Organiser Hyve Group says it has listened to the needs of exhibitors and attendees in shortening the annual trade show by one day.

With input from over 3,500 exhibitors, buyers and partners, Spring Fair has announced that it will become a four-day show. The new show dates run from Sunday 6th – Wednesday 9th February 2022 at NEC Birmingham, and will include the introduction of late-night openings until 7.30pm on the Sunday and Monday.

Simon Lau, event director, Spring Fair, said: “After extensive research, analysis and collaboration with over 3,500 exhibitors, buyers and partners, we have taken the decision, which reflects industry opinion and buying behaviours, that Spring Fair will become a 4-day show. We have listened to our customers, who had overwhelming feedback that the show was a day too long. Buying behaviours have changed in recent years and visitors have communicated that they welcome a 4-day show, and that a more condensed few days with the same number of talks, demonstrations, and meetings would make it a more dynamic and action-packed event. We are also really pleased to introduce two late night openings. A trend common in retail already, the additional opportunities to trade will greatly benefit visitors attending for one day only.”

Sarah Ward, CEO, The Giftware Association commented: “We are thrilled to hear, and fully support the fact, that Spring Fair is evolving to a 4-day show from February. This change has been a long time coming, driven by collaboration and feedback from the community with the aim of delivering a better return on time and investment for both exhibitors and visitors alike. Spring Fair is still the largest and longest home and gift trade show in the UK, and I’m excited by the prospect of late-night shopping.”

Jeff Moody, commercial director, Bira (British Independent Retail Association) added: “Bira welcomes Spring Fair’s decision to change the length of the show from the usual five days to four days from February. Both retailers and exhibitors have asked for this so that they can better concentrate their time and resources into a focused four days. This is a great example of listening to what your customers want and delivering it – well done Spring Fair.”

With feedback from customers directly shaping the show’s priorities, initiatives being rolled out place even greater focus on newness and delivering improved Return on Investment and Return on Time. Four key destinations offer Gift, Home, Fashion and Sourcing, with Gift and Fashion set to be the largest gathering in Europe, providing a one stop shop for buyers to source the latest products. Curated Meetings will offer dedicated networking and facilitated, pre-approved and pre-booked meetings between exhibitors and buyers.

For further information please visit www.springfair.com.