What I Wish More Brands Knew Before High Point Market

There’s a certain energy that starts building as High Point Market gets closer.

Calendars fill up. Showrooms start transforming. Travel plans come together. Product launches begin rolling out. Marketing teams start scrambling for content. And suddenly everyone realizes market is almost here.

As someone who lives in High Point and works within the furniture industry year-round, I’ve watched this cycle repeat itself over and over again. One of the biggest things I’ve learned is that the brands, reps, and designers who experience the most successful Markets usually aren’t the ones trying to do the most. They’re the ones who prepare intentionally.

Market Is a Marathon — Not a Sprint

I think one of the biggest misconceptions about High Point Market is that success comes from trying to see, do, and post everything, but it doesn’t.

In fact, trying to do too much is usually what causes people to leave High Point feeling exhausted, overwhelmed, and feeling like they somehow still missed half of what they wanted to accomplish. And don’t even get me started on the overwhelming task afterwards of going through all of those marketing materials you were certain you needed to take with you on top of hundreds of photos you don’t even remember taking, much less which showroom you were in when you took them.

If you don’t approach market strategically, it can quickly become overwhelming before, during, and after.

One of the best things brands, reps, and attendees can do before market even begins is accept that you are not going to see everything, and that’s okay.

Experienced Attendees Approach Market Differently

Over the years I’ve noticed that experienced market attendees usually operate very differently from first-time attendees.

They typically have:

• a must-see list

• a wish list

• scheduled appointments

• intentional downtime

• neighborhood-based planning

• and realistic expectations

They know when to focus and when to slow down. They also leave room for discovery because some of the best moments at market happen unexpectedly like stumbling into a showroom you didn’t plan to visit, meeting someone new, discovering a smaller boutique line, and finding inspiration where you least expected it.

That flexibility matters just as much as the schedule itself.

Some of the Best Brands Are Hiding in Plain Sight

One mistake many first-time attendees make is only focusing on the largest, most heavily advertised brands. While there’s absolutely value in seeing those showrooms, some of the most interesting discoveries at Market often happen in the smaller spaces. The niche brands, the boutique lines, or the brands doing something a little different.

One of my favorite things about High Point Market is discovering brands that feel distinctive and unique. They’re bringing something fresh to the table. I’m looking for that brand that makes me pause.

Memorable Showrooms Create Experiences

The showrooms people talk about long after market ends are rarely just the ones with just beautiful furniture. They’re the ones that create experiences. Let’s be realistic, most companies showing at market have beautiful furniture, but only the best brands deliver something spectacularly unique.

For example, Old Biscayne Designs consistently creates an immersive artisanal experience that feels deeply personal and intentional. Their showroom highlights craftsmanship not only through furniture, but through local art, handmade pottery, and jewelry. Owner Gretchen Gabrielli even gifts showroom visitors with her “Pearls of Wisdom” – oyster shells with inspirational notes or scripture that make visitors feel genuinely welcomed. It’s a uniquely personal touch I’ve not seen anywhere else.

TOV Furniture creates an entirely different energy, vibrant, playful, and full of personality. Their showroom feels fun from the moment you walk in the door, and they always manage have the best market bags too. Their tagline “Don’t Be Boring” is the perfect fit for their brand.

And then there’s American Leather, which consistently hosts one of my favorite market events because they fully understand the power of experience and hospitality. I’ve seen smoke bubble cocktails, sushi conveyor belts, custom embroidered bags, and incredibly thoughtful details that turn a showroom visit into something unforgettable. Their creative display of their logo throughout the showroom is a constant, but subtle reminder of where you are without being salesy.

Modern History Furniture creates a memorable experience in a quieter, more calming way. Their showroom feels welcoming immediately with beautiful natural light, incredible hospitality, and a warmth that makes people want to stay awhile. They create a space that makes you want to linger a little longer every season.

All of these brands feel completely different from one another and that’s exactly why they work.

Content Opportunities Are Everywhere

High Point Market is a content gold mine, but so often brands, reps, and designers fail to plan for content ahead of time and in my opinion, this is the biggest missed opportunity at market.

There are opportunities everywhere to capture:

• behind-the-scenes moments

• educational videos

• product features

• team interactions

• designer or manufacturer interviews

• process content

• showroom tours

• lifestyle footage

• and authentic brand moments

Without a plan, many end up leaving market with random camera roll footage, disorganized assets, missed opportunities, and content that never fully gets used. Instead, create a plan to document intentionally and you’ll create a catalog of content that can easily be repurposed in an assortment of ways.

Neighborhood Planning Will Save Your Sanity

One of the best practical pieces of advice I can give anyone attending market is to try not to bounce between neighborhoods constantly. Downtown High Point is much larger than many first-time attendees expect. Trying to zigzag across town all day is going to leave you exhausted, stressed, and with some epically sore feet.

Personally, I try to tackle Market by neighborhoods whenever possible. It helps me stay focused, remain flexible, and actually enjoy the experience instead of constantly feeling rushed.

Don’t Forget to Have Fun

This may sound simple, but I genuinely think people underestimate how important this is.

Market should absolutely be productive, but it should also be enjoyable. You’ve come here to be inspired and inspiration awaits in the unexpected moments.

Some of the best parts of market happen over dinner at a local spot, during happy hour in your favorite showroom, grabbing a coffee at a cart on your walk to your next destination, through unexpected conversations, or during those little in-between moments that aren’t necessarily on the schedule.

The people who seem to enjoy Market the most are usually the ones who leave room for both structure and spontaneity.

Final Thoughts

The most successful Market experiences happen when you stop trying to “do everything” and start focusing on intentionality, preparation, relationship-building, and meaningful experiences. Market isn’t just about the products. It’s a chance to connect, discover, and experience fresh inspiration.