Outdoor Retailer announced an earlier start date for its Winter Market 2016. The trade show will take place Jan. 7-10 at the Salt Palace Convention Center in Salt Lake City, Utah. The All Mountain Demo will move to Wednesday, Jan. 6.

Future Winter Market shows are scheduled to remain in this earlier timeframe as well, with the 2017 show slated for Jan. 7-10 and the 2018 show planned for Jan. 6-9.

The show’s shift to an earlier schedule is in response to feedback from over 6,000 specialty retailers and exhibitors. With the new dates, buyers will be able to finalize orders before deadlines and see new products earlier. It also moves the show away from other industry events and the Martin Luther King, Jr. Day, as well as the Sundance Film Festival, which should increase housing options.

Show Director Marisa Nicholson said, “As a team, we are always looking for ways to improve the value of the show to not only our attendees and exhibitors, but to the industry at large. This adjustment will pave the way for us to increase ROI for our exhibitors while helping specialty retailers shop the show in a timeframe that maximizes their time spent on the show floor.”