Gifts Novelty and Souvenirs Market Size, Share, Growth, and Industry Analysis, By Types (Souvenirs and Novelty, Seasonal Decorations, Greeting Cards, Giftware, Others), By Applications (Online Retail, Offline Retail) , and Regional Insights and Forecast to 2035

Gifts Novelty and Souvenirs Market Size

The Global Gifts Novelty and Souvenirs Market size was USD 97.98 billion in 2025 and is projected to touch USD 100.63 billion in 2026, further reaching USD 103.35 billion in 2027 and remaining at USD 103.35 billion by 2035. The market is expected to exhibit a CAGR of 2.7% during the forecast period from 2026 to 2035. Growth momentum is supported by rising gifting culture, tourism-driven souvenir demand, and increasing personalization trends. Nearly 61% of overall demand is linked to occasion-based gifting, while customized and novelty products influence around 48% of purchasing decisions. Digital retail penetration contributes over 47% of total transactions, reinforcing steady market expansion supported by diversified product offerings and stable consumer engagement.

The US Gifts Novelty and Souvenirs Market demonstrates consistent growth driven by strong consumer spending and seasonal gifting habits. Approximately 64% of consumers participate in holiday and celebration-based gifting, sustaining regular demand cycles. Personalized gift adoption has increased by nearly 42%, while corporate gifting contributes around 31% of total consumption. Online channels account for almost 58% of purchases, supported by convenience and product variety. Souvenir demand linked to domestic travel represents close to 36% of market activity, reinforcing steady growth supported by retail innovation and experiential shopping preferences.

Key Findings

• Market Size: The market reached $97.98 billion in 2025, $100.63 billion in 2026, and $103.35 billion by 2035, growing at 2.7%.
• Growth Drivers: Occasion-based gifting 61%, personalized products 48%, corporate gifting 31%, tourism-linked demand 36%, impulse purchases 33%.
• Trends: Online retail 47%, eco-friendly products 39%, customizable designs 44%, licensed merchandise 26%, premium packaging influence 29%.
• Key Players: American Greetings, Card Factory, Hallmark, Spencer Gifts, Alibaba Group & more.
• Regional Insights: North America 32%, Europe 27%, Asia-Pacific 29%, Middle East & Africa 12%, driven by gifting culture and tourism demand.
• Challenges: Price sensitivity 46%, seasonal sales concentration 59%, supply delays 35%, product similarity 49%, inventory risk 31%.
• Industry Impact: Employment contribution 41%, SME participation 34%, digital transformation 45%, sustainability adoption 37%.
• Recent Developments: Customization launches 41%, eco-products 36%, omnichannel strategies 45%, digital printing adoption 38%.

The Gifts Novelty and Souvenirs Market continues to evolve through emotional value creation and experiential consumption. Around 52% of buyers prioritize sentiment over price, strengthening demand for unique and meaningful products. Cultural diversity supports varied product designs, while nearly 35% of consumers prefer locally inspired souvenirs. Innovation in packaging and design impacts about 29% of buying behavior, enhancing product appeal. The market’s resilience is reinforced by consistent gifting occasions, tourism recovery, and rising demand for personalized, sustainable, and experience-oriented novelty products across global regions.

Gifts Novelty and Souvenirs Market Trends

The Gifts Novelty and Souvenirs Market is experiencing strong transformation driven by evolving consumer behavior, personalization demand, and experiential gifting preferences. Customized and personalized gift products account for nearly 45% of total consumer preference, reflecting a clear shift away from generic gifting options. Souvenir purchases linked to travel and tourism contribute approximately 38% of overall demand, supported by increasing domestic travel and cultural tourism activities. Online retail channels now represent over 52% of total gift and novelty product purchases, highlighting the rapid penetration of e-commerce platforms and mobile shopping behavior. Sustainable and eco-friendly gift items have gained traction, with nearly 41% of consumers preferring recyclable, biodegradable, or ethically sourced souvenir products. Seasonal and occasion-based gifting remains dominant, accounting for almost 60% of total sales volume, driven by festivals, celebrations, and corporate events.

Corporate gifting continues to expand, representing around 28% of total market consumption, supported by branding-focused merchandise and promotional novelty items. Impulse buying plays a crucial role, as approximately 33% of souvenir purchases are unplanned and influenced by in-store displays and destination-themed merchandising. Additionally, licensed and pop-culture-themed novelty products capture nearly 26% of youth-driven demand, supported by entertainment franchises and collectibles. The integration of digital printing and rapid design customization has improved production efficiency by over 35%, enabling faster turnaround times and lower wastage. These trends collectively position the Gifts Novelty and Souvenirs Market as a dynamic, consumer-driven industry with strong diversification and product innovation momentum.

Gifts Novelty and Souvenirs Market Dynamics

OPPORTUNITY

Growth in Personalized and Experience-Based Gifting

The Gifts Novelty and Souvenirs Market is witnessing strong opportunity driven by the growing preference for personalized and experience-based gifting. Nearly 47% of consumers show higher purchase intent for customized gifts such as engraved souvenirs, printed memorabilia, and themed novelty items. Experience-linked souvenirs, including destination-specific collectibles and cultural artifacts, influence around 36% of buyer decisions. Social media-driven gifting inspiration impacts approximately 42% of consumers, increasing demand for visually appealing and unique novelty products. Additionally, small-scale artisans and customized gift providers have seen participation rise by nearly 33%, supported by flexible production and digital customization tools, creating scalable growth avenues across retail and online channels.

DRIVERS

Rising Demand for Occasion-Based and Corporate Gifting

A key driver of the Gifts Novelty and Souvenirs Market is the consistent rise in occasion-based and corporate gifting demand. Festival and celebration-related gifting accounts for nearly 61% of total market demand, supported by cultural events and personal milestones. Corporate gifting contributes approximately 29% of consumption, driven by branding initiatives and employee engagement programs. Novelty merchandise used for promotions influences about 34% of bulk purchasing decisions. Additionally, premium packaging and themed gift sets increase buyer attraction by nearly 27%, reinforcing the role of presentation and emotional value in driving sustained market demand.

RESTRAINTS

"High Price Sensitivity and Seasonal Demand Dependency"

The Gifts Novelty and Souvenirs Market faces restraints due to pronounced price sensitivity and uneven seasonal demand. Approximately 46% of consumers actively seek discounted or value-based gift options, limiting adoption of premium novelty products. Seasonal occasions contribute close to 59% of total sales volume, creating demand concentration within limited periods. During off-peak seasons, inventory holding challenges affect nearly 31% of retailers, increasing stock obsolescence risk. Additionally, low-cost mass-produced souvenirs influence around 38% of purchasing behavior, reducing margin flexibility for specialized and handcrafted product suppliers.

CHALLENGE

"Product Differentiation and Supply Chain Inefficiencies"

One of the major challenges in the Gifts Novelty and Souvenirs Market is maintaining product differentiation amid intense competition and supply chain constraints. Nearly 49% of market participants offer similar designs, making brand distinction increasingly difficult. Rapid trend shifts result in design relevance decline for approximately 26% of novelty items. Supply chain disruptions impact around 35% of manufacturers, affecting production timelines and fulfillment reliability. Furthermore, logistics inefficiencies lead to delayed deliveries in nearly 28% of online gift orders, impacting customer satisfaction and repeat purchase potential.

Segmentation Analysis

The Gifts Novelty and Souvenirs Market demonstrates diversified segmentation across product types and applications, reflecting varied consumer purchasing behavior and distribution preferences. The global Gifts Novelty and Souvenirs Market size was USD 97.98 Billion in 2025 and is projected to reach USD 100.63 Billion in 2026, further expanding to USD 103.35 Billion by 2035, exhibiting a CAGR of 2.7% during the forecast period. Segmentation by type highlights strong demand for souvenirs, giftware, and greeting cards driven by cultural events, tourism activities, and emotional gifting trends. Application-based segmentation indicates a gradual shift toward digital channels while offline retail continues to play a critical role in impulse buying and experiential shopping. Each segment contributes uniquely to overall market stability and long-term growth.

By Type

Souvenirs and Novelty

Souvenirs and novelty products remain a core segment due to their strong association with tourism, travel memories, and cultural identity. Nearly 42% of consumers prefer destination-themed souvenirs that represent local heritage and craftsmanship. Impulse purchases contribute approximately 34% of total demand in this segment, supported by airport stores, tourist attractions, and specialty gift shops. Collectible novelty items and pop-culture-themed merchandise influence around 27% of younger buyers, enhancing repeat purchase behavior.

Souvenirs and Novelty accounted for approximately USD 41.15 Billion in 2025, representing nearly 42% of the total market share, and this segment is expected to grow at a CAGR of 2.9% during the forecast period, driven by tourism-linked spending and experiential gifting trends.

Seasonal Decorations

Seasonal decorations are closely tied to festivals, celebrations, and cultural events, contributing significantly to short-term demand spikes. Around 58% of households purchase decorative items during festive periods, boosting volume sales. Reusable and eco-friendly decorations influence nearly 33% of buyer decisions, while themed décor collections enhance basket value by approximately 26%. Demand concentration during peak seasons continues to define this segment’s purchasing pattern.

Seasonal Decorations generated nearly USD 17.64 Billion in 2025, accounting for about 18% market share, and the segment is projected to grow at a CAGR of 2.5%, supported by cultural festivities and seasonal celebrations.

Greeting Cards

Greeting cards maintain relevance through emotional expression and occasion-based gifting. Approximately 49% of consumers include greeting cards with gifts for personal milestones such as birthdays and anniversaries. Customized and premium cards influence nearly 31% of purchases, while digital-inspired designs have improved engagement by about 22%. Despite digital communication growth, physical cards retain sentimental value.

Greeting Cards contributed around USD 13.72 Billion in 2025, representing close to 14% of the total market share, and this segment is expected to grow at a CAGR of 2.1% due to continued emotional and cultural significance.

Giftware

Giftware products such as home décor, figurines, and utility-based gifts appeal to both personal and corporate buyers. Approximately 37% of consumers prefer functional giftware items with aesthetic value. Corporate gifting accounts for nearly 29% of giftware demand, driven by branding and relationship management. Premium packaging enhances perceived value for about 24% of buyers.

Giftware accounted for nearly USD 19.60 Billion in 2025, holding around 20% market share, and is anticipated to grow at a CAGR of 2.8% due to increased corporate and premium gifting demand.

Others

The others segment includes customized merchandise, collectibles, and niche novelty items catering to specific interests. Around 21% of consumers seek niche or limited-edition products, supporting innovation in this segment. Social-media-driven trends influence approximately 35% of purchases, encouraging experimentation and design diversification.

The Others segment generated approximately USD 5.87 Billion in 2025, representing about 6% market share, and is expected to grow at a CAGR of 2.6% driven by niche demand and personalization trends.

By Application

Online Retail

Online retail continues to gain traction due to convenience, wider product selection, and customization options. Nearly 54% of consumers prefer online platforms for purchasing gifts and novelty items, influenced by home delivery and personalization tools. Social media advertisements impact around 41% of online purchases, while user reviews influence nearly 36% of buying decisions.

Online Retail accounted for approximately USD 46.05 Billion in 2025, representing nearly 47% of the total market share, and this segment is expected to grow at a CAGR of 3.4%, supported by digital engagement and e-commerce penetration.

Offline Retail

Offline retail remains critical for experiential shopping and impulse purchases. About 53% of souvenir and novelty purchases occur in physical stores, driven by tactile experience and immediate availability. Tourist locations contribute nearly 39% of offline sales, while festive pop-up stores increase seasonal footfall by approximately 28%.

Offline Retail generated around USD 51.93 Billion in 2025, accounting for nearly 53% of market share, and is expected to grow at a CAGR of 2.1% due to sustained demand from physical retail environments.

Gifts Novelty and Souvenirs Market Regional Outlook

The global Gifts Novelty and Souvenirs Market reached USD 97.98 Billion in 2025 and expanded to USD 100.63 Billion in 2026, with expectations to reach USD 103.35 Billion by 2035, reflecting a CAGR of 2.7% during the forecast period. Regional performance varies based on tourism intensity, cultural traditions, and retail infrastructure. North America, Europe, Asia-Pacific, and Middle East & Africa collectively account for 100% of the market, with each region contributing distinct consumption patterns and growth drivers.

North America

North America represents approximately 32% of the global market share, driven by strong consumer spending and established gifting culture. High demand for seasonal decorations and corporate gifting contributes nearly 46% of regional consumption. Personalized gifts influence around 38% of buyers, while online retail penetration exceeds 58%. North America accounted for approximately USD 32.20 Billion in 2026, supported by festival-based gifting and premium novelty products.

Europe

Europe holds close to 27% of the global market share, supported by cultural tourism and heritage souvenirs. About 41% of purchases are linked to travel and destination experiences. Eco-friendly and artisanal products influence nearly 35% of buyers, while greeting cards remain popular for personal occasions. Europe accounted for approximately USD 27.17 Billion in 2026, driven by tradition-oriented gifting and seasonal celebrations.

Asia-Pacific

Asia-Pacific accounts for nearly 29% of the global market share, driven by population density and cultural festivities. Festival-related gifting contributes around 52% of regional demand, while novelty items linked to pop culture influence nearly 33% of buyers. Online channels contribute approximately 49% of sales volume. Asia-Pacific accounted for about USD 29.18 Billion in 2026, supported by rapid urbanization and digital adoption.

Middle East & Africa

Middle East & Africa represents around 12% of the global market share, driven by tourism, religious events, and cultural gifting traditions. Souvenir demand linked to pilgrimage and travel accounts for nearly 44% of regional sales. Premium giftware influences about 28% of buyers, while offline retail dominates with nearly 61% share. The region accounted for approximately USD 12.08 Billion in 2026, supported by tourism-driven consumption and cultural gifting practices.

List of Key Gifts Novelty and Souvenirs Market Companies Profiled

Investment Analysis and Opportunities in Gifts Novelty and Souvenirs Market

Investment activity in the Gifts Novelty and Souvenirs Market is steadily increasing, driven by product personalization, sustainable materials, and omnichannel retail strategies. Nearly 46% of investors prioritize companies offering customized and print-on-demand gifting solutions, reflecting strong consumer preference shifts. Eco-friendly product portfolios attract approximately 39% of new investment interest due to rising awareness of sustainable consumption. Digital-first gift brands account for about 34% of venture funding focus, supported by higher customer engagement and scalable logistics.

Additionally, tourism-linked souvenir investments contribute close to 28% of capital allocation, driven by destination merchandising and experiential retail formats. Emerging markets receive nearly 31% of expansion-related investments as gifting culture broadens across urban and semi-urban populations. These factors collectively highlight strong long-term investment potential across product innovation, retail digitization, and sustainable gifting segments.

New Products Development

New product development in the Gifts Novelty and Souvenirs Market is centered on personalization, sustainability, and experiential value. Nearly 44% of manufacturers have introduced customizable designs, including engraved, printed, and theme-based gift products. Sustainable materials are now used in approximately 37% of newly launched gift items, driven by consumer demand for eco-conscious alternatives. Smart gifting concepts, such as QR-enabled greeting cards and interactive souvenirs, influence around 22% of innovation pipelines.

Limited-edition and collectible product launches account for nearly 29% of new offerings, targeting impulse buyers and younger demographics. Additionally, multifunctional giftware products contribute about 26% of development activity, improving utility and perceived value. These innovation trends continue to reshape product portfolios and enhance competitive differentiation.

Recent Developments

• Manufacturers expanded personalized gifting portfolios in 2024, with nearly 41% increasing customization options across greeting cards and novelty items. This development improved customer engagement levels by approximately 27% and strengthened repeat purchase behavior.

• Sustainable product launches increased significantly, with around 36% of companies introducing recyclable or biodegradable souvenir materials. Consumer acceptance for eco-friendly gifting rose by nearly 33%, supporting long-term brand loyalty.

• Digital printing adoption accelerated in 2024, with about 38% of manufacturers integrating advanced printing technologies. This reduced production turnaround time by approximately 24% while enhancing design flexibility.

• Omnichannel retail strategies were strengthened, as nearly 45% of companies improved online-to-offline integration. This resulted in a 29% increase in cross-channel purchasing behavior among consumers.

• Licensing and pop-culture collaborations expanded, accounting for nearly 21% of new novelty product launches. These collaborations increased youth-driven demand by approximately 32% in specialty gift categories.

Report Coverage

This report provides comprehensive coverage of the Gifts Novelty and Souvenirs Market, analyzing key market dynamics, segmentation, regional performance, competitive landscape, and strategic developments. Strength analysis highlights that approximately 52% of market demand is driven by occasion-based and emotional gifting, supported by strong cultural relevance. The market benefits from diversified product offerings, with nearly 48% of consumers favoring personalized and customized items. Weakness analysis indicates that around 44% of consumers remain highly price-sensitive, limiting premium product adoption and impacting margin expansion.

Opportunity assessment reveals that digital retail and personalization collectively represent nearly 46% of future growth potential, driven by evolving shopping behavior and customization demand. Threat analysis identifies intense competition, with nearly 49% of vendors offering similar product designs, increasing the risk of commoditization. Additionally, supply chain inefficiencies affect approximately 35% of manufacturers, influencing delivery reliability. Overall, the report delivers a structured evaluation of market positioning, risks, and growth avenues using a balanced SWOT framework supported by percentage-based insights.