Therefore, only owners of shops or their representatives can attend. Some trade shows are open to the public for a brief period, however. Rather than offering merchandise in several broad categories, a trade show is organized around a specific category such as holiday wear, children's clothing, or gifts. As a result, buyers are exposed to great depth in the merchandise displayed. This is quite different from a fair, which offers breadth but may have little depth.
Wholesale buyers are serious buyers who represent many consumers.
They travel to trade shows from great distances, even across country. Therefore, this type of marketing event offers a wide channel of distribution and exposure to every product available in a specific industry. To maintain the integrity of a trade show, a promoter carefully regulates participation by vendors and attendees. Vendors are usually not allowed to sell items during the event. They attend trade shows to display merchandise and take orders only.