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Mixed reactions to the fall Casual Market spark conversations about the future

Mixed reactions to the fall Casual Market spark conversations about the future

After speaking with exhibitors about the September edition of the Casual Market, it’s clear that many had different experiences. However, the once-cliche saying that “traffic was down but orders were up” is turning out to be true.

Chris Probst, president of Plank & Hide, said traffic was slow, especially on the top floors. Regardless, a lot of business was written and it allowed retailers to get quality time with the manufacturers in a relaxed setting. 

The retailers who did travel to Atlanta this fall were clearly there to buy. And averaging the percentages that several exhibitors provided to Casual News Now, the ratio of traffic between the markets was 80% to 20% for July to September, respectively. 

“We had two excellent July shows, but the last two Septembers were not big shows for us,” Probst explains. “The International Casual Furnishings Association did a wonderful job of setting up events for September, but I was disappointed in the traffic.”

Bew White, CEO of Summer Classics, said he expected there to be more traffic than there was, but overall the market was a success for the company. 

“I think the expectation level may have been set too high, but it was way better than September last year,” White says. “I also thought people would write orders right at the market, but they just didn’t have time. I wouldn’t say I was knocked out by the market, but I was satisfied. I did go up to the upper floors and they seemed much slower than our location on the second floor.”

Perry Catanese from Pelican Reef Group / Panama Jack Outdoor also said the market was slow overall, but the company’s presence on the temporary floor allowed them to reconnect with past customers and secure a few new accounts. However, he says the planning for the event could have been better. 

As Casual News Now spoke with retailers and manufacturers around the July market, many were not aware that September was intended to be a full Casual Market, and this may have caused confusion.

“The organizers could benefit from adopting a strategy similar to Chicago’s, where only permanent showrooms are open in July to drive more traffic to those floors,” he says. “In contrast, September should focus on the Casual Market, with both permanent and temporary showrooms open.”

This is a sentiment echoed by everyone we’ve spoken with. Most everyone expects next September to become “the” Casual Market with July returning to a premarket status. And that’s simply because of the way the industry has taken shape.

Big-box retailers tend to buy during the July premarket, but smaller independent stores often wait until September because they are too busy to leave their stores in the summer. 

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“I’ve had pretty strong feelings about this from the beginning,” says Mark Bottemiller, vice president of sales for Homecrest Outdoor Living. “We need a July market for the big guys, for the retailers who know where they are and have their buy planned out ahead of time. July is critical, but I prefer September as the main show. I’ve heard many valid arguments for the July show, but I think the balance tips to September when you look at the industry as a whole.”

Looking at the plans for the 2025 Casual Market on its website, the July show will feature more and bigger events. During the July 15-18 summer market, the events include:

  • ICFA Retailer Roundtable & Think Tank
  • Birthday Bash Kickoff Party
  • Outdoor Trends Tour
  • ICFA Awards Gala

In the fall, Sept 16-19:

  • ICFA Awards Reception
  • Outdoor Trends Tour
  • Braves & Brews outing to Truist Park

The lingering, million-dollar question in all of this is: If July is the main show and only 10%-20% of the industry attends the September show — which is not attached to the Atlanta gift and furniture show — how does September become worthwhile for everyone?

Exhibitors have told Casual News Now that they have already spoken with Andmore and the ICFA, and everyone is working together to figure out the best way forward.

View Comment (1)
  • “The organizers could benefit from adopting a strategy similar to Chicago’s, where only permanent showrooms are open in July to drive more traffic to those floors,” he says. “In contrast, September should focus on the Casual Market, with both permanent and temporary showrooms open.”

    I must respectfully disagree with this comment. I clearly recall attending two ICFA Early Buy shows before COVID, including one on the temporary 7th floor. Although the temporary space was smaller and had fewer exhibitors, it was still quite lively, and the temporary exhibitors attracted significant foot traffic.

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