Enter 2021

Begin Your Crowning Achievement

Take The Crown

Why Enter GOTY?

We reveal the winning products on the first evening of Spring Fair, the UK’s largest gathering of retailers, offers the opportunity for unrivalled sell-through for the winner and shortlist.

Equally, it pinpoints buyers to their next best sellers as identified by their most respected peers. An evening event allows people to celebrate their sheer hard work and allow themselves to feel a sense of achievement.

Enter Today

  • FREE exhibition stand for the overall Judges’ Choice winner at Autumn Fair 2021*
  • 1 Year FREE membership of Pressloft for the overall Judges’ Choice winner to help build your own PR across huge brands
  • Endorsement of your business with an acclaimed Gift of the Year status
  • Display of your winning products in the Gift of the Year showcase at Spring Fair and Autumn Fair 2021 at the NEC, Birmingham
  • Promotion in a full colour catalogue for all winners and highly commended, widely distributed within the UK and overseas
  • Participation in a high-profile awards ceremony at Spring Fair 2021, with trophies presented to the winning companies
  • Gain exposure to a panel of distinguished buyers and retailers
  • Profile-raising media coverage within a major PR campaign to national trade and consumer press
  • Point of Sale material to place on products and in store

How much does it cost?

The Gift of the Year Awards raises the profile of entrants by creating a unique platform to showcase the most innovative retailer and exciting products new to market. Entries are encouraged from both large and small enterprises.

A wide range of categories are available to enter and winners and entrants have benefitted hugely through the exposure that the competition brings.


Enter Now

Giftware Association members:
Entry: £75 + VAT

Entry: £105 (This will include membership to The Giftware Association until 31.12.20) + VAT

Bundles (Non-members pay £30 extra) + VAT:
£195 x 3 entries (£65 per entry)
£250 x 5 entries (£50 per entry)
£400 x 10 entries (£40 per entry)

How To Enter

Stage 1 – Online Registration

If you are not already registered to enter the competition register and set up your company profile now! If you have entered in previous years you will need to set up a new account. if you are a member please enter your membership number.

Register or Login Here

A Note to Remember!

Qualifying product is product that will be available to market no later than the beginning of March 2021, and will be foreseeably available until the end of 2021.


  • Enter online (Click here to enter)
  • Input company information
  • Input individual product details
  • Input relevant marketing information/material
  • Upload hi res images and videos of each product – prior to uploading images you will be asked to pay entry costs as a total figure. Payment can be made via credit or debit card.

Stage 2 – Sample Submission*

After the judges have selected the shortlist from each category, the Gift of the Year team will notify you of which of your items have been shortlisted and request samples.

*Due to the ongoing health crisis this process is subject to change but we will notify in due course

Each sample must be labelled individually detailing:

  • Product Name
  • Company
  • Trade and Retail Prices
  • Category Entered

Download a sample submission label template

Samples need to be posted to:

Gift of the Year – Entry
10 Vyse Street
B18 6LT

Note that samples must be received by Monday, 6th of January 2021 to be guaranteed a place in the live judging round. Entries arriving after this point may not be put on display, though we will endeavour to do so if possible.

Please also include the category or categories entered clearly written on the outside of the package.

Download a sample postal label

Please Note

Samples of the Winning and Finalist products will be kept for showcasing at the Spring Fair 2021.*

All samples will be donated to The Benevolent Society. If samples need to be returned please arrange collection using your own nominated carrier/transport and notifying the Gift of the Year team three (3) working days before the collection date. Samples not collected by 31st January 2021 will be donated to charity.

*Due to the ongoing health crisis this may be subject to change.

Take the

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Key Dates

All the important dates for your diary

Competition Launch Date – 1st September 2020

Competition Closes – 27th November 2020

Online Judging Commences – 1st December 2020

Shortlisted Products Announced on the Gift of the Year Website – 11th December 2020

Shortlisted Sample Submission – From 14th December 2020. Samples should arrive by 6th January 2021. Note that we cannot guarantee that products arriving after this date will be able to be displayed to the judges.*

Live Judging Day – Thursday, 7th January 2021*

Awards Announcement – Evening of Sunday, 7th February 2021*

* Due to Coronavirus some of our events may be subject to change