Product Hub February 10, 2026
Top 10 Largest U.S. Trade Shows (and the Promo Attendees Love)
We ranked the largest trade shows by attendance, sharing insights on what each of these audiences are looking for out of their branded merch.
Key Takeaways
• Across the biggest shows, attendees gravitate toward promotional products that solve real problems in their workday – tools, drinkware, tech accessories and durable apparel consistently outperform gimmicks.
• Well-made, industry-appropriate items are worn, used or kept long after the show ends, turning high-attendance events into long-term brand exposure rather than one-time impressions.
Walk any major trade show floor, and the pattern becomes obvious: the bigger the crowd, the less patience there is for bad promo. This list looks at the largest U.S. trade shows, ranked by total attendance, to show where promotional products face the most real-world scrutiny. At these events, distributors’ clients deal with volume, speed and highly conditioned audiences. Knowing which shows draw the most people – and how those audiences behave – helps brands move beyond generic giveaways and create branded merch that actually leaves the building.
1. National Farm Machinery Show
Kentucky Exposition Center (Louisville, KY)
Feb. 11 to 14, 2026
2025 Stats: 300,000 attendees | 800 exhibitors | 1.2 million square feet
The National Farm Machinery Show attracts farmers, equipment dealers and ag professionals who spend full days walking the floor comparing machinery, attachments and parts. Attendees tend to be practical and selective, and promotional products reflect that mindset. Common giveaways include embroidered caps, insulated tumblers, heavy-duty tote bags, flashlights, tape measures and branded notebooks. Apparel performs best when it’s functional and durable rather than fashion-driven. Items that can live in a truck, shop or barn are more likely to be kept. Lightweight novelty items are often ignored in favor of products that feel useful in daily work.
Insulated tumbler with double-wall construction (ARD066S) from SC Promo (asi/87101)
2. SEMA (Specialty Equipment Market Association) Show
Las Vegas Convention Center (Las Vegas, NV)
Nov. 3 to 6, 2026
2025 Stats: 153,000 attendees | 2,300+ exhibitors | 4.6 million square feet
The SEMA Show represents the automotive aftermarket industry, drawing manufacturers, retailers, installers and media focused on vehicle customization, performance parts and accessories. Attendees range from shop owners and buyers to brand marketers and car culture influencers. When it comes to giveaways, hats, hoodies, jackets, patches, decals, stickers and branded apparel dominate, often tied to specific vehicle builds or product launches. Design quality matters – clean graphics and strong branding outperform generic logos. Smaller accessories like keychains, air fresheners and license plate frames are common. Limited-run items and high-quality wearables are frequently worn onsite and taken home, extending brand visibility well beyond the show.
ACE trucker cap (250-T) from King Cap (asi/58760)
3. CES
Las Vegas Convention Center (Las Vegas, NV)
Jan. 6 to 9, 2027
2025 Stats: 143,000 attendees | 4,500+ exhibitors | 2.6 million+ square feet
CES represents the global consumer technology and electronics industry, bringing together major tech manufacturers, startups, component suppliers, media, retailers and investors. Attendees include product executives, engineers, buyers, press and analysts evaluating new hardware, software and emerging technologies. The show spans everything from consumer devices and smart home products to automotive tech and AI. Promotional products that perform best are compact and practical. Think charging cables, power banks, wireless chargers, laptop sleeves and phone accessories.
Ultra slim power bank (AP-PB381-D) from Athena Promo (asi/37218)
4. World Ag Expo
International Agri-Center (Tulare, CA )
Feb. 10 to 12, 2026
2025 Stats: 100,000 attendees | 1,274 exhibitors | 2.6 million square feet
As the world’s largest outdoor agricultural trade show, World Ag Expo places unique demands on attendees, who spend hours walking through open fields in sun, wind and dust. Promotional products that acknowledge those conditions perform best. Caps, sunglasses, sunscreen, insulated water bottles, durable tote bags and lightweight outerwear are commonly distributed. Comfort and durability matter more than aesthetics. Durable, field-tested items – insulated drinkware, headwear and work-ready gear – feel natural here. Brands that offer products designed for outdoor use tend to see higher retention and stronger associations with real-world agricultural work.
Windproof neck gaiter (XKP0568) from Deep Sky Promos (asi/48949)
5. IBS (International Builders Show)
Orange County Convention Center (Orlando, FL)
Feb. 17 to 19, 2026
2025 Stats: 94,000 attendees | 1,800+ exhibitors | 728,000+ square feet
IBS attracts builders, remodelers, contractors and suppliers evaluating products for residential construction and renovation. Attendees split time between education sessions and hands-on product demonstrations. Promotional products are typically practical and jobsite-adjacent. Tape measures, utility knives, branded notebooks, laser pointers, insulated mugs, work gloves and caps are common. Apparel performs well when designs are clean and professional. Items that feel useful in a truck, on a jobsite or in an office setting tend to be kept, while decorative or novelty items see less engagement.
Tape measure (EYLY119) from Flyer Sourcing Inc. (asi/54871)
6. IMTS (International Manufacturing Technology Show)
McCormick Place Convention Center (Chicago, IL)
Sept. 14 to 16, 2026
2024 Stats: 89,000 attendees | 1,737 exhibitors | 1.2 million+ square feet
IMTS represents the advanced manufacturing and industrial production industry, bringing together machine tool builders, automation providers, software companies and industrial suppliers. Attendees include manufacturing engineers, plant managers, operations leaders and procurement teams evaluating capital equipment and production systems. Purchasing cycles are long, and credibility matters. Promotional products tend to be conservative and quality-driven. Common categories include premium notebooks, metal or machined pens, desk tools, insulated drinkware, technical reference pads and understated apparel.
Adjustable phone stand (CA6279) from Uniprint Inc. (asi/92491)
7. NRA Annual Meetings & Exhibits
George R. Brown Convention Center (Houston, TX)
April 16 to 19, 2026
2025 Stats: 70,000+ attendees | 600+ exhibitors | 600,000+ square feet
The NRA Annual Meetings represent the firearms, shooting sports and outdoor lifestyle industry, bringing together manufacturers, distributors, retailers and consumers. Attendees include firearm owners, hunters, sport shooters, collectors and brand loyalists, alongside media and industry professionals. The audience is values-driven and highly brand-affiliated. Promotional products that perform best are wearables and gear: caps, patches, hoodies, range bags, drinkware, multi-tools and outdoor accessories. Event-specific or limited-edition items are common and often collected.
Tactical gun range bag (GL3070) from Marketing Gifts (asi/68835)
8. Natural Products Expo West
Anaheim Convention Center (Anaheim, CA)
March 3 to 6, 2026
2025 Stats: 64,000+ attendees | 3,000+ exhibitors | 1.8 million square feet
Natural Products Expo West serves the natural, organic, health and wellness consumer goods industry, attracting brands, retailers, distributors and buyers focused on food, beverage, supplements and personal care. Attendees include category buyers, brand founders, sales teams and media. Promotional products are closely scrutinized for materials and sourcing. Common categories include reusable tote bags, stainless-steel water bottles, certified organic cotton apparel, bamboo or wood items, refillable notebooks and low-waste packaging. Items perceived as disposable or plastic-heavy are often avoided. Products that align clearly with sustainability values are more likely to be accepted and reused.
FEED organic cotton tote (9009-16) from PCNA (asi/66887)
9. The NAMM Show
Anaheim Convention Center (Anaheim, CA)
Jan. 26 to 30, 2027
2025 Stats: 63,000+ attendees | 1,850+ exhibitors | 1.8 million square feet
The NAMM Show represents the music products and audio technology industry, covering instruments, pro audio, recording equipment and music software. Attendees include musicians, producers, retailers, educators, manufacturers and media. The show blends business with creative culture. Promotional products skew expressive and music-adjacent, with popular categories including guitar picks, instrument accessories, cables, stickers, patches, tote bags, hats and branded apparel. Design originality matters, and attendees respond well to items that feel creative rather than corporate. Products that integrate naturally into rehearsals, studios or live performance settings tend to see extended use.
Recycled vinyl record notebook (RECJRNLLG) from Record Remix (asi/93934)
10. AAPEX (Automotive Aftermarket Products Expo)
The Venetian Expo (Las Vegas, NV)
Nov. 3 to 6, 2026
2025 Stats: 45,000 attendees | 2,600 exhibitors | 560,000 square feet
AAPEX draws automotive aftermarket manufacturers, distributors, installers and retailers focused on parts, tools and service efficiency. The atmosphere is practical and business-driven, and promotional products follow suit. Common giveaways include work gloves, shop towels, magnetic trays, tire gauges, insulated drinkware and branded caps. Apparel performs well when it’s simple and work-appropriate. Attendees value items that feel relevant to a garage, service bay or work truck. Gimmicks tend to be overlooked, while tools and accessories that can be used on the job are more likely to see long-term use.
Digital display tire pressure gauge keychain (EN3828) from Core Gifts Promo (asi/46671)
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