How The Gift Fair is Changing the Trade Show Game

In a world where trade shows haven’t evolved much in over a century, one founder is reimagining what they could, and should, look like.

I sat down with Fabian Santoro, founder of The Gift Fair, to go behind the scenes of this fast-growing, independent trade show that’s turning the traditional model on its head.

If you’re a seasoned exhibitor or a product-based business dipping your toe into wholesale for the first time, here’s what makes The Gift Fair a refreshing alternative worth watching.

Meet Fabian Santoro, Founder of The Gift Fair

After two decades in the industry, Fabian Santoro had seen it all, the buzz, the business, the burnout. "I still believe there’s something special about trade shows," he says. "But lately, more and more of us have started asking whether the cost and effort are really worth it."

That reflection, combined with the lack of innovation in the space, led to the birth of The Gift Fair, a new kind of trade show designed for modern retail, with a special focus on accessibility, efficiency, and community.

For Fabian, the moment of clarity came from witnessing just how outdated and inaccessible trade shows had become, especially for small and growing businesses.

"Trade shows haven’t changed much since the 19th century," he explains. Technology has transformed everything else — why not this?"

Rather than scrap the idea altogether, Fabian reimagined it. The result? A digital-first show that keeps the magic of in-person connection while cutting the cost, time, and stress for exhibitors.

What Makes The Gift Fair Different?

One of the core values at The Gift Fair? Being people-first.

"You’ll always have someone to speak to," Fabian says. Every brand gets a personalised demo, onboarding session, and ongoing support via email, messenger, or phone.

We know change can be daunting. It’s our job to make sure you feel confident using the platform."

What Their First Show Taught Them

The inaugural Gift Fair exceeded expectations, not just in numbers, but in spirit. Nearly 90% of brands have already rebooked for the next edition, and the sense of community was palpable.

"The support, kindness, and willingness to get involved was incredible. It felt like we were all building something together," Fabian reflects.

They also learned fast, especially from their community. Feedback wasn’t just collected; it was implemented, with ongoing conversations helping to shape the future of the event. "We host regular group chats and one-on-one sessions. That feedback loop is a core part of how we evolve," he adds. The first show attracted a diverse crowd of buyers, with a strong presence from independent retailers, many of whom found out through word of mouth. Larger chains and even U.S. buyers showed up too, sparking the launch of a U.S. edition.

Promotion is hands-on and intentional. "You get so much more than floor space," Fabian says. Every exhibitor is promoted via email, social media, and trade press. Now, the team is turning its focus toward social-first, tech-savvy retailers building online stores across TikTok and Instagram.

Words of Advice for First-Time Exhibitors

"There’s always some risk," Fabian admits, "but this is a far lower commitment than most physical shows — no travel, no shipping, no stand builds."

Exhibitors can typically build their stands in under a day using assets they already have. Once live, you just log in each morning and carry on with your day — the system alerts you if a buyer wants to connect. "It’s not all-consuming," he says, "but it is impactful."

The most successful exhibitors are those who bring their brand to life with engaging digital stands — especially video content that adds a human touch. "One exhibitor did a TikTok-style video introducing themselves and their process — it really stood out."

Exciting Updates

After reviewing feedback, the team made a number of strategic changes:

• Streamlined registration: From 8 clicks down to just 3.

• New social features: Buyers can now share stands they love via WhatsApp, LinkedIn, or Email.

• A mobile app is on the way to help exhibitors stay connected with leads in real time — even during traditional shows.

The show is also growing (already 27% bigger!), but Fabian stresses that growth isn’t just about size. "It’s about making meaningful connections, not just swapping business cards and hoping for the best."

Fabian’s goal is for The Gift Fair to become the go-to destination for retailers looking to discover what’s next. "We want to be known as the place to find something new, different, and bold. A place where up-and-coming brands get their break."

And maybe, just maybe, in a few years we’ll look back and laugh at how radical this all once seemed just like we did with online shopping.

Is It Right for You?

If you’re a smaller business looking to break into wholesale, The Gift Fair could be a perfect match. It’s affordable, accessible, and designed with indie brands in mind.

Because The Gift Fair doesn’t rely on physical space, there’s always room for more. "That’s the beauty of this platform," Fabian says.

Interested? You can reach out through their website or socials for a demo and see how simple it really is. Let Fabian know I sent you, and you will get 50% off your stand fee.

Visit www.thegiftfair.com or find them on Instagram @thegiftfair.uk