NY NOW is back in buyers’ carts. The biannual event is returning to the Javits Center Feb. 1-3 for its Winter Market, where thousands of retail buyers will browse, sample and stock up on the latest in gifts, home decor, beauty, apparel—and industry connections.
With more than a century of retail cred behind it, NY NOW has seen plenty of makeovers. The show first opened its doors as the American Gift Show in 1922, later rebranded as the New York International Gift Fair, and finally emerged as NY NOW in 2013. Since then, the Javits Center has been its home base.
Earlier this month, the show unveiled its Winter Market exhibitor lineup. And it’s stocked wall to wall with homemade skincare, sustainable makeup, female-founded jewelry brands, craveable snacks and plenty more impulse-worthy finds.
“There are well over 500-plus brands represented at NY NOW this Winter, and even more if you count the individual companies within the multi-line showroom spaces,” Group Show Director Matthew Mathiasen told Vendelux.
These days, Mathiasen’s secret sauce doesn’t include supersizing the show. Rather, his goals include balancing the basket, aka ensuring the right mix of exhibitors and buyers on-site. It’s become the priority as the event has matured, particularly under Emerald Expositions, which acquired NY NOW-parent Bulletin in 2022.
“We’ve focused much more on curation,” Mathiasen said of the upcoming event. Even so, he noted that attendance for NY NOW’s 2026 Winter Market is “currently pacing ahead of where we left off in 2025,” though he stopped short of sharing projections. Still, the stronger pace has prompted an increase in exhibitor count too.
Shoppers headed to the Big Apple next month will notice a lot of newness on the 2026 floorplan, including a show-in-show called *Noted, courtesy of the Greeting Card Association (GCA). Running throughout the entirety of NY NOW, *Noted will feature more than 60 GCA member stationery brands showcasing their card designs directly on the show floor. *Noted will also include a slate of activations and a dedicated networking space designed to spark collaboration across the category.
Leaning further into niche discovery, NY NOW will debut its first-ever Tasting Pavillion, where 10 emerging food and beverage brands will serve up daily samples, according to Mathiasen. It’s buyers’ opportunity to get a literal taste of what’s next.
Another newcomer is The Promenade, which “will feature design-focused brands, paying homage to former show areas we had over 10 years ago,” per Mathiasen. Meanwhile, the brand-new Gallery will spotlight 15-plus luxury home and gift brands. It’s a zone where, as Mathiasen put it, “the most discerning buyers will certainly make their first stop.”
Despite the addition of specialty zones, NY NOW’s overall footprint remains comparable to last year. The new layout, however, reflects the event’s broader strategy to prioritize “quality attendees.” It’s a direction Emerald has also helped sharpen since stepping in nearly four years ago.
“For most of our history, NY NOW was a twice-yearly event,” Mathiasen said. “Those were really the only times we connected makers and buyers during the year,” he added, emphasizing that networking opportunities were “exclusively in-person.”
“Emerald’s acquisition of Bulletin helped us become much more than two moments in time,” Mathiasen said, pointing to the benefits of cross-promotion and shared resources across Emerald’s broader portfolio of gift shows, which includes StorePoint Retail, several BITAC events, antique shows and Advertising Week, among others.
“Today, we’re able to connect buyers with brands 365/24/7 through a hybrid model that complements our physical shows,” he said. NY NOW Online now serves as a year-round digital marketplace and engagement platform, listing more than 5,000 independent brands and attracting roughly 50,000 buyer members globally. As of this month, the platform’s homepage highlights the upcoming Winter Market exhibitor lineup, complete with pricing details, social media metrics and service offerings to help buyers check out with confidence.
Back on-site, networking opportunities are set to extend beyond the aisles. Live programming will include eight sessions covering topics such as the next generation of luxury consumers, economic strategies and packaging design trends. The show will also host a VIP Opening Night event for press, hosted buyers and returning exhibitors.
Mathiasen kept the VIP event’s location under wraps, revealing only that it will take place on a rooftop with an open bar and raffle prizes donated by NY NOW exhibitors. Proceeds from the raffle will benefit Gift For Life and World Central Kitchen, partnering organizations dedicated to hunger relief.
While additional announcements are expected ahead of NY NOW’s Summer Market, Mathiasen emphasized why the Winter edition remains a must-shop moment: “[It] couldn’t be more timely given the economic headwinds and belt tightening by consumers around the recent holidays.”
As of publication, registration for NY NOW’s 2026 Winter Market is open.
