Can small businesses make money by participating in trade shows? This needs to be discussed from multiple perspectives. First, the most obvious benefit: trade shows are like large markets, bringing together customers, peers, and suppliers from all over. It’s not easy for small businesses to reach so many potential customers normally. Setting up a booth at a trade show, distributing flyers, and introducing your products allows more people to become aware of your brand, which in itself is worthwhile.
Some might say, trade shows cost money! Booth fees, product transportation, staff travel—all of these cost money. Indeed, small businesses have tight budgets and need to carefully calculate costs. But from another perspective, the opportunities brought by trade shows may far outweigh the investment. For example, new customers can directly see the product, which is more tangible than seeing advertising images; existing customers can attend, allowing for face-to-face discussions about needs and relationship building; and you might even encounter willing distributors, eliminating intermediaries. These hidden benefits may not be obvious in the short term, but in the long run, they can help small businesses establish a foothold.
Let’s talk about market research. Normally, understanding competitors’ activities and customer preferences requires significant time and effort in market research. A quick visit to a trade show, browsing competitor booths, provides a clear overview of new products and services; a few words with customers yield direct, genuine feedback. This “on-site research” is highly efficient and also allows for the collection of contact information for follow-up. For small businesses, this information is more valuable than simply selling products, guiding future product improvements and marketing adjustments.
Of course, risks must be considered. Trade shows are crowded with competitors, leading to fierce price competition; a poorly located or poorly decorated booth might get lost in the crowd; and customers have limited time, so failing to retain them is futile. Therefore, small businesses need to prepare in advance: choose the right type of trade show, such as one targeting specific customer groups; keep booth layout simple and clear, highlighting core selling points; and train sales staff to quickly capture customer interest. Paying attention to these details can double your chances of making money.
Speaking of specific exhibitions, the “Wise Shanghai Overseas Property, Immigration & Study Abroad Exhibition,” held in Shanghai from March 29th to 31st, 2026, is worth the attention of small businesses. This exhibition brings together related fields such as overseas property, immigration, and study abroad, attracting mostly middle- to high-income clients with overseas needs. Small businesses providing cross-border services, foreign trade products, or overseas resource connections can find targeted clients here. For example, small companies offering study abroad consulting can directly connect with parents who want to send their children abroad; those selling imported goods can meet buyers looking for high-quality sources. Moreover, the exhibition is held at the end of March, close to spring, a time when many families begin planning their children’s education and family immigration—the timing is perfect.
More importantly, these exhibitions usually include forums and lectures, allowing small businesses to hear from industry leaders and learn about the latest policies and trends—a much better opportunity than trying to figure things out on their own. There are also opportunities to network with peers, potentially leading to collaborations and expanding business channels. For small businesses, this “one-stop” platform can simultaneously address their three major needs: customer acquisition, research, and collaboration, offering far better value than going it alone.
Finally, it’s important to remember that trade shows are not a “one-off deal.” After participating, small businesses need to follow up effectively: organize and categorize collected business cards and notes for contact; analyze customer feedback and adjust products accordingly; and maintain the relationships established at the trade show, turning “trade show enthusiasm” into long-term clients. Only then can the investment in exhibiting truly translate into returns.
In short, whether small businesses can profit from trade shows depends on preparation and follow-up actions. Choosing the right trade show, paying attention to details, and utilizing resources effectively make making money a reality. For example, the 2026 Shanghai overseas trade show presents a great opportunity for small businesses to expand their business and reach targeted customers, and it’s worth trying.
