One of my favorite things to wear around Halloween is a Mel’s Die-In shirt from Universal Orlando Resort.
It may look like just another graphic tee with pink lettering and fake blood splatter, but Halloween Horror Nights fans get the niche reference to the event’s version of Mel’s Drive-In restaurant.
If you know, you know.
Many travelers purchase similar souvenirs, signaling a certain savoir faire about specific destinations, and for some, what they buy is as important as where they go.
Skyscanner’s Travel Trends 2027 report found that among more than 28,000 worldwide travelers surveyed, “43% of travelers have taken a trip in the last 12 months for something they couldn’t get by clicking ‘Add to cart.’”
“Everything now is so accessible online,”
Isla dos Santos, a travel expert and commercial director of Americas at Skyscanner, told USA TODAY. “People want to go away from that and focus on hyper-local, hyper-exclusive items they can only get at a certain destination.”
Here’s what they’re buying and why.
What are people wanting to buy right now?
“It's not your traditional keychain. It's maybe a beauty care product that you can only get in Seoul. Or if you're traveling to the U.S., a tote from Trader Joe's, which I've seen in San Paolo and in Glasgow alike,” dos Santos said.
Skyscanner's report found:
- 27% of Gen Z are most proud to come home with a limited-run grocery tote you can’t find anywhere else
- 26% of Millennials are most proud to buy a branded robe or cap from a historic luxury hotel
Pandora jewelry lovers go out of their way to buy location-exclusive pieces when they travel.
“Pieces like these allow collectors to turn travel memories into something personal and lasting, with each piece serving as a reminder of a special chapter in their story,” Pandora’s Chief Product Officer Philippa Newman told USA TODAY by email.
“A destination-specific piece can represent a particular place, experience or moment in someone’s life and be worn long after the journey itself. That’s very much at the heart of Pandora,” she added.
Disney fans also clamor over items they can only find in parks, on Disney Cruise Line, at flagship stores and during limited-time events.
“From sports and travel to fashion and holiday traditions, Disney shows up in the cultural moments that matter to our audiences,” Disney Consumer Products Senior Vice President for the Americas Liz Shortreed told USA TODAY by email. “By creating products inspired by a specific market, moment or experience, we can deepen fandom in ways that feel relevant and personal, giving consumers a distinctly Disney way to celebrate the things they love and take a tangible piece of that experience home with them.”
Why are people buying things today?
Some people, like myself, enjoy the hunt, which fashion psychologist Shakaila Forbes-Bell, who’s cited in Skyscanner’s report, said makes sense scientifically.
“Research shows that the biggest dopamine hit, it doesn't come when we buy something. It happens in anticipation of the purchase,” she explained on Instagram. “So all of the planning, the searching, the asking locals, hunting through different neighborhoods, that's actually where most of the excitement comes from.”
There are also social implications.
“We want symbols of verification. Things that say ‘Oh. Oh, you haven't been? Oh darling, you simply must visit.’” Forbes-Bell said, calling merch tourism to the new version of pics or it didn't happen.
“There's definitely that exclusivity element to it, and it doesn't have to be a big luxury item for it to feel exclusive,” dos Santos echoed.
She shared the example of Havaianas flip-flops from Brazil, where she's from. While Havaianas are widely available in the U.S., she said they're significantly cheaper in Brazil. "And when you get them in Brazil, there are stores where you can customize them. So you can put little charms in them, you can put your initials, and you can't get that here in the U.S."
There’s also another perk.
“It's a story for you to tell when you bring that souvenir back,” she said.
This article originally appeared on USA TODAY: The new travel flex isn't a photo. It's what you bring home
