4 Ways I Approached The Wholesale Show Season as a Virtual Buyer

Wholesale trade shows are one of the most exciting and overwhelming events of the year for anyone in the retail industry. Whether it's the Faire Tradeshow, NY NOW, or Shoppe Object, these events serve as an endless source of inspiration while also being a practical opportunity to stock up on inventory for the months ahead.

In my last couple years running my shops, I took on a new challenge: attending these shows entirely virtually. As a buyer for my gift shop, navigating the virtual space had its quirks, but I discovered a few strategies that helped me make the most of it.

Here's how I approached these seasonal wholesale shows as a virtual buyer.

1. Stocking Up on Best-Selling SKUs

First things first, I prioritized stocking up on the staples. Every shop has its hero products—those top-sellers that fly off the shelves all year long. For us, it might be beautifully designed greeting cards or charming vinyl stickers that customers just can’t seem to get enough of.

By focusing on replenishing these high-performing SKUs, I could ensure we were ready for high sell-through in Q1 and Q2.

I also reviewed past performance reports to anticipate which products customers would want more of after the holidays, such as thoughtful small gifts for Valentine's Day or practical planners for their fresh starts.

2. Scheduling Deliveries for Seasonal Resets

One of the unique advantages of wholesale shows is the ability to plan ahead for seasonal demand. For me, this meant identifying products that would align with upcoming holidays and spring resets.

For example:

• Easter: Pastel tones, playful decorations, and family-friendly gifts.
• Mother’s Day: Elegant, heartfelt items like candles and stationery with botanical designs.

During the shows, I scheduled staggered deliveries for these holidays to avoid overwhelming inventory storage while ensuring timely arrivals ahead of seasonal merchandising updates. Planning ahead made me feel in control of our inventory flow, even while working remotely.

3. Browsing for New Inventory to Complement Our Goals

While replenishing best-sellers is a must, the allure of wholesale shows lies in discovering fresh, exciting products. As part of my virtual experience, I browsed booths and catalogs, searching for items that would complement existing inventory and align with our goals for the year.

I kept a few questions in mind while exploring:

• Does this product align with our brand story and values?
• Will it resonate with our core customer base?
• Can it diversify or elevate our current mix?

For instance, I discovered a line of small-batch salts that perfectly aligned with our goal of highlighting handmade, sustainable goods.

Similarly, unique wood ornaments became unexpected (and beloved!) additions to a seasonal collection.

Pro tip for virtual buyers: Bookmark and revisit. With so much to explore, I found it helpful to bookmark promising finds, revisit them after a day or two, and evaluate them through my strategic goals.

4. Leaning on My Budget Spreadsheet

Ah, my trusty budget spreadsheet—my best friend and worst enemy during these wholesale shows. If you've been a buyer, you know the struggle of wanting everything but needing to stay within budget.

Every time I fell in love with "just one more" adorable (and slightly unnecessary) product, I forced myself to open my spreadsheet. It helped me keep spending aligned with our revenue forecasts and avoid over-ordering.

I learned to ask myself tough questions, like:

• Will this item justify its place on our shelves?
• Does it hit my markup goals?

The hardest part of the buying process was saying no. Sometimes, no is necessary to avoid cluttering shelves with items that may not perform. But trust me, there’s always next season—and keeping a detailed wishlist for the future is just as satisfying.

The Real Challenge as a Virtual Buyer

Transitioning to virtual wholesale shows comes with unique challenges, especially when you lose the tactile, in-person experience of seeing and feeling products. But with a strategy in place and tools like digital catalogs, video demonstrations, and post-show follow-ups with vendors, it’s possible to replicate much of the magic of being there in person.

Ultimately, being a virtual buyer sharpened my skills in prioritizing, planning, and purchasing with intention. And as much as I missed walking the floor and chatting face-to-face with vendors, I found the virtual format offered some unexpected benefits—like being able to revisit presentations long after the show ended.

Regardless of whether you're shopping virtually or in person, wholesale shows are about more than just adding products to your shelves.

They're an opportunity to refresh your store's vision, delight your customers, and build partnerships with like-minded suppliers. If you're ready to take your buying game to the next level, I highly recommend giving these seasonal shows a shot, and remember—the hardest (but most rewarding) part is deciding what not to buy. 😉