Embrace some squishy sensations

Move over, matte finishes and cold marble. The retail world is losing its edge — literally. Enter the gummy aesthetic as a hyper-tactile, translucent and delightfully bouncy trend that is turning all kinds of products into sensory playgrounds.

If your gift shop’s current inventory feels a bit too “grown-up,” it might be time to embrace the squish.

The science of the squeeze

Lately, many people have been obsessed with things that feel like premium gelatin. You may have seen this with popular squishy phone cases or bracelets that feature a gelatin-like texture. This desire is a direct rebellion against our glass-screen existence. Gen Z and Millennials are navigating a world of high-definition digital fatigue, and they are hungry for ASMR-style tactile feedback.

According to Pinterest Predicts 2026, searches for the “jelly candy aesthetic” have skyrocketed by 100%. Meanwhile, jelly blush — makeup you can bounce a finger off of — is up 130%.

"By stocking items that prioritize feel over function, your store can be part of the sensory reset."

For the modern gift buyer, the squish of a translucent tote bag provides a hit of dopamine and a bit of nostalgia all wrapped up in one.

From beauty to decor

Squish toys have been popular for a while, and kids can’t resist a positive sensory experience with fidget squishies and slimes. But the demand for squishable goods isn’t just about tactile toys. People of all ages can appreciate the squish sensation.

Some popular gummy goods include:

• Jelly-textured tech: Phone cases that feel like soft gummy bears
• Rubberized jewelry: Matte, flexible necklaces and rings in playful colors
• Bouncy home decor: Silicone lamps and translucent, liquid-looking acrylic trays
• Sweet tips: Candy covered press-on nail designs

Winning the impulse buy

For souvenir and gift store owners, the gummy trend is an impulse-buy gold mine. These items are inherently giftable because they can also be easily shared. When someone buys a gummy-textured keychain, it’s meant to be shared. You hand that keychain to a friend and say, “You have to feel this.”

To capitalize on the gummy rush, embrace translucency and flexibility. Look for items that play with light. Think sea-glass finishes and neon gels that look good enough to eat.

In a world that feels increasingly hard, consumers want to buy something soft. By stocking items that prioritize feel over function, your store can be part of the sensory reset.

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Melody Caban is founder of Melody CabAn Consulting, a Latina-owned consulting service that cracks an urgent problem facing museums. Learn more at www.melodycabanconsulting.com.