Every store owner in a tourist town asks me the same question sooner or later: what’s actually selling?
I want to be straight about how I answer it. I’m not going to give you a league table of sales figures, because what sells in one town can sit on the shelf in the next. What I can tell you is which categories I carry for my stockists, why those categories keep earning their place on the shelf, and how I’d think about the mix for different kinds of stores. Treat this as my view of the ranges, not a sales report.
The classics keep their place for a reason
Some souvenirs have been around for as long as I’ve been in this trade, and that’s since 1979. They last because they do the job a souvenir needs to do: they’re small, easy to pack, easy to give, and they say where you’ve been.
- Magnets. Destination magnets are about as close to a universal souvenir as there is. They’re light, they suit almost any price-conscious buyer, and they fit a spinner on a small counter. Local Bloke and Souvenirs Australia both make destination-branded magnets, and there’s more on the souvenir magnets page.
- Keyrings, teaspoons and badges. These are Sundowner Souvenirs’ territory, and they’ve been making them for more than 40 years. Collectors buy them, and so do people who just want something small to take home.
- Tea towels and calendars. Flat, light and easy to post to the relatives. See wholesale tea towels.
- Soft toys. Kangaroos, koalas and friends, a staple for families and international visitors alike.
Things visitors use while they’re here
The other big group isn’t a keepsake at first. It’s something a visitor needs today, which happens to have the town name on it.
Kato Designs on the Gold Coast has been building exactly this kind of range since 2001: hats of every kind, polarised and fashion sunglasses, beach bags, rashies, towels and slides. Someone who forgot their hat at home buys one on day one, wears it for the week, and takes it home as a souvenir. That’s why I sell these into pharmacies, surf shops and fashion boutiques as well as gift shops. Have a look at souvenir hats and souvenir T-shirts for more.
Something a bit more decorative
For stores with more shelf space, or customers who want something to display, Local Bloke does resin souvenirs, figurines and coasters. These suit gift and souvenir shops, attractions and visitor centres, where people expect to browse rather than grab and go.
What suits your type of store
I supply 227 stockists, and they’re a mixed bunch. Pharmacies and newsagencies outnumber gift shops on my list. Here’s roughly how I think about the mix, as a starting point rather than a rule:
| Type of store | Categories that usually fit |
|---|---|
| Pharmacy (37 of my stockists) | Hats, sunglasses, magnets and small items near the counter |
| Newsagency (33) | Magnets, keyrings, calendars, tea towels and small gifts |
| Gift and souvenir shop (27) | The full spread, including figurines, soft toys and clothing |
| Visitor information centre (14) | Destination magnets, keyrings, badges, teaspoons, local-themed gifts |
| Fashion boutique (12) and beachwear/surf (8) | Hats, sunglasses, beach bags, rashies, towels, slides |
| Tourist attraction (6) | Custom or attraction-branded ranges, plus the classics |
Every store is different, so I always look at who walks through your door and how much room you’ve got before suggesting anything.
Why the place name matters
Visitors buy things that remind them of where they’ve been. A town or region name on a product often turns a nice item into a souvenir, and that’s why so much of what I carry is destination-branded. Sundowner also builds custom ranges for attractions, so a park or museum can have products that belong only to them.
My family has been in the business of capturing places since the Rose Series photographs and postcards of 1880, so I’ve always believed in this. You can read more about the Rose Stereograph story.
Refreshing a range without overcommitting
You don’t need to change everything every season. A few habits help:
- Keep the core lines in stock. Magnets, keyrings and anything with your town’s name on it should never run out in your busy months.
- Try new lines in small numbers. Add a few new things each season and reorder the ones that move.
- Match your season. A store in the tropics and a store on the south coast peak at different times. There’s more in my piece on planning stock around the tourist seasons.
- Look at what other stores like yours carry. Because I call on so many towns, I can usually tell you what a store of your type and size tends to range.
If you run a store
If you want a fresh look at your souvenir range, I’m happy to help. I’ll bring catalogues and trade pricing, and we can work out a mix that suits your customers and your shelf space.
Book a visit, ask for range advice or see the products I can bring you.
If you make or import a product
If your range fits any of the categories above, or fills a gap in them, I’d like to hear about it. I cover all of Australia for every brand I represent, and my stockists range from pharmacies to visitor centres, so I can tell you honestly where your products are likely to sit.
See how representation works, or get in touch about your range.