Every gift shop visitor comes with a slightly different mindset. Some arrive with a purpose, a clear idea of what they want to take home. Others wander in “just for a look” and end up walking out with a mug, tea towel, or notebook they hadn’t planned on buying.
The best shops succeed because they understand the difference between impulse and intention and design their ranges, layouts, and pricing to serve both.
🛍️ The Intention Shopper
Intention-driven shoppers are purposeful. They may be looking for:
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A specific product (“I always buy a mug when I visit a new place”).
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A special gift for someone at home.
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A practical item they can use daily, like a tote bag or water bottle.
How to win them over:
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Clarity: Make it easy to find staple formats like drinkware, textiles, and stationery.
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Quality cues: Premium finishes, eco-friendly credentials, and thoughtful packaging reassure them that they’re making the right choice.
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Storytelling: Clear signage and product copy (“Inspired by our historic gardens”) reinforce the meaning behind the purchase.
⚡ The Impulse Shopper
Impulse buyers didn’t come in planning to buy, but they’ll do so if something catches their eye. They’re often swayed by:
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Low price points (pens, postcards, magnets).
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Visual impact - bold displays or colourful designs.
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Convenience - products placed near tills or exit routes.
How to convert them:
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Till-side treasures: Small items under £10 are perfect for impulse decisions.
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Bundles: “3 for 2” deals encourage quick, multiple purchases.
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Playfulness: Bright colours, fun designs, or seasonal novelties create irresistible moments of joy.
🔀 Designing for Both
A strong gift shop needs a mix of both strategies:
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Front-of-shop and dwell zones should showcase intentional products, the items visitors came looking for.
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Tills and exit paths should maximise impulse opportunities with small, affordable add-ons.
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Themed displays can work for both: a “Tea at Home” table might feature a premium teapot (intention) alongside coasters and tea towels (impulse).
This dual approach ensures no visitor leaves empty-handed, whether they came with a shopping list or just curiosity.
✅ The Takeaway: Balance Is Best
Impulse and intention are two sides of the same retail coin. Shops that design with both in mind create smoother journeys, higher basket sizes, and more satisfied visitors.
At The Souvenir Collection, we help attractions build ranges that appeal to every type of shopper, from the purposeful gift-seeker to the spontaneous browser.
