People love zoos for the variety of animals and wildlife that live there, but each zoo has at least one thing that sets it apart and those differentiating factors can be harnessed inside the gift shop.
In St. Paul, Minnesota, Como Park Zoo & Conservatory welcomes roughly 2 million visitors each year. Popular animal exhibits include the polar bears, giraffes, sloths, gorillas and more. The park’s 109-year-old Victorian-style conservatory and Japanese gardens are also star features. The attractions are also free, which is a big draw for tourists and locals alike.
“Because we’re free, a lot of families come. Sometimes they’ll come multiple times in a summer,” says Sheila Wewers, associate director of retail operations at Como Friends - Garden Safari Gifts.
On the north side of Chicago, Lincoln Park Zoo is like an oasis in the middle of the city.
“The biggest thing that differentiates us is our location,” shares Nicole Raidl, store director for Event Network at Lincoln Park Zoo. “It truly is the location, being right there on the beach, and in a setup that every time somebody comes from out of town, they are shocked at what this is.”
Raidl says guests are also surprised to find out the zoo is a free attraction.
“‘For Wildlife. For All.’ is our tagline. The zoo is supposed to be here for everyone,” she comments. “It’s a cultural experience where everyone can come and gather in the middle of the city.”
Lincoln Park Zoo’s gift shop shows off all its sloth-themed merchandise, including T-shirts, hats, mugs and an oversized sloth plush toy.
ZooWorld Zoological and Botanical Conservatory in Panama City Beach, Florida, is small, but Assistant Park Director Jadena Terrell says people love coming to the zoo for the up-close animal experiences it offers.
“We pride ourselves on being very immersive,” she says.
With something unique at every zoo, these destination retailers strive to highlight these things that set them apart in their retail operations and stock souvenirs that tie to the popular animals and experiences on-site.
Terrell adds, “We always have something that ties in with the experiences at the zoo so you can take home that memory with you.”
Animals and the environment
Since ZooWorld guests love the park’s up-close animal experiences, Terrell says she always carries plenty of merchandise featuring animals that are part of those experiences. The zoo offers guests up-close experiences with capybara, lemurs, sloths, kangaroos and alligators. Plush is the perfect souvenir for guests who want a cuddly version of the lemur or sloth they got to meet, Terrell adds.
“Our No. 1 seller is plush all day, every day,” she says. “Our most popular plush fall in line with our up-close animal experiences.”
Another way guests can bring animals home with them is through special adoption programs. Raidl shares that Lincoln Park Zoo’s animal adoption program is “a big hit with the locals.” For $65, guests can adopt an animal, receive a photo of that animal, a special plush and a thank-you letter from the zoo.
“We have locals that come in and buy that as a birthday present, anniversary gift, new baby gift,” says Raidl.
Zoo shoppers also appreciate when souvenirs give back to animals and the planet. Raidl notes that Event Network recently debuted its Wearsponsible organic apparel line, which is popular with local guests as well.
Plush is always popular at zoo gift shops. The Como Park Zoo & Conservatory gift shop has a big pyramid of plush for its customers.
According to Event Network, Wearsponsible apparel is fully traceable from seed to sew, ensuring that every step of the process is reviewed and audited for its environmental and social impact. The company says every garment is Fair Labor Certified, which means that audited systems are in place to ensure safe and fair labor standards are met and that programs are implemented to improve conditions within the supply chain.
Wewers adds that bestselling merchandise must tie into animals at the zoo and conservation themes. She notes that the polar bear is a fan favorite at Como Park Zoo & Conservatory, as she features these lovable bears on T-shirts, hoodies, magnets and more.
“Some of our bestselling items feature the animals we have here, and our polar bears are always a hit,” she says. “It all goes back to creating empathy for animals and just bringing that conservation message in. Just because we don’t currently have that animal at our zoo doesn’t necessarily mean that we can’t bring awareness to that animal.”
Tied to trends
Zoo retailers also like to keep a pulse on trending animal themes. Some trending animals this year include capybara, axolotl and red pandas.
ZooWorld might not feature any live axolotl, but Terrell says she has a display of all-things axolotl that constantly sell.
She adds, “Yes, my priority is stocking merchandise of animals that we have here, but some people just really love red pandas, they love axolotls and they want that item.”
Personalized souvenirs also interest guests at ZooWorld’s shop. Terrell says people seem to love personalized zipper pulls that feature the zoo logo and individuals’ names.
“I had not seen those until last year at The Gathering, and it’s sold very well for us,” she says.
Reusable drinkware and stickers are also big categories at Como Park Zoo’s gift shop.
“I think our most popular souvenir right now might be stickers,” says Wewers. “Everyone has a place for a sticker, whether it’s on their drinkware, their computer. Reusable drinkware also remains strong, with our fastest-selling item being a shot-glass version of stainless drinkware. We sold out of those! They look like full-size adult stainless coffee tumblers with straws.”
Raidl shares that other Event Network attractions have had success selling shot-glass sized versions of stainless drinkware as well, so Lincoln Park Zoo should be debuting its own version soon.
“These are ‘the’ hot new item,” she says. “They have 100% sell through, especially in pretty pastel colors.”
Unique to the zoo
In addition to carrying products with lovable animal themes and the latest trends, zoo retailers like to have merchandise unique to them either by including the zoo’s name drop or some local- made merchandise.
Raidl says Lincoln Park Zoo’s gift shop carries locally made Chicago-themed souvenirs to appeal to tourists who want to remember their time in the city as well as the zoo.
“We carry some Chicago-based things like Garrett’s Popcorn,” she explains. “If people are short on time and don’t have time to get to Garrett’s, we have that and can share that experience with them.”
For one-of-a-kind souvenirs, Lincoln Park Zoo also hired an in-house graphic designer who has made zoo-themed designs for T-shirts, magnets, hats, keychains and pin sets. Raidl notes that the graphic designer made a playful T-shirt and magnet set where popular zoo animals are on a “Zoo-m” call, which has been a hit with customers.
Zoo guests appreciate name-dropped merchandise. Wewers notes that “almost everything” in the Como Park Zoo & Conservatory gift shop has a name drop.
T-shirts and other apparel at ZooWorld feature the zoo logo and popular zoo animals.
“Name-drop items have surged for us,” she says. “It’s huge in popularity over the last few years. There’s a desire to have name drop on nearly everything. Even plush has it, drinkware, stickers. Just about everything if we can get it.”
She adds, “People want that souvenir that says our name. There’s that sentimental connection people are making to our facility. It’s also great for us to get our name out.”
Terrell shares that all of ZooWorld’s merchandise is name dropped with the exception of plush and jewelry.
Including the name also helps to promote the destination, she says. “We want our name on anything that guests can reuse so that eventually everyone can see that.”
Tips to find trends
Capybara and axolotl might be particularly popular animals this year, but preferences change from year to year. Finding souvenirs that have high sell through requires some research.
Terrell suggests destination retailers talk with their guests to find out what themes and merchandise appeal most to them.
“Spend time talking to your guests — find out their favorite animal while they’re here,” she says. “Those favorites are items that I try to bring in. That’s how I know capybara sells for us — I knew it would from talking to the guests multiple times.”
Wewers says it’s important to be open to seeking new souvenir trends and preferences. She suggests talking with vendors about trends as well as reading industry magazines, attending trade shows and talking with other retailers.
She advises, “Stay cognizant of what’s out there in the retail world and leading trends — whether that’s certain colors or items — just be aware and open to new ideas.”
