Gift, Novelty & Souvenir Stores Industry Overview

  • SIC Code5947
  • NAICS Code453110

Industry Excerpt

Companies in this industry operate physical retail stores specializing in gifts, novelty items, greeting cards, and souvenirs. Major US companies include Disney Stores (a division of The Walt Disney Company), Hallmark, Schurman Retail Group (aka Papyrus), and Spencer Gifts (all based in the US), as well as Card Factory (UK), kikki.K (Australia), and NBC Stationery & Gift (Singapore).

Competitive Landscape

Consumer spending, special occasions, and tourist travel drive demand. The profitability of individual companies depends on effective merchandising and the ability to generate store traffic. Large companies have advantages in purchasing, distribution, and marketing. Small companies can compete effectively by selling specialty products, providing superior service, or delivering a unique customer experience. The US industry is fragmented: the top 50 companies account for about 35% of sales.

Products, Ops & Technology

Major products sold by gift stores include souvenirs and novelty items (about 25% of sales), seasonal decorations (15%), and greeting cards (10%). Novelty items include gift baskets and pre-filled balloons. Seasonal decorations include decorative cups, plates, and napkins. Gift stores may also sell home accessories and provide services such as gift-wrapping and delivery.
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