Trade Show Trends You Can’t Ignore This Year

Branded booths and engaging swag displays at a busy trade show floor.

Trade shows have long been a powerful marketing channel, but the expectations in 2025 are higher than ever. Brands can no longer rely on generic booths, gimmicky giveaways, and last-minute prep. With rising attendee expectations, increased competition, and a focus on sustainability, creating a successful trade show display presence requires thoughtful planning, immersive design, and meaningful branded merchandise.

Whether you’re exhibiting in Las Vegas, London, or anywhere in between, this blog breaks down the biggest trade show trends shaping the industry and how your company can stand out on the floor while increasing ROI and customer engagement.

1. Sustainability Moves Front and Center

From eco-conscious booth materials to sustainable swag, brands are making an intentional shift toward greener trade show strategies. Promotional merchandise made from organic cotton, bamboo, recycled polyester, and paper is in high demand. Swag items like reusable water bottles, tote bags, notebooks, and lip balm in recyclable packaging help brands show commitment to reducing their carbon footprint and supporting a circular economy.

More exhibitors are also eliminating plastic bags, using QR codes instead of paper handouts, and integrating zero-waste practices into their booth logistics. This shift supports both the planet and your brand’s reputation—attendees are far more likely to engage with businesses that align with their values.

2. Compact, Useful Swag Is In

Gone are the days of oversized boxes full of items attendees can’t carry. Brands are focusing on lightweight, packable swag that delivers everyday value without requiring a shipping pallet. High-performing trade show giveaways now include:

• Promo pens and styluses

• Flat-packed tote bags

• Custom lanyards

• Keychain bottle openers, sanitizers, or AirTags

• Branded stickers, USBs, or notebooks

These promo items are budget-friendly, align with branding goals, and are often easier to track for lead generation metrics.

3. Digital Engagement Is Expanding Booth Impact

While hybrid events and virtual trade shows may not fully replace in-person gatherings, they’ve permanently influenced attendee expectations. Brands are now integrating digital signage, interactive QR codes, and gamification tools into their physical spaces.

Some booths allow attendees to scan a code and instantly get access to product demos, personalized swag selections, or branded Spotify playlists. Others run contests that collect email addresses for newsletters, prize wheels, or offer exclusive content to drive continued engagement.

This shift also allows brands to collect important data like foot traffic heatmaps or analytics on what swag gets redeemed most.

4. DEI, Accessibility, and Customization Matter More Than Ever

Successful exhibitors in 2025 are thinking beyond mass production and one-size-fits-all swag. Instead, they’re embracing personalization and inclusivity:

• Offering a range of clothing sizes, colors, and fit styles

• Using imagery that reflects real-world diversity

• Providing multilingual signage and accessible booth pathways

Even something as simple as a branded shirt or hoodie in extended sizing sends a message of inclusion, improving overall customer experience and brand loyalty.

5. Booth Design and Layout = Brand Identity

A booth isn’t just a structure—it’s a living representation of your brand. The use of color, texture, and layout choices affects how your company is perceived. Modular booth systems with reusable components are on trend, especially those that allow for flexible space use, live demos, and private meeting zones.

Event marketing teams are using intentional design to support storytelling and create high-impact brand moments. In fact, many top-performing booths use branded promotional products as decor, lining shelves with sleek drinkware, displaying custom swag boxes, or offering branded textile giveaways like microfiber cloths or compact towels.

6. Follow-Up Is Just as Important as the Booth Itself

The best booths don’t just generate buzz; they generate business. That’s why follow-up is now built directly into trade show planning. Using tools like Salesforce, brands can automate timely outreach tied to product scans, booth visits, or promo redemptions.

Smart exhibitors also use promo codes, personalized landing pages, or swag-based thank-you kits to keep the connection going. A branded notebook in the mail two days after the show does more for your customer retention than any handshake at the booth.

Frequently Asked Questions

What is promotional merchandise?

Promotional merchandise includes custom-branded products used by businesses for marketing and outreach, such as pens, bags, water bottles, or shirts with your logo. It supports brand awareness, customer engagement, and sales.

Why use promotional merchandise?

It boosts your visibility, builds emotional connections, and serves as a tangible reminder of your brand, especially when used as part of your event marketing strategy.

Where can I buy promotional merchandise?

You can work with trusted promotional product distributors like HighVolve. Always ensure the supplier offers custom logo printing, eco options, and solid customer service.

What is the definition of promotional merchandise?

Promotional merchandise refers to items branded with a company’s logo, tagline, or messaging and distributed for free to build brand recognition, influence buying decisions, and create customer loyalty.

Who uses promotional merchandise?

Companies across industries use promo items—including tech startups, schools, retail brands, and nonprofits. From trade show booths to virtual events, promo is a trusted tool in any marketer’s kit.

What is another name for promotional merchandise?

You might also hear it referred to as branded merchandise, swag, promo items, or corporate promotional products.

How do I sell promotional merchandise effectively?

Understand your target audience, align product choices with your brand identity, and focus on quality over quantity. Data and feedback from past campaigns will help optimize what works.

Where can I buy promotional merchandise with my company logo in bulk?

High-volume buyers can work with wholesale promotional product suppliers who specialize in bulk pricing, logistics, and customization. Look for vendors who support screen printing, embroidery, and drop-shipping.

Final Thoughts

Trade shows in 2025 demand more than presence; they demand purpose. The most impactful booths will blend strategic design, digital experiences, and thoughtful promotional merchandise that reflects their brand values. From reusable bottles to inclusive clothing to gamified touchpoints, everything should be engineered for lasting brand impact.

If you're ready to build a booth that does more than just draw crowds, let’s talk. HighVolve specializes in helping brands plan and execute company swag strategies that elevate visibility and deliver real business value.