The NSS draws more than 11,000 diverse buyers from all 50 states and 58 countries worldwide, attending to stock their shelves and assess the latest trends. They represent stationery card and gift shops; bookstores; bridal shops; party stores; gourmet grocers; toy stores; pharmacies; attractions, hotel, hospital and airport gift shops; department, chain and specialty stores; large chains and ﾓbig boxﾔ mass retailers; online retailers and mail-order catalogs. The show also attracts importers and distributors, licensors, special-event planners and corporate marketers.
Until recently, the opportunity to have a celebrity attend an event, attach themselves to a name-brand or endorse a certain product or idea was untouchable. The thought of paying a person to promote a product was seen as something only Fortune 500 companies could afford. Social media has changed all that with brands and businesses utilizing celebrity influencers to connect directly with their demographics and increase sales and profits.