The autumn-eve installment of the United Kingdom’s largest promotional products trade show drew hundreds of distributors eager to prep for the fast-approaching holiday season sales rush, according to organizers.

Held at the Marshall Arena in Milton Keynes, England on Sept. 11, Merchandise World featured nearly 110 exhibiting suppliers, who shared their latest offerings with distributors that flocked to the show from across the United Kingdom and Ireland. Some industry professionals from continental European countries hopped over the channel for a visit as well.

Merchandise World occurred Sept. 11 at the Marshall Arena in Milton Keynes, drawing distributors from throughout the United Kingdome and Ireland.

“We were delighted to again put on such a successful show,” said Ella Long, Merchandise World’s lead organizer and operations director at Sourcing City, an ASI partner, co-founding member of international promo partnership PromoAlliance and trade service organization that provides a suite of solutions for the U.K. promo market.

Merchandise World occurs twice annually. The January version of the event is the larger incarnation of the two, but the September show still generates strong interest among U.K. promo pros, serving as an industrywide launching board into the gifting season.

Organizers said that some 200 distributor companies, including the biggest in the U.K. market, attended the Sept. 11 Merchandise World. On average, about two people per distributorship were at the show.

Distributors and suppliers were able to foster relationships and discuss upcoming opportunities at the show.

David Long, CEO of Sourcing City, which puts on the show in conjunction with the trade organization British Promotional Merchandise Association, said that a phenomenon that pervaded the show floor was the continued intense focus on sustainability.

Indeed, suppliers showcased a broad range of products with eco-friendly backstories, including items made from sustainable materials and in a manner that seeks to minimize impact on the planet. The “Eco World” exhibit area showcased some of the top green selections and proved popular with attendees.

“It’s clear that many exhibitors now have a focus on environmentally friendly products, which was demonstrated by the new products presented,” David Long said.

Nearly
$2.02 Billion
Annual promo distributor sales in the United Kingdom in 2023.(ASI Research)

ASI Research conducts a large study annually on the European promotional products market. This year’s study showed that distributor sales in the United Kingdom in 2023 were nearly $2.02 billion, a slight uptick from 2022. It’s an open question whether distributors will exceed last year’s tally in 2024, given certain headwinds the market is facing.

David Long told ASI Media that across the industry business has been “steady” so far but noted that government at the national level has made what he described as unpopular cuts in a stated effort to redress the United Kingdom’s finances. The government’s budget is due out next month, another variable causing uncertainty among businesses in the U.K. All that has contributed to a lack of confidence among B2B buyers, which can inhibit promo sales.

“Turbulent times may be ahead until confidence in the U.K. economy returns,” David Long said.

Still, that wasn’t stopping distributors in the market from forging forward. The energy was palpable at Merchandise World, as suppliers and distributors were keen to collaborate to capitalize on every opportunity in the final months of 2024.

“As always,” David Long said, “the industry remains optimistic.”