ound the country profited from the popularity of simplified name-dropping on mass-market goods. Just as travel had become accessible and affordable to every family, souvenirs were no longer a symbol for the wealthy, but an attainable memento for all travelers. The mass-market souvenirs we know today were born.
For decades, mass-market souvenirs were the industry standard. Travelers collected t-shirts, mugs, key chains, and Christmas ornaments from every trip. However, in the age of Amazon and eBay, where anything can be purchased at any time, mass produced souvenirs began to lose their luster. On top of e-commerce, the height of Instagram and social media allow travels to be documented and shared instantaneously. These mass-market souvenirs don’t carry the same weight they once did. In a world of selfies, who is buying souvenirs?
As the concept of the modern souvenir continues to evolve, we return to its original definition: proof and memory of travels. The original American souvenirs were chunks of Plymouth Rock, snippets of White House curtains, items that had a direct attachment to the place visited. As a nation, we won’t digress to bootleg souvenir hunting, but there is an increasing demand for meaningful souvenirs. Selfies offer immortalized moments and social media bragging rights, but travelers still want something tangible to bring home. Sometimes that is still a mass market t-shirt, but more commonly the memento is something specific to the area or attraction. Handmade goods, products that are made in the USA, and handcrafted designs have become increasingly popular over the past ten years. Jane Riley, museum store manager and visitor services supervisor for The Manassas Museum System and a member of the Museum Store Association says the souvenir industry has changed in the ten or twenty years in the sense that customers want “fewer collectibles. People are becoming more minimalistic. They want useful things — not just items to dust.”
To appeal to families and the modern traveler, Riley offers interactive opportunities at her gift store. “I have authors come a couple of times a month to discuss their latest books. This really boosts book sales and brings customers into the store. The book talks are free.” Overall, visitors are looking for merchandise that is unique to your attraction, instead of something that could be purchased on Amazon. “My best department is custom. So, develop products that relate to your museum and area. Find your niche,” says Riley. “I believe the differences in souvenir stores from regular retail are the custom merchandise. Our staff can educate the customer on items and give them a little history or tell how they relate to the museum’s collection. We also do our best to sell Virginia products and merchandise that is made in the USA.”
Riley also recommends embracing selfie culture instead of trying to fight it. “Our exhibits usually have an area with something for the kids to do, like trying on hats, clothing or accessories. Then the kids and parents take pictures and post online.” Providing designated opportunities for photos including hashtags for social media will help control your online presence and promote your business.
In 2017, the road trip remains the most popular vacation for American families, ahead of other equally accessible options like international travel and cruises. Despite rising gas prices, the number of families planning on taking a road trip has actually increased since 2016. Americans are still saying, “Let’s go,” to the freedom of the open roads and the attractions they find along the way. According to First Research, the US gift, novelty, and souvenir store industry includes about 23,000 stores with growing combined annual revenue of about $19 billion. Families are still going on road trips, and people are still purchasing souvenirs. But, like every other aspect of our retail industry, how and what they buy is changing.