Trade shows
Around three weeks. That lets you lock what you’re showing at three weeks, approve color and finish on the physical samples at two weeks, and pressure-test final builds at one week, all while rush capacity is still available. Starting later usually means overpaying for speed or compromising the sample.
A floor sample has to attract and read across a busy show floor from a distance; a boardroom sell-in sample has to withstand a buyer’s hand up close, where finish, weight, and edge get judged. They’re often different builds at different fidelity levels, so decide which job you’re staffing.
Groceryshop is September 22 to 24 in Las Vegas and PACK EXPO International is October 18 to 21 in Chicago, with retailer line reviews clustered around them. Work your sample countdown backward from whichever date applies to you.
Because the rush window closes, leaving a choice between overpaying for speed or showing something that undercuts the pitch. Front-loading the timeline avoids both and gives you room to fix color or finish before it’s too late.