e 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.