Rise Above Research: U.S. photo merchandise market remains resilient despite turbulent economic times

The US photo merchandise market continues to grow, as products like photo cards and photo books show real staying power and consistency among consumers, according to Rise Above Research’s 2026 US Photo Merchandise Forecast.

2026 will see an overall increase of around 1.5% in unit sales over 2025, driven by incremental increases in almost every product area, and unit sales through 2030 are expected to maintain an annual growth rate of around 1%. Sales of photo cards, photo books, photo calendars, and photo wall/tabletop décor will generate nearly $3.4 billion in revenue in 2026, an increase of 5.1% over 2025. Through 2030, revenue is expected to grow at around 3.5%.

“The US photo merchandise market has proven to have real staying power and consistency over the years,” said David Haueter, director and founder at Rise Above Research. “The products continue to be very appealing and also make great gifts, and the market has a strong base of buyers who continue to buy products every year,” he added.

The 2026 US Photo Merchandise Forecast provides a five-year forecast for photo cards, photo books, photo calendars, and photo wall/tabletop décor, including units, revenue, average selling prices, and breakouts of online versus retail order channels. Commentary on key drivers and barriers impacting the market is also provided.