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
