Spring Fair 2026 signals retail revival as buyers return in force

Retailers attending Spring Fair this year reported a renewed sense of energy, scale and confidence across the show floor, with many highlighting the buzz, atmosphere and overall experience as clear signs of positive change.

As Spring Fair drew to a close on 4^th February, the message from those on the show floor was consistent. From the moment doors opened, retailers have spoken about the experience, the look and feel of the show, and the sense that Spring Fair has regained its momentum.

Jackson Szabo, Portfolio Director Spring Fair, said, “The buzz at Spring Fair this year has been incredible. Welcoming 40,000 visitors from 124 countries, the feedback on the refreshed look and feel, new destinations and immersive experiences has been overwhelmingly positive. With 86 percent of visitors holding purchasing power and 81 percent of buyers placing or planning to place orders, it’s clear that Spring Fair is where retail comes to do business, spark creativity and shape what’s next. Providing the ideas, partnerships and momentum retailers need to move their businesses forward with confidence, the show brought together a global retail community. If you weren’t here, you really missed something special.”

Collectively, the sentiment across Spring Fair 2026 reflects a show that feels energised, busy and firmly forward-looking, with retailers repeatedly referencing the transformation they are seeing and experiencing across the event. This year, Spring Fair welcomed thousands of buyers from leading retailers including B&M Retail, Hamleys, Associated Independent Stores, Baldwins, British Garden Centres, Frasers Group, Deichmann UK, Dobbies Garden Centres, Hoopers, Costco, Currys, Morrisons, HMV, B&Q, Sainsbury, Argos, Habitat, Fenwick, Englih Heritage, F Hinds, WHSmith, ALDI, Jarrolds, DeGruchys, Kew Gardens, Meaghers Pharmacy Group, TJX Europe, Anthropologie, Blue Diamond, Hillier, Card Factory, DFS, Tesco, Waterstones, Peacocks, NEXT, Hobbycraft, Scribbler, Robert Dyas, TK Maxx, The National Trust, World Duty Free, Haskins Garden Centre, and more, alongside thousands of independent retailers, interior designers, architects and garden centres, as well as buying groups from across Europe.

The scale and momentum of the show were reinforced by a 30 percent growth in new brands, an 8 percent rise in new exhibitors, 20 percent more international brands and a 10 percent increase in small businesses taking part. With over 1 million products on display – 38 percent of them exclusive to the show – and more than 100 expert speakers delivering insight and inspiration, Spring Fair 2026 has firmly positioned itself as the definitive retail destination for discovery, connection and growth.

These figures support the positive response that has been reflected on the floor throughout the show, that Spring Fair feels bigger, busier and more vibrant, with strong engagement across categories. The story of Spring Fair this year is best told by the retailers themselves, those who have spent time buying, discovering new brands and reconnecting with the industry in person.

Ray Clacher, Chief Executive, Morleys Department Stores spoke at The Hidden Forum and said, “It’s been a few years since I’ve been to Spring Fair, and it’s been far too long. Just walking through the show, it’s everything retail is about. The show is curated and there’s something for everybody which is unbelievably good. I encourage anybody who wants to be entrepreneurial to come. The jewellery brands here are fantastic. It’s all here, come and have a look yourself – if you don’t you are missing out because there’s beautiful products. Our buying teams are here, we’re seeing some great things across the Halls, and we’re excited to order here at the show and afterwards.”

Andrew Xeni, Founder and CEO/Founder and Chairman, Fabacus, Nobody’s Child and Soreto spoke on a variety of subjects including sustainability, diversification, data, digital passports and licensing. “It was a pleasure to support Spring Fair again this year and the energy at the show was fantastic. As both a technology vendor and retailer, it’s a great opportunity to see the emerging trends across so many categories from such an incredibly diverse group of innovative suppliers, and a way to stay close to the community, to better understand their challenges.”

For Samantha Gibbons of Nest, Spring Fair 2026 was about sourcing new products, making connections, learning and supporting the wider retail community. Reflecting on her time at the show, Samantha described the experience as “a real joy and a privilege”, particularly through her involvement in the mentoring programme alongside Steven Spencer & Associates. “The response was incredible, we were fully booked, with people leaving inspired, energised and ready to take action,” she said. Many of the conversations she had were with new and early-stage businesses, often feeling overwhelmed by the realities of building a brand.

This highlights the evolving role of Spring Fair beyond traditional buying. “Spring Fair is not just about buying; it plays an important role in education, confidence-building and helping businesses, new and established, find clarity and direction. The breadth of businesses here is staggering, and the way Spring Fair brings knowledge, experience and community together genuinely supports the future of retail.” Alongside mentoring, buying remains a core part of Samantha’s show experience. “Buying at Spring Fair is absolutely fundamental to how I plan and grow my business,” she explained. “You never see everything, even after years of attending, but the value is in spending the time, looking closely, talking to people and uncovering the stories behind the products.” The impact of the show is clear: “Trade shows like this are far more than inspirational; they’re essential. They bring people, products and ideas together in a way that simply isn’t possible digitally.”

For Michael Apter, Managing Director of Edinburgh-based retailer Paper Tiger, Spring Fair remains the most important buying event in the calendar, and a critical moment for shaping the year ahead. Trading for 45 years with four physical stores and a growing online business, Paper Tiger uses Spring Fair as its main platform for sourcing across cards, stationery and gifts. “Spring Fair is probably our biggest show of the year in terms of buying,” Michael explained. This year alone, Michael spent four days at the show alongside a dedicated buyer for three days, investing a full week into sourcing and relationship-building. “It’s a significant amount of time, money and effort for a small business to put into this fair, but we feel it’s worth it because we see so many of the people that we work with. It’s setting the agenda for the rest of the year.”

For Paper Tiger, Spring Fair is also where Christmas begins. “On the final day of the show, it’s Christmas at Paper Tiger. We spend two or three days doing research and placing some orders. It’s a real opportunity for us to set our stall out for what we want Christmas to look like and what the important final quarter of the year might look like.” Reflecting on Spring Fair 2026, Michael described the mood as overwhelmingly positive. “The show this year has been really engaging. The feedback has been universally positive; virtually all of the exhibitors I’ve spoken to have had a good fair.” He also noted a renewed confidence across the industry. “It feels really buoyant. You can feel it in the buzz and the noise levels in the hall. People are engaged in doing business. There’s a real quality of exhibitor here, and quality in the buyers too.”

For Michael, trade shows remain essential in a competitive and mature retail market. “There is a lot of choice, so it’s important for exhibitors to be here so that we can make those choices. If you’re not prepared to show at a show, you ought to be questioning why – because that’s where buyers are to see product.” While new brands are always welcome, he believes Spring Fair is where true differentiation happens. “You’ve got to come to a fair like Spring Fair to find the differences. Sometimes that’s new people, but the well-established suppliers with knowledge and experience are really knocking it out of the park.” And for those who didn’t attend? Michael’s message was simple: “I hope that you’ve got FOMO, because if you weren’t here, you have missed out.”

Philippa Cass, Head of Merchandising UK, Tesco Stores attended and delivered a talk on Tuesday 3^rd on Tesco’s fashion success story, said, “Participating in the Style Atelier at the Spring Fair has been a fabulous experience. The enthusiasm and energy of the visitors was inspiring and it was a privilege to witness such a dynamic community come together to celebrate innovation and creativity within the retail industry. Meeting esteemed professionals like Caryn Franklin and Lauretta Roberts was a standout moment, and I am grateful for the opportunity to share insights and connect with fellow industry leaders.”

Holly Walford, Assistant Buyer, Anthropologie, said, “The team recommended Spring Fair and they were right, it’s a great show. It’s a good size with a good variety. I see familiar faces and brands, but I also discover new ones. I feel there’s a lot more going on at Spring Fair than people realise. I would absolutely recommend it.”

Kate Aslangul, Founder, Oakley Moore, an interior designer who visited for the first time for the new Design sector and joined a panel talk on the Design Studio, said, “I was genuinely impressed by the scale and variety of what’s on offer at Spring Fair. Even from a quick walk through Hall 6, there’s a real depth of design-led brands and ideas. As a designer, staying curious and discovering new suppliers is essential, and this is exactly the kind of environment that sparks ideas you can take straight back into practice.”

Samantha Buck, Senior Buyer at Ragdale Hall, Leicestershire, said, “Spring Fair is so important for us to attend to source new products for our retail outlets, and it’s been fantastic as it covers all exhibitors from gift, interiors, fashion, jewellery and accessories. It is always lovely to connect and build upon existing relationships at the show, as well as network and find new suppliers, to help enhance our business. We always find something new and interesting at Spring Fair. It is a key trade show where we do the majority of our gift buying as well as our orders for Christmas.”

Louise from 23 Living, Marlow, said, “I absolutely love Spring Fair, it’s so important to be able to see our suppliers year after year, season after season, but also to discover new brands. Trade shows are vital for that – you need to see the products in person, connect with the people behind the brand, and really feel it. It’s so different from buying online. We’ve had a great time and even signed up with a brand we’ve been following for a while, as well as discovering some exciting new ones.”

Exhibitors highlight the opportunity & energy 

Exhibitors have similarly highlighted the quality of conversations, types and breadth of buyers, and the overall energy on the floor expressing how vital Spring Fair is to the success of their businesses.

David Byk of Ling Design: “Spring Fair has been absolutely amazing for us. Sunday was a record-breaking day and we exceeded our targets, finishing 11 percent up on last year. Footfall has been strong, customers are engaged and happy, and we couldn’t be more pleased with how the show is performing. We rebooked before we got here for next year, but even if we hadn’t, the strength of the show would have made it an easy decision.”

Claudia Bovingdon, Director of Coach House: “Spring Fair has been incredibly busy for us – at points we’ve barely been able to move on the stand, which is a great position to be in. We’re very pro-fair and pro-exhibition, and Spring Fair is something we work towards all year. It’s a fantastic opportunity to see so many customers in one place, reconnect with people we may only see once a year, and strengthen existing partnerships while forming new ones. With some customers unable to travel to our Northwest showroom, Spring Fair is a vital chance to catch up and talk through pre-orders face to face.”

Stephen Illingworth, Widdop & Co: “The show has been excellent, there’s a real buzz and a much more positive feeling about where the market is heading compared to last year. We’ve met the majority of the people we wanted to see. The new Widdop Village concept has made a huge difference for us; it’s shifted the perception of what Widdop & Co is about, which is exactly what I wanted to achieve. It’s felt really buoyant and I’m genuinely excited for the year ahead.”

Charlotte Broadbent, International Marketing and Partnerships Director, Faire: “Spring Fair 2026 has been a standout experience for Faire, and we are so proud to be growing our partnership with Hyve bigger than ever for our customers. This year, we connected with more customers face to face than ever before, and as a digital business those in-person conversations are incredibly meaningful. The energy at the show has been really positive about the year ahead in retail, and we have learned a huge amount by listening closely to customers. We are here to answer questions, share our latest Faire forecast and trend insights, and help buyers discover new products, whether they have been ordering on Faire for years or are discovering us for the very first time.”

Emma Lawrence, Director, Emma Lawrence Designs Ltd: “I’m usually here as a visitor, seeing my different licensee that exhibit at the show, but when they came up the idea to have a licensing area,  I thought it’s a chance to showcase all my designs. The show has been fantastic for me, I’m completely overwhelmed by the response that I’ve had, not just in the licensing, but in the retail side of things has been really beneficial. There has been a lot of discussions about working together or doing things collaboratively, which is really important and Spring Fair has given me those opportunities.”

For those attending, the experience speaks for itself. But for anyone who chose not to come the message from the show floor is clear: Spring Fair has rediscovered its buzz, and this year’s event has delivered an experience that many say they wouldn’t want to miss.

Looking to the future

Fay Tranter, Event Director of Spring Fair looks ahead to 2027, “Spring Fair 2026 has been an incredible milestone for us. The energy across the halls, the quality of buyers and brands, and the feedback from the industry have all reinforced that Spring Fair is not just a trade show, it’s an experience. We’ve seen real momentum in how people want to engage, connect and discover, and that transformation is something we’re fully committed to building on. Looking ahead to 2027, our strategy is focused on deepening that experience even further, with more immersive content, stronger communities, and even more opportunities for meaningful connections that genuinely support retail growth.” 

Voice of Retail – Shining a light on the future of retail

This week, Spring Fair and Faire launched Voice of Retail – a landmark initiative designed to put retailers at the centre of the conversation about the future of UK retail and give them the microphone to express their needs.

Built on insight from thousands of retailers across the UK, Voices of Retail will shine a light on how businesses are navigating change, collaborating, and finding new ways to drive growth, moving beyond the tired narrative of decline to focus on innovation, resilience, and community. The result will be a first-of-its-kind report setting the agenda for UK retail in 2026 and beyond, grounded in real experience from the retailers shaping the industry every day. You can still have your say – take part now. The questionnaire closes on 2^nd March 2026.

Spring Fair returns from 7^th – 10^th February 2027 at the NEC Birmingham.