Rise Above Research: U.S. photo merchandise market appeals to broad demographic

A new study from Rise Above Research finds photo merchandise products appeal to a wide demographic, which continues to bolster the market and sustain its popularity and appeal.

The four main product categories covered in the study (photo cards, photo books, photo calendars, and photo wall/tabletop décor) show a wide range of age groups are buying these products, from 13-to-17-year-olds to those 55 and over, though the buying incidence declines after age 44. The study also shows that these products are popular regardless of gender.

“We find it very encouraging for the US photo merchandise market that we see such strong participation among teenagers as well as older adults,” said David Haueter, director and founder at Rise Above Research. “Even those older than age 44 that don’t buy as much continue to bolster the market, as many younger people are buying these products as gifts for older family members who may not buy themselves,” he added.

The study also found a significant percentage of those who haven’t bought a photo merchandise product in the past year plan to buy in the coming year, and that many of those who purchased an item were buying for the first time.

The 2024 US Photo Merchandise Study provides the results of an extensive online survey of U.S. consumers focusing on buying habits and behaviors for key product areas including photo cards, photo books, photo calendars, and photo wall/tabletop décor. Respondents provided detailed information not only on what they bought and how much they spent, but also answered deeper questions about why they purchased the products they did and their future intentions. Respondents were also asked about other photo product categories, as well as non-photo personalized products. Non-buyers were questioned about why they hadn’t bought and their future purchase intentions.