The Real Cost of a 10x10 Tradeshow Booth: Custom vs. Rental Breakdown

• Dec 05,2025

I've walked hundreds of trade show floors over the years. And every single time, I find myself wondering the same thing: how much did that booth cost versus this one?

Here's the problem most first-time exhibitors face. You've got a budget. You've got a vision. But you've got absolutely no clue whether buying a custom 10x10 tradeshow booth makes more sense than just renting one for the weekend.

You're not alone. This question comes up constantly—and the answers you find online are often vague, outdated, or clearly written by someone trying to sell you something.

So let's cut through it.

The Challenge: Pricing Confusion Everywhere

When companies start planning their booth display, they typically run into a wall. Vendors quote wildly different numbers. Some include booth setup costs, others don't. Graphics, shipping, storage—it's a maze.

And here's what makes it worse: the 10x10 space is the most common booth size at trade shows. You'd think pricing would be straightforward by now. It isn't.

Maybe that's intentional. Maybe it just reflects how fragmented this industry still is. Either way, exhibitors end up frustrated before they've even picked a design.

What the Numbers Actually Look Like

Let me break this down based on what I've seen and what industry data suggests.

Custom 10x10 Booth Costs

A custom-built booth designed specifically for your brand typically runs between $15,000 and $50,000. Sometimes higher if you're going premium. This includes booth design, fabrication, and graphics.

But that's just the purchase price. Factor in shipping both ways, storage fees, and booth setup labour, and you're looking at an additional $3,000 to $8,000 per show.

The upside? You own it. You control it. It reflects exactly what your brand needs.

Rental 10x10 Booth Costs

Rentals generally range from $3,500 to $12,000 per event. Higher-end rentals with custom graphics and integrated technology push toward the top of that range.

This usually covers the booth display itself and basic setup. Some rental packages bundle in design services too.

The trade-off is obvious. Lower upfront cost, but you're spending that money again at the next show.

A Quick Analysis: Which Path Makes Sense?

Here's how I think about it.

If you're exhibiting three or more times per year, custom starts making financial sense. The math tips in your favour around year two or three, depending on how aggressive your show schedule is.

If you're testing the waters—maybe doing one or two events to gauge interest—rental is almost always the smarter move. Why tie up capital in an asset you might not use?

Others suggest considering hybrid approaches, too. Some companies purchase a modular base structure and rent add-ons depending on the venue. This gives you brand consistency without the full custom price tag.

Booth design matters here as well. A poorly designed custom booth won't outperform a well-executed rental. Spend on strategy first, hardware second.

What I'd Suggest

Start by asking yourself three questions:

1. How many shows will you attend this year?
2. Is brand consistency across events critical to your positioning?
3. Do you have storage and logistics support internally?

If you answered "several," "yes," and "yes," lean toward custom.

If you're unsure about any of those, rental gives you flexibility while you figure things out.

And regardless of which route you choose, get the booth setup details in writing. Hidden labour costs are where budgets go to die.

References

1. Exhibitor Magazine, "2024 Cost Survey: Trade Show Booth Pricing Trends"
2. CEIR (Center for Exhibition Industry Research), "The Spend Decision Report," 2023
3. Trade Show News Network, "Exhibitor Budget Benchmarks," 2024