new brands brings renewed energy back to store and gives customers fresh stories to engage with.
From an exhibitor standpoint, performance data and anecdotal feedback pointed to meaningful commercial outcomes. Spring Fair recorded a 30 percent increase in new brands, an 8 percent rise in first-time exhibitors and a 20 percent uplift in international participation. Many exhibitors reported productive conversations with decision-makers and strong order writing throughout the event.
David Byk of Ling Design said results were ahead of expectations, finishing “11 percent up on last year,” while Claudia Bovingdon of Coach House described sustained periods of intense activity, crediting the show’s ability to compress months of customer meetings into just a few days.
Beyond immediate sales, exhibitors also highlighted Spring Fair’s role as a strategic platform. Several used the event to reposition brands, launch new collections and build longer-term partnerships. Stephen Illingworth of Widdop & Co observed a “much more positive feeling about where the market is heading,” while digital and service providers emphasised the value of in-person conversations for trust-building and pipeline development.
Although talks, panels and mentoring programmes added value particularly for newer businesses the dominant theme of Spring Fair 2026 remained commercial. Buying intent, product discovery and reconnection between retailers and suppliers were firmly at the heart of the show.
Taken together, feedback from both sides of the aisle suggests Spring Fair is reasserting itself as a high-impact trade event. Strong attendance, growing brand participation and reported buying activity point not only to renewed confidence in physical trade shows, but also to cautious optimism for the retail sector in 2026.
