Prices
Print remains a powerful tool for businesses looking to stand out in busy, competitive spaces. From exhibitions and events to seasonal promotions and awareness campaigns, demand for well-considered print continues across the UK.
What is changing is how and when that demand appears. Businesses are planning earlier, moving faster and expecting clearer guidance from their suppliers. This creates an opportunity for print resellers who can anticipate needs, identify key moments and offer practical solutions at the right time.
This guide explores where those opportunities exist and how print resellers can act on them.
Exhibitions remain one of the most consistent sources of print demand in 2026. Businesses exhibiting are actively investing in visibility, often with fixed deadlines and clear commercial goals. For print resellers, this creates regular opportunities across multiple sectors throughout the year.
What makes exhibitions particularly valuable is intent. Exhibitors are already committed to showing up and standing out. They are not browsing for ideas but actively looking for solutions, which puts print at the centre of their planning. The opportunity lies in engaging early, before suppliers are locked in and budgets are fully allocated.
A practical starting point is reviewing exhibitor lists well in advance. Major venues such as ExCeL London, Olympia London and National Exhibition Centre regularly publish confirmed exhibitors weeks or even months ahead of each show. This gives resellers time to identify relevant brands and make contact while guidance is still welcome, rather than competing at the last minute.
Many exhibition venues also operate with preferred or recommended suppliers for print and graphics. While these suppliers offer convenience, they are rarely the most cost effective option, and exhibitors are not obliged to use them. This creates a clear opportunity for print resellers to step in.
By reaching out early, resellers can offer an alternative that combines expertise, flexibility and more competitive pricing. Helping exhibitors understand what is required, what is optional and where savings can be made positions you as a trusted advisor rather than just another supplier. For exhibitors working to tight budgets, this guidance can be just as valuable as the print itself.
Early outreach also allows resellers to remove pressure from the process. For example, spotting a first time exhibitor ahead of a trade show and offering clear advice around stand graphics, supporting print and delivery timelines can build confidence before the event rush begins.
When contacting multiple exhibitors across different events, efficiency matters. Using a structured approach helps save time while keeping messaging consistent and relevant. Tools like ChatGPT can support this process by helping draft first contact emails quickly, especially when personalising outreach at scale. Our article How print resellers can use ChatGPT explores practical ways to speed up lead contact without losing clarity or professionalism.
Exhibitions also offer scale beyond a single event. Many businesses exhibit several times across the year, creating the opportunity to turn one successful project into repeat work. With the right approach, exhibitions can become a dependable pipeline rather than a one-off win.
Printing trade events play a valuable role for resellers, even when they are not directly sales-focused. These events bring together printers, suppliers, resellers and industry partners, creating space for learning, conversation and a clearer view of where print is heading.
Rather than immediate lead generation, the real value lies in insight. Trade events offer the chance to see new products, finishes and applications up close, understand how the market is evolving and hear directly from peers facing similar challenges. This knowledge feeds into more confident, informed conversations with customers long after the event ends.
Networking is another key benefit. Conversations at printing trade events tend to be open and collaborative, making it easier to build relationships across the supply chain. These connections often lead to future partnerships, referrals or a stronger understanding of who to turn to when new opportunities arise.
Trade events also help resellers stay commercially relevant. Trends discussed on the show floor often reflect the questions customers will ask in the months ahead, whether around sustainability, personalisation or emerging print formats.
There are printing trade events taking place across the UK throughout the year, each with a different focus and audience. To help resellers decide which are most relevant, our article UK printing industry events rounds up the key shows worth having on your radar, making it easier to plan attendance and stay informed.
Major seasonal and cultural events create concentrated moments of demand that print resellers can plan for with confidence. These events continue to draw large audiences, increase local footfall and push businesses to compete for attention in a short window of time.
Large-scale events demonstrate the impact that footfall can have. The London Marathon, for example, typically attracts around 750,000 spectators across the route over race weekend. This scale is useful for illustrating the draw events can create, but opportunities do not need to be this large to be valuable.
Smaller regional races, festivals, markets and community events also bring noticeable increases in local activity. For businesses operating nearby, even a modest rise in footfall can justify investment in visible, timely print to stand out during the event period.
For print resellers, the opportunity lies in thinking locally and acting early. Businesses in and around event areas often need print to capitalise on increased activity, whether that is window posters, banners, pavement signage, menus, event-themed leaflets or short run promotional products designed specifically for the occasion.
Limited edition thinking also plays a role here. Short run print tied to a specific event or weekend creates urgency and encourages participation. These moments may be brief, but they are predictable and repeatable when planned for properly.
National awareness days and months provide print resellers with a steady, year-round source of opportunity. With awareness moments covering everything from charities and health causes to food, retail and professional sectors, there are few businesses that cannot find relevance in at least some of these dates.
The value of awareness-led campaigns lies in their predictability. These moments appear on the calendar every year, making them ideal for forward planning and structured outreach.
From a practical perspective, awareness days open the door to a wide range of print applications. Posters, leaflets, window graphics, stickers and short run promotional materials all help businesses show support, raise visibility and engage customers during these moments.
Helping customers focus on the awareness days that genuinely align with their brand keeps campaigns feeling considered rather than forced. Over time, this creates repeat activity and stronger relationships.
To help resellers navigate the calendar, our article National awareness days and celebrations highlights key dates and themes to plan around throughout the year.
Winning more work is only part of the picture. The real advantage comes from turning opportunity into something sustainable, without adding pressure or compromising value.
Planned activity around exhibitions, events and awareness moments creates a steadier flow of orders. This supports confident pricing, smoother timelines and better control as demand increases.
There is also added value in keeping print activity consistent. Working with WTTB means regular orders can unlock extra flexibility through our Rewards scheme, helping support future projects while keeping margins intact.
By thinking ahead and making the most of known opportunities, resellers can grow in a way that feels measured, profitable and built to last.
Confidence often comes from seeing and feeling print rather than talking about it. Physical sales tools play an important role in helping resellers move conversations forward, particularly at the early stages when customers may be unsure what they need.
Sample packs make it easier to showcase quality, finishes and formats without overwhelming the discussion. Whether shared in person or sent as a follow-up, they help customers understand what is possible and move conversations beyond price alone.
Product brochures support this by giving customers a clear view of range and application. They act as a useful reference during planning discussions and help keep conversations focused and productive.
Used together, samples and brochures become tools for guidance rather than sales materials. For a deeper look at how printed catalogues can support reseller conversations, our article Print catalogue for resellers. Your ultimate sales tool explores this in more detail.
Opportunity is not about chasing every enquiry as it appears. It is about recognising the moments where print matters most and being ready for them.
By planning ahead, engaging earlier and using the right tools, print resellers can move from reactive work to more confident, considered projects. This approach supports stronger relationships, smoother delivery and healthier growth across the year. With the right preparation, print resellers have the chance to build momentum, deepen partnerships and turn predictable moments into consistent success.
Posted on January 28, 2026 by Ben
Related topics:
