Planning to attend NY NOW 2027? Learn why this leading gift, home and lifestyle trade show matters for buyers and brands, along with key event details and U.S. visa guidance.
NY NOW Winter 2027 is a major marketplace for gift, home, lifestyle and handmade products. Taking place from January 31 to February 2, 2027, at the Jacob K. Javits Convention Center in New York City, the event brings together brands, buyers, retailers and makers to discover products and explore wholesale business opportunities.
For the gift and home industry, NY NOW offers something that online sourcing cannot fully replace: direct product discovery. Buyers can meet brands, compare products, discuss pricing and orders, and discover new ideas in person.
The Winter 2027 show is organized around three key areas: Gift & Lifestyle, Home, and Handmade. This structure is designed to make product discovery easier while helping exhibitors connect with buyers across different categories.
NY NOW is particularly important for retailers looking for fresh products, emerging brands, and new wholesale opportunities. Its international reach also makes it valuable for businesses looking to expand beyond their domestic markets. Previous editions have attracted buyers from dozens of countries and U.S. states, highlighting the event’s role as a global sourcing platform.
NY NOW also features International Pavilions, bringing together brands from countries such as India and Brazil. For international buyers, this provides an opportunity to discover distinctive products and develop supplier relationships in one place.
If you plan to attend NY NOW from outside the United States, begin your travel preparation early. Depending on your nationality, you may need a U.S. visitor visa or may qualify for the Visa Waiver Program with ESTA approval. The U.S. Department of State states that attending a business convention or conference can be a permitted B-1 business activity.
Visa applicants may need documents such as a valid passport, DS-160 confirmation page, visa fee receipt when applicable, and other supporting documents. Requirements can vary by applicant and nationality, so always check the latest information with the relevant U.S. embassy, consulate, or official government immigration website.
There is no specific “NY Nowvisa.” Your visa requirements depend on your nationality and travel circumstances.
NY NOW registration is available through the official event registration process. Buyers should plan ahead for registration, meetings, accommodation, flights, and any required visa application.
For brands, retailers, and buyers, NY NOW January 31 to February 2, 2027 is an important opportunity to discover products, build industry connections, and explore new business opportunities. Register for NY NOW early and start planning your visit well in advance.
Visitors traveling to the U.S. to attend a business convention or conference may generally travel under a B-1 business visitor visa, if they meet the requirements. The U.S. Department of State specifically lists attending a business convention or conference as a permitted B-1 activity.
Citizens of countries participating in the Visa Waiver Program may be able to attend business events without a visa for stays of up to 90 days, but they must obtain ESTA approval and meet the program's requirements.
If you need a visitor visa, the basic process normally includes completing the DS-160 online application, paying the applicable visa fee, scheduling an interview when required, and preparing supporting documents. These can include a valid passport, DS-160 confirmation page, fee receipt, and photo. You may also be asked to provide evidence of your trip purpose, ability to cover travel costs, and intention to return home.
Visa rules can change, so check the latest requirements with the relevant U.S. embassy or consulate and official U.S. government immigration websites before making final travel arrangements.
You can also check your USA visa application status online through the official portal.
NY NOW Winter 2027 provides an opportunity for buyers, retailers and brands to discover new products and build business connections across the gift, home and lifestyle sectors. International visitors should plan registration, meetings, accommodation, travel and visa requirements well in advance for a smooth trip.
NY NOW Winter 2027 is scheduled for January 31 to February 2, 2027.
The event will take place at the Jacob K. Javits Convention Center in New York City, USA.
The main areas include Gift & Lifestyle, Home, and Handmade, along with related retail and lifestyle categories.
The event can be relevant to retailers, buyers, brands, makers, distributors and other industry professionals.
Visa requirements depend on the visitor's nationality and circumstances. Some travellers may qualify for the Visa Waiver Program with ESTA, while others may need a U.S. visitor visa.
Depending on the applicant, documents may include a valid passport, DS-160 confirmation, visa fee receipt and supporting evidence related to the purpose and circumstances of the trip.
It is best to start early so you have enough time to complete registration, arrange meetings, book travel and address any visa requirements.
BTW Visa Services can assist corporate travellers with visa documentation, application preparation, and travel planning.
Whether you are planning a factory visit, supplier meeting, trade fair, exhibition, or corporate business trip, getting your visa documentation right from the beginning can save time and reduce avoidable complications.
Contact BTW Visa Services today for professional assistance with your business visa requirements.
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