Offering classic destination-themed art along with intriguing signs can help destination retailers develop a strong-performing category with good profit margins.
As the old saying goes, a picture is worth 1,000 words. When a tourist finds an artistic wall print or sign at a gift shop at the end of their vacation, that one souvenir just might capture the essence of their vacation in one frameable canvas.
Tourists also love to commemorate the fun and laughter they experienced on vacation, so decorative signs and prints with humorous sayings are also keepsakes people might want to take home. Themed signs — think Bigfoot, Route 66 or some popular sports teams — also appeal to customers who want a gift or basic decor to hang up at home.
When destination retailers carry a wide array of wall art and signs, the category can be a draw for customers from all walks of life.
 Lining up collectible destination wall prints works well for The Acadia Corp. stores in Bar Harbor, Maine, along with mixing souvenir signs into merchandise display tables. Cater to the destinationA mix of artistic watercolor prints and name-drop souvenir wall art can be found at the different gift shops owned by The Acadia Corp. in Bar Harbor, Maine. The company operates eight gift and souvenir stores around Acadia National Park, and Retail Buyer Amy Sundberg says these souvenir prints are often popular, selling year after year.
“We stay true to a core collection of bestselling images season after season, just updating the name-drop typography once in a while, and supplementing with a few new designs to keep the displays fresh,” says Sundberg.
Top sellers include 8-inch by 12-inch prints by Lantern Press that feature iconic Acadia National Park spots. She says these custom images often evoke a sense of place for customers to take home as a memory and share with others.
Aaron Morris, CEO of Lantern Press, says the best wall prints need to capture iconic moments from whatever destination it’s representing.
“Our art resonates because we capture the big moments that say, ‘we were there,’” he explains. “It could be a print of the sun rising behind a mountain peak with a bear in the distance. It should capture a good memory.”
Cute name-drop signs are bestsellers for Up North, a gift and souvenir store in Pittsburg, New Hampshire. Co-Owner Kelly Dabilis notes that Pittsburg is a popular tourist destination for hikers as well as ATV and snowmobile riders. She says the gift shop has had success both in creating some custom signs as well as partnering with vendors on classic wood block signs.
Dabilis says customers love a sign that says, “I Love You to Pittsburg and Back.”
She adds, “If a saying tugs at your heartstrings, that will work in this category.”
Offer fan favoritesIn addition to destination-specific prints and signs, customers might enjoy seeing signs and decor that feature their favorite themes and teams. Cynthia Powers-Ezell, national sales and marketing manager at Signs 4 Fun, says every region has some themes that will always sell well on merchandise, including signs and art.
“Route 66 items are going to be big in the Southwest and even into Chicago — there’s something nostalgia about it,” she explains. “Then in the Pacific Northwest and in mountainous areas, Sasquatch or Bigfoot is wildly popular. Then depending on the retailer or destination, NFL signs can be big — especially during the regular football season.”
Humorous novelty signs are also a hit for destination retailers, and Powers-Ezell notes that Signs 4 Fun has a wide range of laugh-out-loud signs for retailers.
“People love to laugh — they scour a store to find funny signs that they can relate to themselves or offer as a gift,” she says. “They’re like large, metal greeting cards.”
 Playful sayings and cute graphics sell well on signs and art at Up North in Pittsburg, New Hampshire. When customers walk into Hurricane Dave’s gift shop in Gulf Breeze, Florida, they quickly find some playful decor and funny signs that make them smile.
“We look for fun, unusual things. And people like funny things,” explains Owner Dave Ivey. “One sign is a tropical bird with the saying, ‘Polly Wants a Cocktail.’”
These playful signs displayed toward the front of the store appeal to customers just coming in to browse. When they laugh, they commit to keep shopping. Ivey adds that having some signs up front gives customers something fun to look at as well as decorative ideas.
Success with signs and artIt can take some time to figure out the exact wall art or signs that will resonate with customers, but once the right ones are found, it can be a great merchandise category.
Maintaining a selection of proven bestselling wall art designs is a smart strategy for destination retailers, as most tourists don’t visit the same spot year after year. Coupling that approach by also introducing a few fresh prints each season can add variety and help capture sales from both new and returning visitors.
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