Maximising Spend Per Visitor: Smart Merchandising Tactics That Work
In visitor attraction retail, the real goal isn’t just footfall; it’s meaningful spend per visitor. But with limited space and shifting consumer habits, how do you encourage higher-value purchases without overwhelming your shop or overstocking shelves?
At The Souvenir Collection, we work with leading attractions across the UK to create product strategies that drive revenue while enhancing the visitor experience. Here are some proven tactics that help increase basket size cleverly, not cluttered.
1. Build a Product Ladder
A strong retail range includes something for everyone but not everything for everyone. By building a well-balanced product ladder, you create multiple entry points for spending:
- Entry-level (under £5) – Think postcards, stickers, and keyrings perfect for casual browsers and families.
- Mid-range (£5–£20) – Tote bags, notebooks, mugs. These often make up the majority of sales volume.
- Premium (£20+)– Framed prints, exclusive collaborations, limited-edition pieces. Ideal for those seeking a keepsake or gift.
🛒 Tip: Use signage and display to subtly guide shoppers up the ladder. Bundle pricing (e.g., 3 for £10) also encourages multi-item purchasing without adding clutter.
2. Curate, Don’t Cram
Too much choice can cause decision fatigue. Research shows that when customers are overwhelmed, they’re less likely to buy at all. Instead of filling every available surface, focus on a tightly curated selection that tells a clear story.
- Rotate seasonal products regularly
- Spotlight best-sellers or staff picks
- Group items by theme or experience (e.g., “Nature Trail Essentials” or “Museum Highlights”)
🛍️ Tip: Space = value. Giving products room to breathe elevates their perceived worth and helps them stand out.
3. Create Add-On Opportunities at Key Points
Small, low-cost products placed near the till or exit areas are a classic and effective way to prompt last-minute purchases.
- Think enamel pins, chocolate bars, mini prints, or stationery
- Use small signage like “The perfect extra” or “Don’t forget this!”
📈 Insight: Cross-selling with signage (“Pair with our best-selling water bottle!”) can lift sales of both entry-level and higher-ticket items.
4. Use Design-Led Bundles
Bundling related products not only makes shopping easier, it increases the average order value while simplifying stock presentation.
Example bundles:
- Notebook + pencil + tote
- Mug + coaster set
- Kids’ activity pack with stickers and trail map
🎁 Tip: Branded gift boxes or eco-friendly wrap add perceived value without requiring major new product lines.
5. Promote Limited Editions and Seasonal Drops
Products tied to a moment, an exhibition, an anniversary, or a season naturally create urgency. Visitors know they can’t come back and pick it up later.
- Create time-limited ranges with print-on-demand (zero risk, zero stock holding)
- Use shelf signage or social media to reinforce scarcity (“Available until Easter weekend only”)
🗓️ Case in Point: Attractions using our sister company, Merchr to launch seasonal collections have seen strong uptake, especially when personalisation is included.
6. Educate Through Story
Products with a backstory often justify a higher price point and help visitors connect more deeply with the item.
- Include product tags with design inspiration or production info
- Highlight sustainable materials or artist collaborations
- Train staff to share quick talking points (“This print is based on the ceiling of our oldest gallery”)
🧠 Stat: Shoppers are 22x more likely to remember information when it’s shared as a story, not a spec.
7. Reduce Risk
Traditional retail models often rely on high minimum order quantities that tie up cash and limit product variety. At The Souvenir Collection, we do things differently. Our minimum order quantities start as low as 10 units per design, allowing you to test new products, rotate themes, and respond to trends without the burden of overstocking.
This means you can:
Try more variations without overcommitting
Introduce exclusive items for events or exhibitions
Keep your retail space dynamic and ever-evolving
Final Thought: Focus on Flow, Not Volume
Maximising spend per visitor isn’t about adding more products; it’s about refining the journey. A shop that’s carefully planned, emotionally engaging, and well-balanced in its price points will naturally encourage visitors to buy more and leave feeling good about it.
Need help shaping your retail range? Get in touch 👉 https://thesouvenircollection.com/contact/
In destination retail, every square foot of shop space and every product on display needs to earn its place. So what separates a solid seller from a best-seller? At The Souvenir Collection, we’ve helped hundreds of visitor attractions across the UK shape high-performing retail ranges. And while every site is unique, the most successful products tend to share a few key characteristics.
Here’s what we’ve learned from the designs that consistently fly off the shelves and how you can apply those principles to your offering.
1. They Tell a Story
The best-selling souvenirs do more than carry a logo; they reflect a sense of place, identity or heritage. Whether it’s a sketch inspired by a historical detail or a locally made product with a clear backstory, these items offer visitors a tangible link to their experience.
Takeaway: Products with a clear connection to the attraction are more likely to resonate and be remembered.
2. They’re Functional, Not Just Decorative
Today’s visitors are looking for souvenirs they can use, not just display. Best-sellers often serve a purpose: think notebooks, mugs, reusable water bottles, and eco-friendly bags. If it fits into a daily routine, it's more likely to be purchased.
Example: Reusable travel cups with sleek, attraction-specific branding have become consistent top performers across multiple clients.
Takeaway: Combine form with function. Practical items with thoughtful design give customers more reasons to buy and to use them regularly.
3. They Hit the Right Price Point
Pricing plays a huge role in sales volume. Best-sellers tend to fall within a clear sweet spot, typically between £5 and £15, making them accessible as impulse purchases or small gifts. It’s about value, not volume.
Tip: Offer a mix of entry-level price points alongside a few premium options. This opens up your range to a wider audience while keeping the majority of products comfortably within reach.
4. They’re Timed to the Moment
Seasonal and event-specific merchandise often sees rapid uptake particularly when designed around a moment visitors are actively engaged in.
Example: Working with Merchr, Oldham Athletic launched a limited-edition winter collection that fans could personalise and order online during the festive season. The result was strong sales, wider audience reach, and zero overstock, thanks to print-on-demand.
Takeaway: Timed collections tied to events, holidays or exhibitions create a sense of urgency and make your shop feel current and dynamic.
5. They Invite Personal Connection
Customisation is a growing trend, and it’s easy to see why. Products that feel personal are more emotionally valuable to customers, even if the design is simple.
Takeaway: Giving customers a way to make a product their own can significantly increase conversion.
6. They’re Sustainable
Sustainability is no longer a niche concern; it’s a deciding factor for many consumers. Recycled materials, plastic-free packaging and clear provenance are increasingly influencing buying behaviour.
Tip: Signpost your eco-conscious products clearly and include brief messaging on how they were made. Visitors are more likely to choose items that reflect their values.
Final Thought: Best-Sellers Are Designed with Purpose
A strong retail range isn’t about offering more; it’s about offering better. When your products are designed with purpose, rooted in your story, and aligned with your audience’s values, they don’t just sell well; they deepen the visitor connection and keep your attraction front-of-mind long after the visit ends.
Looking to shape your next best-seller? Get in touch 👉 Contact Us
Seasonal and event-led merchandise is no longer a “nice to have”; it’s an essential part of a smart retail strategy for attractions, clubs, and destinations alike. Whether you're planning for a festive celebration, a landmark anniversary, or a one-off special event, short-run collections are a powerful way to increase footfall, deepen brand loyalty, and drive revenue.
At The Souvenir Collection, we help our clients capitalise on key moments by delivering design-led, high-quality merchandise with record-breaking turnaround times.
Here’s how you can make seasonal products work harder for your brand and how one football club used this approach to great effect.
Why Seasonal Collections Matter
When a souvenir ties directly into a limited moment in time, it becomes more than just a product, it becomes part of the experience. Here’s why that matters:
- They tap into the emotion of the moment – Whether it’s the magic of Christmas, the buzz of a summer festival, or the drama of a big match, themed merchandise captures the mood and gives visitors something tangible to remember it by.
- They generate urgency – Time-limited availability adds excitement. Shoppers are more likely to act fast if they know the opportunity won’t be around for long.
- They encourage repeat visits – When seasonal launches become expected, visitors return to see what’s new. Annual traditions or rotating ranges help keep your offer fresh.
- They open up new stories – Unique themes allow you to play with new creative directions or collaborate with artists and designers in ways that wouldn’t work for year-round stock.
Oldham Athletic’s On-Demand Seasonal Strategy
When Oldham Athletic wanted to create fresh, limited-edition merchandise for fans, they turned to Merchr, The Souvenir Collection’s sister company, to explore the possibilities of print-on-demand.
Working with Merchr, Oldham created timely, themed collections that tied into seasonal events. Fans were able to personalise items, adding names or messages to products and place orders online, even outside the stadium environment. Their 2024 Christmas collection sold particularly well, blending personalised gifts with festive club-themed products.
The flexibility of print-on-demand meant the club could test new designs without the risk of overstock. Merchandise was only produced when ordered, meaning zero waste, zero storage issues, and a scalable way to meet seasonal demand.
This agile approach not only delighted fans, it also helped Oldham tap into multiple retail moments throughout the year, keeping engagement high and opening up fresh revenue streams in between matchdays.
🔗 Read the full story on Merchr’s blog
Five Ways to Make Seasonal Merchandise Work for You
1. Start early
Give yourself time to plan, prototype, and build buzz. Your designs should be ready long before the season kicks off.
2. Create exclusivity
Design ranges that won’t return next year. Whether it’s a commemorative print or a colourway only available for one event, make it feel special.
3. Offer personalisation
Adding names, dates, or messages can turn a souvenir into a keepsake. Platforms like Merchr make this quick, cost-effective, and zero waste.
4. Promote with purpose
Use social media, email, and in-store signage to tease upcoming drops. Show behind-the-scenes glimpses and highlight the countdown.
5. Make it visible
Feature seasonal items front and centre in your retail space. Theming your displays around the event helps create atmosphere and increases dwell time.
Elevate the Experience with Timed-to-Perfection Ranges
Whether you’re a heritage site, a museum, a stadium, or a seasonal event space, limited-edition merchandise adds value to every visit. It reinforces your brand identity, sparks joy in your audience and delivers measurable commercial returns.
Let’s make your next season unforgettable. Get in touch today! 👉 https://thesouvenircollection.com/contact/