The 2026 ATA Trade Show is more than just an industry gathering. This year’s event, set for Jan. 7-8 at the Indiana Convention Center, is the foundation of the newly expanded ATA Show Week, a six-day celebration of archery and bowhunting that blends business, consumer engagement and competitive excitement.
For retailers, there’s nothing like it. The ATA Trade Show is an opportunity to preview the year’s hottest new products, connect with leading manufacturers and save money. Griffin Archery, a retail shop in Tyler, Texas, summed it up after the 2025 ATA Trade Show: “The ability to network and catch up with other shop owners and our reps, get great deals and place our orders all in one location is a blessing.”
For manufacturers, it’s a powerful tool to generate orders, increase booth traffic and strengthen dealer relationships. "The ATA [Trade] Show is a cornerstone event for our team,” Kimberly Saunders, of Easton Archery, said. “It’s where we connect directly with dealers, debut new products, and share in the growing excitement of the archery community.”
To keep the momentum going, the ATA is reintroducing promotions designed to help ATA-member retailers save big while creating incentives for exhibitors who participate.
ATA member retail companies booking through the event website receive a $150 credit toward their first night’s stay. With most hotels within walking distance of the Indiana Convention Center, attendees can save big while enjoying the convenience.
Every ATA-member retailer account will receive a one-time-use Super Deal Gift Card to use on orders or special offers during the Show. Retailers save instantly, while exhibitors receive a $150 reimbursement per gift card collected after the event. This has become a highlight of ATA’s on-site promotions, ultimately benefiting everyone.
This Show-only coupon book is packed with thousands of dollars in savings from manufacturers, giving dealers even more opportunity to put these savings directly into inventory.
Many exhibitors are creating their own incentives, from limited-time discounts to rebates that connect orders placed at the Show with purchases fulfilled at local dealers.
Together, these savings give retailers more reasons to attend, walk the floor and write orders at the Show.
For exhibitors, these promotions do more than help retailers save money. They create urgency, drive traffic and lead to orders.
When retailers have a Super Deal Gift Card in hand, they’re motivated to use it. When they flip through a Big Buck Tags coupon book, they’re looking for participating booths. Each promotion directs buyers to exhibitors and increases the likelihood of orders being written on the Show floor.
The benefits go beyond the Show floor. Exhibitors who participate in promotions often report stronger sales, higher booth traffic and increased visibility as a direct result of their participation.
The ATA’s members-only Trade Show remains the industry’s most important B2B gathering, but this year, it serves as the centerpiece of a packed ATA Show Week.
This year’s ATA Show Week lineup includes:
- Jan. 6, 2026: ARRO Hot Show and NABA Show
- Jan. 7-8, 2026: ATA Trade Show
- Jan. 9, 2026: S3DA Indoor Open
- Jan. 9-10, 2026: Archery & Bowhunting Supershow
- Jan. 9-11, 2026: Rushmore Rumble
With the introduction of the Archery & Bowhunting Supershow, this means that products seen on the Trade Show floor are the same products consumers will be seeing, testing and getting excited about just days later. That creates instant demand. Dealers who place orders at the Trade Show are better positioned to meet customer demand as soon as those products hit the market.
For exhibitors, it means exposure to multiple audiences. Products debut first to buyers, then directly to the consumer market, creating excitement that drives business back to local archery pro shops.
ATA Show Week isn’t all business. The New Product Launch Unveiling and Happy Hour, scheduled for Jan. 6 from 4-6 p.m., offers ATA members a first look at the year’s newest gear in a casual setting with entertainment by Nate Hosey, free beer and networking.
The Industry Celebration, presented by Mossy Oak, takes place Jan. 7 from 6-9 p.m. and brings ATA-member retailers and exhibitors together for an evening of food, drinks, awards and live entertainment.
And don’t forget—following the ATA Trade Show, your badge earns you free access to the Archery & Bowhunting Supershow, plus a chance to watch or compete in tournaments with some of the nation’s top archers.
The ATA Trade Show is the first business event of the year where the archery industry comes together to do business, save money and plan for the year ahead.
For retailers, the savings opportunities are too good to ignore. For manufacturers, participation in ATA’s promotions increases visibility, creates more orders and generates conversation with dealers, creating a stronger return on investment.
Register today at atashow.com. Not a member? Contact Kim Watson at kimwatson@archertrade.org.
For exhibitor, booth and show-promotion inquiries, contact Eric Dobberfuhl, ATA sales manager, at ericdobberfuhl@archerytrade.org or (507) 233-8142.
Whether you’re a retailer looking to save big and stock up for the year ahead or a manufacturer ready to launch your newest product, the ATA Trade Show is the place to be. Join us in Indianapolis and be a part of the industry's biggest week of business, community and celebration.
WE ARE HERE TO HELP THE INDUSTRY, TO HELP INDIVIDUAL BUSINESSES GET THE MOST OUT OF THE INDUSTRY, AND TO HELP YOU.
