Merchandise World Delivers Record-Breaking January Show as UK Promotional Industry Kicks Off 2026 in Style

Coventry, January 2026 — Merchandise World, the UK promotional merchandise industry’s largest annual trade exhibition, has delivered its strongest January performance since before the pandemic, with record-breaking attendance on Day One and exceptional energy across the two-day event at the CBS Arena, Coventry.

The show welcomed 950 unique visitors on Day One, marking the highest Day One attendance ever recorded, followed by over 450 unique visitors on Day Two, with several hundred distributors attending across both days.

In total, thousands of high-value meetings took place as distributors and suppliers from across the UK, Ireland and overseas came together to reconnect, discover new products, and do business — all against the backdrop of a challenging wider UK economic climate.

Despite market headwinds, the atmosphere inside the exhibition hall was unmistakably positive.

Strong Visitor Quality and Growing International Reach

Merchandise World continues to attract senior decision-makers from across the industry, with visitors representing professional promotional merchandise distributor businesses from:

the UK and Ireland

mainland Europe

and the United States

International exhibitors accounted for approximately 20% of the show floor, offering distributors access to EU-based production and fulfilment options alongside innovative products not yet widely available in the UK market.

Exhibitor Growth and New Brands on Show

January 2026 saw 187 exhibitors take part — an increase on the previous year — including 23 brand-new first-time exhibitors, underlining the show’s continued relevance and commercial value.

From established industry leaders to emerging suppliers, exhibitors showcased new 2026 product ranges, with sustainability remaining a major theme throughout the hall.

Awards, Networking and Industry Celebration

The week culminated in the BPMA Awards Gala Evening, which was completely sold out, with 600 industry professionals coming together to celebrate excellence, innovation and achievement across the promotional merchandise sector.

From networking events and packed aisles during the day, to the glamour of the awards evening, Merchandise World once again demonstrated its unique ability to combine business, community and celebration under one roof.

Organiser Commentary

Show organiser Ella Long commented:

“To see Merchandise World achieve a Day One attendance record is incredibly rewarding. The energy across both days was outstanding — exhibitors were busy, visitors were engaged, and the feedback we’ve received has been overwhelmingly positive.”

“Our team works exceptionally hard to deliver an event that genuinely adds value, and it’s hugely encouraging to see the show continuing to grow in both scale and quality. My greatest satisfaction comes from watching real business being done and meaningful relationships being strengthened.”

“We’re already planning the next shows, and after the momentum of January, the bar has been set very high.”

Looking Ahead

Following the success of the January event, planning is now underway for the next editions of Merchandise World.

Dates for Your Diary

Sustainable Merchandise World – Wednesday 23rd September 2026 – Arena MK, Milton Keynes

Merchandise World – Wednesday 20th & Thursday 21st January 2027 – CBS Arena, Coventry