Trade Show Statistics: Market Report & Data

Highlights: The Most Important Trade Show Statistics

  • In 2017, 1.28 million companies exhibited at B2B trade shows.
  • Trade shows have the highest ROI of any advertising medium (5.6) after customer referrals (7.8).
  • 77% of executive decision makers found at least one new supplier at the last show they attended.

Table of Contents

As the world of business becomes increasingly competitive, trade shows have emerged as a crucial platform for companies to showcase their products, network with industry professionals, and gain valuable insights into their market. Accurate trade show statistics can enhance strategic planning and ensure a profitable return on investment. This blog post will delve into the fascinating world of trade show statistics, exploring key aspects such as attendee behavior, financial implications, marketing effectiveness, and the future trends in this dynamic business arena.

The Latest Trade Show Statistics Unveiled

In 2017, 1.28 million companies exhibited at B2B trade shows.

The statistic, ‘In 2017, 1.28 million companies showcased their offerings at B2B trade shows’, serves as the pulsating heart of the dynamic trade show industry. It adorns the blog post on trade show statistics with an invigorating fact, vividly illustrating the epic scale of corporate involvement in such events. It not only magnifies the immense allure such expos hold, but also underlines their critical importance as B2B interaction hotspots, networking stages, and opportunities for businesses to brandish their products or services.

Trade shows have the highest ROI of any advertising medium (5.6) after customer referrals (7.8).

Highlighting the impressive return on investment (ROI) from trade shows, this statistic underscores how they outperform many other advertising options, coming second only to customer referrals. Faucet into such valuable data transforms a blog post about trade shows into a compelling narrative, providing a solid, quantifiable argument for the potency of this marketing tactic. Hence, it serves as a beacon for businesses considering different marketing strategies, navigating them towards a significantly profit-driven choice in trade shows, further enriching the tapestry of the post’s argument by mapping the landscape of the advertising world with sturdy, numerical markers.

77% of executive decision makers found at least one new supplier at the last show they attended.

Unveiling the power of trade shows with concrete data, it’s been uncovered that an impressive 77% of executive decision-makers have identified a new supplier at their most recent exhibition. This compelling statistic emphasizes the potential these events hold for businesses to expand their supply chain, discover fresh avenues of sourcing and seize opportunities for fostering beneficial partnerships. Thus, trade shows go beyond being conventional networking events; they become sites that secretly harbor innumerable possibilities for growth, underlining their unmatched value in the realm of business marketing strategy.


To sum up, the statistics related to trade shows highlight their undiminished importance in successfully promoting businesses. The numbers reveal how such events can effectively increase brand visibility, generate valuable leads, streamline networking, and improve sales performance. Trade shows are not just an opportunity for interaction but also an influential platform for companies to showcase their potential. Thus, leveraging these statistics and understanding the intense competition can help businesses stand out and make an optimal impact in these events.


0. –

1. –

2. –


What is the primary purpose of a trade show?

The primary purpose of a trade show is to bring together members of a particular industry to display, demonstrate, and discuss their latest products and services. It's a platform for companies to engage in business-to-business interactions, learn about recent market trends, and gain competitor insights.

What are the statistics regarding the effectiveness of trade shows for lead generation?

According to a study by the Center for Exhibition Industry Research (CEIR), 81% of trade show attendees have buying authority, which means more than 4 out of 5 people walking the aisles are potential customers for exhibitors. Also, the same study found that it takes an average of 4.5 sales calls to close a sale without an exhibition lead, and only 3.5 sales calls with a leads originated from a trade show.

How many trade shows are held annually?

This largely depends on the region and industry. For instance, in the United States alone, there are approximately 13,000 trade shows each year. Globally, tens of thousands of trade shows span across many sectors, from technology to hospitality to fashion and more.

Useful tips for maximizing return on investment (ROI) in trade shows?

To maximize ROI, companies should effectively plan their trade show appearances by setting clear objectives, choosing the right show for their product, having a well-designed booth, and conducting focused, assertive outreach during the show. Post-show follow up is also crucial to convert leads into business.

What are the COVID-19 impacts on trade shows?

The COVID-19 pandemic has significantly affected trade shows, with many being cancelled or postponed, and others moving to a digital format. This shift has emphasized the importance of virtual platforms and digital marketing skills. Despite these challenges, the essential role of trade shows in entrepreneurial business development and innovation remains the same.

How we write our statistic reports:

We have not conducted any studies ourselves. Our article provides a summary of all the statistics and studies available at the time of writing. We are solely presenting a summary, not expressing our own opinion. We have collected all statistics within our internal database. In some cases, we use Artificial Intelligence for formulating the statistics. The articles are updated regularly.

See our Editorial Process.

Table of Contents