Rin Musick, a 10-year adult retail veteran and brand ambassador for Sportsheets, published an article on October 29, 2026, offering retailers strategies to maximize the value of trade show attendance, particularly during periods of slower sales. The article highlights the evolving trade show landscape, noting the absence of ANME and the emergence of new events like a second Altitude Intimates event in Las Vegas and a new XBIZ Retreat in Canada.

Strategic Trade Show Engagement

Musick's article, titled "Retailer Tips for Making Trade Show Travel Pay Off," suggests that slower sales periods can be opportune times for retailers to attend trade shows. During busy periods, retailers are often focused on daily operations such as helping customers, managing staff, updating displays, and fulfilling orders. A slower season, however, provides time to consider broader business strategies and future growth.

Trade shows offer retailers opportunities to discover new products, meet vendors, learn about emerging trends, gather merchandising ideas, and hear from other retailers about successful strategies. These events also serve as a reminder of participation in a larger industry that shares common challenges.

The changing trade show environment makes strategic decision-making about travel expenses even more critical. With ANME no longer returning, an event that was a long-standing fixture for many retailers is absent. However, new opportunities are developing, including an additional Altitude Intimates event in Las Vegas and a new XBIZ Retreat in Canada. Distributor-hosted regional events, often within driving distance, can also provide accessible ways for retailers to stay connected and find new opportunities.

Musick advises retailers to clarify their objectives before attending an event. If the goal is to find fresh merchandising ideas, an event with a broad vendor mix and opportunities to see products in person would be suitable. For expanding a specific category, shows featuring relevant manufacturers and specialists should be prioritized. If education is the primary goal, reviewing the seminar and training schedule is important. Other potential goals include finding products to refresh shelves, identifying underserved brands, negotiating better terms with existing vendors, or meeting sales representatives known only through email. Documenting these goals before booking travel can help determine if an event is a worthwhile investment.

Maximizing Value and Budget Considerations

The attendee and exhibitor mix is a crucial factor. A show might attract thousands of people but still not be a good fit for a particular store. Retailers should review exhibitor lists to assess whether participating companies align with desired growth categories. Looking for emerging brands, existing vendors, and service providers that can address current business challenges is also recommended.

Event format also plays a role. Large shows can facilitate discovery due to the wide variety of products and a broader sense of industry direction. Smaller and regional events may allow more time for substantive conversations and relationship-building. Retreat-style events offer another setting for connecting with vendors and store owners without the fast pace of a large convention.

Virtual attendance is another consideration, especially if travel costs or staffing make in-person attendance impractical. Retailers can check if shows offer online education, digital meetings, product presentations, or other remote opportunities. Virtual participation can provide education, product discovery, and vendor access without the expenses of airfare, hotels, and meals.

For many retailers, a hybrid strategy may be most effective: selecting one or two events for high-impact in-person attendance, utilizing easier-to-attend regional shows, and leveraging virtual opportunities throughout the year.

Preparation is key regardless of the chosen format. Retailers should analyze sales data before an event to identify emerging categories, fast-moving products, and items occupying valuable shelf space, then use the show to find solutions. Discussions with vendors can cover what is selling in other markets, products that drive repeat purchases, and training for customer product understanding. For category growth, retailers can discuss assortment strategies for similar customer bases. If margins are a concern, inquiries about volume opportunities and product mix are relevant.

Musick emphasizes the importance of talking to other retailers, as they may have already solved problems or developed useful approaches to staff training, merchandising, customer engagement, or social media that could be adapted. These conversations can be as valuable as product discoveries.

Trade shows also provide an opportunity to strengthen existing vendor relationships. Scheduling appointments before the event, rather than relying on chance encounters, can facilitate face-to-face discussions that are more difficult via email, covering what is working, what is missing, and necessary partnership support.

Budget considerations remain important, including airfare, hotels, meals, transportation, registration, and the opportunity cost of being away from the store. However, Musick advises measuring return beyond immediate purchase orders. New merchandising ideas, staff training opportunities, stronger vendor relationships, industry knowledge, and new promotional concepts can yield benefits long after the event concludes.

As the industry calendar changes, retailers have the opportunity to be more selective about their attendance. Choosing events that align with goals, customer base, and business direction is crucial. Major shows should be attended when the experience and relationships justify the investment, regional events when they offer a strong return with less travel, and virtual participation when objectives can be met remotely.

Rin Musick, an adult retail veteran with 10 years of experience in various store positions from sales associate to general manager, serves as a brand ambassador for Sportsheets. Musick focuses on end-user satisfaction and promoting Sportsheets' innovations in connecting romantic partners.

Key Facts

  • Rin Musick published "Retailer Tips for Making Trade Show Travel Pay Off" on October 29, 2026.
  • The article advises retailers on maximizing trade show value, especially during slower sales periods.
  • ANME is no longer returning as an industry event.
  • New opportunities include a second Altitude Intimates event in Las Vegas and a new XBIZ Retreat in Canada.
  • Retailers are encouraged to clarify goals, review exhibitor lists, and consider event formats (large, regional, retreat-style, virtual).
  • Rin Musick is a 10-year adult retail veteran and a brand ambassador for Sportsheets.