When curating a retail range for your attraction, it’s natural to focus on the visitor experience, what will remind guests of their day, what reflects your story, and what brings your brand to life. But there’s a second, often more powerful purchase driver at play in your shop: gifting.

Many customers aren’t just buying for themselves. They’re buying a thoughtful keepsake for a grandchild, a token for a colleague, or a surprise for a friend who couldn’t join the trip. In fact, “giftability” is one of the most overlooked yet most profitable filters for souvenir selection.

In this blog, we’ll explore what makes a souvenir giftable, how to design with the giver in mind, and why giftability can elevate your entire product strategy.

🎯 Why Giftability Matters in Souvenir Retail

Gift shops are, by nature, emotional spaces. They’re full of meaning, memory, and impulse. But while personal souvenirs evoke nostalgia, gifts add another layer: thoughtfulness. A souvenir given to someone else must be more than just a memory; it needs to feel appropriate, valuable, and easy to give.

Here’s why it pays to prioritise giftability:

• Increases basket size: One item for me, one for them.
• Broadens appeal: A mug might not suit a solo traveller, but as a gift? Perfect.
• Boosts storytelling: Products with a tale to tell are more shareable and cherished.

🎁 What Makes a Souvenir Giftable?

1. Portable

Small, flat, and easy to tuck into a bag, ideal for travellers on trains, coaches or planes.

2. Appropriately Priced

Most “just because” gifts sit in the £5–£15 range, affordable, but still meaningful.
Sweet spot: Under £10 for token items, up to £15–20 for practical or beautifully designed pieces.

3. Easy to Explain

The gift should “make sense” quickly, whether it reflects the destination, has an obvious use, or tells a clear story.
Tip: Include subtle story cues in your product or signage (e.g. “Inspired by our stained-glass windows”).

4. Pre-packaged or Ready to Wrap

A stickered box, kraft sleeve, belly band or printed pouch makes gifting simpler and adds perceived value.
Even a printed tissue wrap or reusable bag can elevate a product.

🧠 Designing for the Gift-Giver’s Mindset

When visitors buy for others, they subconsciously ask:

• Will this make them smile?
• Will they know I thought of them?
• Will they use it?

Products that answer these questions often:

• Feature universal appeal (e.g. attractive illustrations, soothing scents, novelty value)
• Include a bit of storytelling (e.g. site map motif or historical facts)
• Are usable or decorative

At TSC, we often work with clients to design souvenir ranges that consider both the buyer and the recipient, delivering on both memory and meaning.

🛍️ Final Thought

Your gift shop isn’t just a place for personal souvenirs, it’s a stage for generosity, memory-sharing, and thoughtfulness. When you curate your range with giftability in mind, you multiply your appeal and maximise every purchase opportunity.

Ready to design products that make perfect presents? Get in touch