Trade Talks Tuesdays: Consumer Trends, Buyer Behaviour and the Future of Retail with Clare Turner

To better understand what's driving the market today, we spoke with Clare Turner, Editor at Lema Publishing. Through leading industry titles including Gifts Today, Clare is in constant conversation with retailers, suppliers, and brands across the sector.

From wellness and outdoor living to digital discovery and buyer behavior, here's what Clare had to say.

What trends are you currently seeing across the gifting and home industry?

Wellness continues to be a big trend. As conversations around mental health and wellbeing become more mainstream, we're seeing strong demand for products that support self-care, whether that's journalling, meditation, mindfulness, relaxation or creating calming spaces at home, e.g. home fragrance and bath & beauty products.

The home is increasingly being viewed as a wellness sanctuary rather than just somewhere to live.

We're also seeing a strong retro influence, with consumers embracing nostalgic colors, patterns and designs that feel comforting and familiar.

Another major trend is outdoor living. Gardens, patios and balconies are no longer afterthoughts — they're becoming true extensions of the home. Consumers are investing more in outdoor décor, entertaining and lifestyle products that help them make the most of these spaces.

Personally, I think all of these trends are linked by a desire for comfort and escapism. People want their homes to feel more personal, calming and enjoyable, both indoors and out.

How do you think buyer behavior has changed over the past few years?

Consumers are definitely more mindful about where they spend their money. Many are still willing to treat themselves and others, but they're looking for products that feel meaningful, distinctive, and worth keeping. Small luxuries continue to perform well, even when larger purchases are being postponed.

We're also seeing demand for products with an emotional connection such as personalised gifts, milestone celebrations, bespoke home décor, and products with sentimental storytelling like traditional plush characters.

As a result, price point and perceived value have become more important than ever for buyers.

What challenges are independent brands currently facing when trying to gain visibility?

One of the biggest challenges is standing out in an increasingly crowded marketplace. Independent brands are competing not only with established brands but also with a constant stream of new products being discovered through social media and online marketplaces.

Marketing costs continue to rise, making it harder for smaller brands to reach new audiences consistently. At the same time, consumers are being more selective about what they buy, so brands need to work harder to communicate what makes them different.

How important are trade shows and industry communities in helping brands grow today?

Physical trade shows remain important because they offer something digital platforms can't fully replicate: the opportunity to experience products in person and build genuine face-to-face relationships.

Buyers often want to touch, feel and assess gifts before committing to them.

Meeting founders and suppliers in person can also help build trust and long-term partnerships.

Having said that, the industry is becoming more flexible. Rising costs mean some retailers are attending fewer events and supplementing their sourcing through online wholesale platforms such as Faire.

Do you think the industry is becoming more digital and mobile-first when it comes to sourcing and discovery?

Yes, digital discovery now plays a big role in how buyers find new products and brands. Many retailers tell us they use wholesale platforms such as Faire to source products, while social platforms such as TikTok and Instagram are useful tools for spotting emerging trends and identifying brands that are resonating with consumers.

Mobile-first browsing is also influencing how products are presented. Buyers expect to be able to discover, research and order products quickly, whether they're at their desk, travelling or attending an event.

Having a strong digital presence is becoming just as important as having a physical one.

What makes a brand stand out to buyers in today's market?

Buyers want to quickly understand what a brand stands for, what makes it different, and why customers will connect with it.

Strong packaging plays a huge role. It needs to be considered, eye-catching, and attractive, while also communicating the brand's message clearly. An interesting founder or creator story, distinctive design, or unique product concept can all help create that USP.

Buyers are also paying close attention to material authenticity, craftsmanship, and sustainability credentials. Factors such as recycled or reusable packaging, containers that can be repurposed afterwards, B Corp certification, FSC-certified materials, and UK-made or locally produced products are becoming increasingly influential in purchasing decisions.

What excites you most about where the gifting and retail industry is heading?

What's most exciting is seeing consumers place greater value on quality, authenticity, and meaningful purchases. Rather than simply buying more, people are becoming more intentional about what they bring into their homes and gift to others.

There's also a growing appreciation for craftsmanship, storytelling, and products that have a genuine purpose behind them. This creates great opportunities for independent brands to compete on creativity and originality rather than scale alone.

At the same time, technology is making it easier than ever for retailers and consumers to discover new brands from around the world. The combination of digital innovation, sustainability, personalisation and a desire for more meaningful products makes this an incredibly dynamic and optimistic time for the gifting and home industry.

Key Takeaways for Gift Brands and Retailers

Our conversation with Clare highlights several important trends shaping the gifting and homeware sector in 2026:

• Wellness and self-care continue to influence purchasing decisions.

• Consumers are looking for meaningful products with strong emotional connections.

• Independent brands need clear differentiation and compelling storytelling to stand out.

• Digital discovery and mobile-first browsing are becoming increasingly important.

• Sustainability, authenticity, and craftsmanship continue to drive buyer interest.

• Trade shows remain valuable, but buyers are increasingly combining physical and digital sourcing channels.

As the gifting industry continues to evolve, the brands that combine strong products with clear storytelling, a compelling digital presence, and a distinctive identity are likely to be the ones that thrive.