If you’ve planned a trade show recently, you know how quickly costs add up. From booth space to shipping and labor, budgets are being stretched in more directions than ever. A recent EXHIBITOR Magazine survey of nearly 200 event marketers confirms what many in the industry are experiencing: priorities are shifting, costs are rising, and proving ROI has never been more critical.

Understanding where exhibiting dollars go and how to make them work smarter is key to maximizing impact in today’s competitive landscape.

Key Trends in Trade Show Spending

The survey highlights several notable patterns in how exhibitors are allocating their budgets:

• Booth Space Remains a Major Investment (23%)
  Nearly a quarter of budgets go to booth space, but bigger isn’t always better. Thoughtful design and strategic layouts can outperform sheer size, creating more meaningful engagement with attendees.

• Show Services Are Increasingly Costly (18%)
  From internet and utilities to labor, service costs are climbing. Efficient planning and smart logistics are essential to avoid surprises and ensure budgets are maximized.

• Exhibit Design & Construction Drives Brand Perception (16%)
  Design continues to be a critical factor in how brands are perceived. Modular and flexible approaches allow exhibitors to create high-impact experiences without overspending.

• Measurement Remains Underfunded (2%)
  Despite the emphasis on ROI, very few budgets are allocated to tracking results. Incorporating even modest measurement practices—lead capture, dwell time analysis, and post-show surveys—can provide actionable insights for future events.

Strategic Takeaways for Event Marketers

1. Prioritize Storytelling Over Square Footage
   The most effective booths focus on engaging attendees with clear messaging and immersive experiences rather than relying solely on size.

2. Plan for Rising Costs
   Understanding where budgets are going—especially toward services and logistics—helps marketers allocate resources efficiently and avoid surprises.

3. Invest in Measurement
   Even a small portion of budget devoted to tracking engagement can generate insights that improve ROI and inform future strategy.

4. Extend Engagement Beyond the Show Floor
   Elements from trade show booths can often be repurposed into permanent branded displays in lobbies, museums, or other environments, maximizing the life and impact of your investment.

The EXHIBITOR Magazine Budget Breakdown underscores a critical truth: every percentage point matters. Marketers who balance space, design, services, and measurement can make smarter decisions, create meaningful attendee experiences, and achieve stronger results. In a shifting landscape, strategic thinking not just bigger budgets drives success.

 At Steel City Displays, we help brands turn these challenges into opportunities. Our expertise in booth design and construction ensures every dollar works harder, delivering memorable, high-impact experiences. By partnering with us, brands can maximize booth design, control rising costs, prioritize measurement, and extend the value of every exhibiting dollar on the show floor and beyond.q