What really happened at High Point Market Spring 2025?

As the Spring 2025 edition of High Point Market wrapped up, one thing became abundantly clear: this wasn’t just another product showcase. It was a litmus test for how prepared the wholesale industry is to face economic headwinds, evolving buyer behavior, and the accelerating demands of digital transformation.

At WizCommerce, we spent the week in conversation with wholesalers, manufacturers, and buyers—soaking up insights not just about what was shown, but how the industry is thinking, adapting, and retooling for the future. While design trends grabbed the headlines, the real signals were in the back-room discussions: pricing shifts, AI adoption, and operational changes.

Here’s my view of what really happened at High Point—and what it means moving forward.

Softer crowd with lower attendance at High Point

Yes, attendance was down. Everyone we spoke to confirmed it. According to official figures, designer attendance was down by 7% compared to the Fall Market, likely due to ongoing economic uncertainty. International buyers saw an even sharper drop—down 14%—reflecting broader global concerns.

Yet, what stood out was that wholesalers weren’t complaining—in fact, many said it was still a good Market.

Why? Because the buyers who showed up were focused. They came with intent. They placed orders. And for most wholesalers, that’s what matters. Quality over quantity.

Of course, location played a huge role. Brands with showrooms in high-traffic areas consistently had better outcomes. Brands that invested in pre-show outreach and had visible, well-designed spaces saw strong footfall. Those that didn’t struggle to draw attention, even if their products were strong.

Tariff uncertainty casts a shadow over market optimism

Absolutely. Tariffs were top of mind for many. The new U.S. tariff structure, especially the steep increases on Chinese imports, made for some nervous conversations.

Most brands walked into High Point with lowered expectations—not because they didn’t believe in their product, but because the economic outlook and trade uncertainty made them cautious. They were in a holding pattern: not ready to make big changes, but very aware that they may need to soon.

As one recurring theme emerged: Brands sourcing heavily from China were beginning to consider alternatives, from Vietnam to India to domestic production. Even those who weren’t yet directly impacted were preparing contingency plans. The industry is in a “wait-and-watch” mode—but make no mistake, movement is coming.

That said, despite the caution, good business still happened. Many wholesalers reported meaningful conversations, serious buyers, and solid orders—just with a more measured, pragmatic tone than in past years.

How brands are handling price increases due to tariffs

Wholesalers sourcing from China have started raising prices or are planning to do so soon. Many communicated those changes before the show via email campaigns or order cut-off deadlines. But it wasn’t just about increasing prices. It was also about how strategically those increases were presented.

Depending on what category a brand falls into, they’re taking one of a few approaches:

• Some are clearly communicating tariff-driven price hikes and urging buyers to act quickly.
• Others are emphasizing that their prices won’t go up—highlighting their non-China sourcing as a competitive edge.
• And some are using the looming tariff hikes as a sales tool: “Buy now while it’s still cheaper—prices will go up next month.”

This flexibility shows how brands are using pricing not just to protect margins, but to drive behavior.

Wholesalers turning to AI to automate operations

If tariffs were the biggest source of concern in this Market, artificial intelligence was the biggest source of opportunity.

Nearly every brand we met expressed strong interest in how AI could streamline their operations, improve margins, or enhance the customer experience. And we weren’t talking theory—we were showing tangible, ready-to-implement use cases.

1. AI-generated lifestyle imagery

One of the most common pain points we heard from wholesalers—especially in furniture and home décor—was the cost and complexity of producing lifestyle photography. To show a lamp in a styled living room, or a tray on a dining table, they typically need to rent studio space, coordinate production crews, hire photographers, and manage time-consuming edits. For many, the process is expensive, slow, and not scalable.

That’s where AI is stepping in. WizCommerce’s lifestyle image generator lets brands upload a basic product photo, and in minutes, generate polished, on-brand lifestyle imagery. No staging, no studio—just high-quality visuals ready for catalogs, line sheets, or ecommerce. This directly cuts content production costs—often one of the largest creative line items for brands.

It was one of the most talked-about features at the Market, and for good reason: Brands know great imagery drives conversions, but the traditional path to get there has become unsustainable.

2. AI-powered image search

Another operational challenge that came up frequently was how hard it is for reps or buyers to find products quickly—especially when relying on SKUs or product names. In showrooms or during virtual meetings, teams often waste time trying to locate a product they’ve seen but can’t reference precisely.

That’s why AI-powered visual search struck a chord. With our B2B order-taking app, a rep can snap a photo or upload a rough sketch, and instantly pull up the matching item—plus similar SKUs from the catalog. In a visually driven industry, this kind of fast, intuitive product discovery is a major time-saver. It also cuts operational costs by reducing the manual work that slows down the selling process.

3. Automated order entry via AI

Many brands told us they still rely on manual processes to input order details from emailed purchase orders or PDF forms. It’s a repetitive, error-prone task that eats into their team’s productivity and slows down the order fulfillment cycle.

AI is helping automate this. By reading and extracting order data from these documents, and pushing it directly into ERP or back-office systems, wholesalers can eliminate hours of manual entry. This will reduce mistakes and also lower overhead costs and improve internal efficiency.

What was striking was how open wholesalers were to these tools. In past years, innovation talk was often met with polite nods. This time, it was met with urgency. They don’t just want to grow—they need to reduce cost, move faster, and serve buyers more efficiently.

Standout events ranged from charity shows to industry mixers

Three standout moments highlighted just how much in-person events still matter—when done right.

1. A well-attended charity event created a strong feel-good moment during the week. We were proud to support it, and the energy around the event was refreshing. Beyond the donations and cause, it created meaningful social touchpoints and drew positive attention both in-person and online.
   
2. Rugs America hosted an exclusive cocktail party to celebrate its newest collaboration with designer Norman Wyatt. The event featured complimentary cocktails and hors d’oeuvres and included a giveaway of exclusive rug designs and signed artwork. The company unveiled a range of new rugs designed by Wyatt and used the event as a way to blend community celebration with product reveal. For attendees, it was an engaging mix of design, networking, and inspiration.
3. Uttermost’s 50th anniversary celebration stood out as a masterclass in experiential marketing. With lines out the door and a tote bag customization station that had buyers lining up, the event drew more people than even their team expected.
   
4. Pom Pom had its own dedicated showroom space for the first time—and the results exceeded expectations. Their spot in a high-traffic building gave them excellent visibility, and they saw a significant number of new buyer conversations. Their success reinforced the importance of physical placement and pre-show visibility.

The lesson? With the right planning and budget, immersive event experiences can create buzz that lasts long after the Market ends. For larger brands, it’s a template worth learning from.

What are the next trends and expectations for the upcoming market?

Looking ahead to Fall 2025, we expect sharper strategy and leaner execution across the board.

• Supplier diversification will accelerate: Brands are actively exploring alternatives to China—not just because of tariffs, but to build resilience. India, Vietnam, and even U.S. manufacturing are seeing renewed interest.
• Operational efficiency will be the new currency: Sales will still matter, but cost-saving will dominate boardroom agendas. Wholesalers will prioritize platforms and partners that help them automate, streamline, and cut waste.
  
• AI will move from early adoption to expectation: Whether it’s imagery, data entry, or search, AI-powered order-writing tools are becoming foundational to how modern wholesale brands operate.
• Expect more creative pricing and discounting strategies: Brands will use promotions more aggressively to stay competitive and protect volumes.

Final thoughts

This Market didn’t feel crowded. It felt concentrated. The brands making moves weren’t the loudest—they were the smartest. They came ready to talk about cost, tech, sourcing, and strategy.

At WizCommerce, we’re excited about where wholesale is headed—and we’re committed to building the tools that get our customers there faster, with less friction and more control.

If you’re preparing for what’s next, now’s the time to take a deeper look at how you’re operating. We’re ready to help.