According to the new 2020 US Photo Merchandise Study from Rise Above Research, 63% of respondents in the 18-24-year-old age group had bought photo products in the last year and almost half of them ordered photo cards for the first time. This demonstrates the U.S. photo merchandise market is healthy and resilient, even during the COVID-19 pandemic. In these challenging times, young adults are turning to photo products as meaningful gifts and keepsakes.
The study also found more than 40% of all the buyers in each of the product categories covered had bought them for the first time in the last year. Many buyers plan to purchase again this year and spend more on their next purchase. The popularity of photo merchandise products among first-time buyers and a strong contingent of repeat buyers is good news for the overall market.
“The photo merchandise market has traditionally catered to parents with kids in the household,” said David Haueter, director and founder, Rise Above Research. “That group still buys photo merchandise products, but we’re also seeing that teenagers and first-time buyers are a significant opportunity for the market,” he added.
The study also looked at the impact of COVID-19 on buying habits and found 40 percent of photo merchandises buyers said they are buying more online now than at a retail store.
The 2020 US Photo Merchandise Study provides the results of an extensive online survey of US consumers that focuses on buying habits and behaviors for key product areas including photo cards, photo books, photo calendars, photo wall décor and drinkware. Respondents provided detailed information not only on what they bought and how much they spent, but also answered deeper questions of why they purchased the products they did and what their future intentions are.