MONROEVILLE, Pa. — For more than 20 years, individuals, business and city representatives, and more types of buyers have gathered at Christmas Expo to see the latest decorating technology and learn cutting-edge skills.
The event includes a bustling vendor hall, programming for decorators of all levels and more, and is held every July. In 2024, it was located in Overland Park, Kansas.
Trade Show Executive (TSE) connected with Joyce Perhac, Chief Elf at Christmas Expo and President of ProShow, Inc., which owns the event, to get the inside scoop on its creation, impact and more.
- Christmas Expo launched in 2001
A forum called PlanetChristmas, where users asked decorating questions and explored new products, inspired the show’s original owner, Chuck Smith, to create an event where its users could talk in-person.
It was originally called Planet Lights Up Christmas (abbreviated to PLUS) before getting changed to Christmas Expo.
Smith chose to hold the event in the third week of July due to the production and buying schedule in the industry — in January and February, vendors typically headed overseas to order new products, which tended to arrive in June and July.
Originally, the show was based in Gatlilnburg, Tennessee, near Chuck Smith’s home, and held every other year.
- The event is for B2B and B2C markets
Christmas Expo’s attendees include representatives from businesses, parks, municipalities, gardens, zoos, drive-thrus, malls and hotels, as well as holiday lighting installers and dedicated homeowners.
“Our attendee base is really quite varied,” Perhac said. “They can learn about programming the lights, [and] they can see what’s new in the marketplace to improve their own installations.”
Christmas Expo also features a diverse range of exhibitors.
“Our exhibitors range from small mom and pops to startups to large commercial vendors who supply 20-foot trees and large sleighs … and they all find an audience at our show,” Perhac added. “You don’t know who’s walking through the door … vendors reap the rewards and have a great experience.”
- ProShow, Inc. took ownership of Christmas Expo in 2013 and turned it into an annual event
Under the leadership of ProShow Inc., Christmas Expo changes location every year, allowing it to find new attendees and explore new marketplaces.
“It’s served us well,” Perhac said, explaining that new attendees are usually hooked.
- The show’s Christmas in July creates community — throughout the year
Perhac shared that Christmas Expo’s exhibitors and attendees form tight-knit bonds that continue after the show floor has closed.
“There’s a lot of activity in the lobby every night,” Perhac said. “There’s always something new happening in this industry, so it’s not hard for me to find what’s new and people to teach new classes.”
Also, the show uses a Facebook community page to keep attendees engaged year-round.
- Christmas Expo is dedicated to being a force for good
“I’m proud of Christmas Expo because we are focused on doing this for all the right reasons,” Perhac said. “It’s about putting up a display that families want to visit and putting smiles on the faces of children.”
According to Perhac, attendees frequently include collection points for local food banks and other charities in their Christmas Expo-fueled displays, spreading the show’s goodwill across the U.S.
The 2025 edition of Christmas Expo is set for July 17-19 in Dallas, Texas. Learn more here.
