The Go Local Ball and Winter Trade Show is one of the most anticipated events in the wholesale and convenience calendar. Designed as a combined trade and celebration event, Parfetts set out to create a day that would recognise and reward retailers and suppliers, while also driving meaningful commercial value through exclusive, event only deals. The brief was clear. Elevate the scale and experience of the trade show, maximise revenue opportunities and deliver a standout awards evening that celebrated the very best of the sector.
Planning for impact: scaling up the experience
From the outset, our team worked closely with Parfetts to scope an event that felt bigger, sharper and more immersive than previous years. The trade show floor was reimagined to accommodate a larger supplier presence, clearer zoning and the introduction of a dedicated own brand area to elevate Parfetts’ own offering. We also planned new engagement sessions to give retailers direct access to suppliers, creating space for meaningful conversations around brand plans and innovations for 2026.
XSEM always go above and beyond to ensure all aspects of the event are delivered flawlessly. Their levels of service, creativity and professionalism are incredibly high, and each year they raise the bar further to ensure we continue to reach new heights.
They do all of this with a great sense of humour and are an essential part of the team delivering the event. We couldn’t do it without them.
The daytime trade show was busy, energetic and commercially focused, with retailers taking full advantage of event only deals across key seasonal lines. Engagement sessions were well attended and gave suppliers a platform to share future plans and upcoming launches. The now famous cocktail masterclass added a lighter, experiential element that proved hugely popular.
The Go Local Ball itself was the highlight of the day. The awards ceremony delivered well deserved recognition for retailers and suppliers, while the charity auction became a standout moment. Using a new digital auction platform for the first time, bids were displayed across four screens around the venue, creating excitement and healthy competition as the live leaderboard updated in real time. The evening closed with entertainment, music, food and drinks, reinforcing the sense of celebration that defines the event.
Raising the bar
The Go Local Ball and Winter Trade Show exceeded expectations. Record breaking deal values delivered strong commercial results, while the charity auction raised £20,000, the highest total to date. The introduction of new features such as the live auction technology and own brand stand area helped futureproof the event and set a new benchmark for the years ahead. Most importantly, the event successfully brought the wholesale and convenience community together to celebrate success and look ahead to what is next for the sector.
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