Trade Talks Tuesday: North American Gift Industry Trends | Insights from Gift Shop Plus

The gift industry is constantly evolving.

Independent retailers are adapting to changing consumer expectations, brands are exploring new ways to reach buyers, and digital discovery is becoming an increasingly important part of the wholesale journey.

For this edition of Trade Talks Tuesday, we spoke with Carly Yanik, Editor of Gift Shop Plus, about the biggest trends shaping the North American gift industry, how retailers are discovering new brands, and what suppliers need to know to stand out.

About Gift Shop Plus

Gift Shop Plus is one of North America's leading trade publications for the gift industry, providing news, product trends, retailer insights and business advice for independent gift retailers, manufacturers and suppliers across the United States and Canada.

As Editor, Carly Yanik works closely with retailers and brands throughout the industry, giving her a unique perspective on the challenges and opportunities shaping today's wholesale market.

Website: https://giftshopmag.com/

You've got a unique view across the North American gift industry. What's the biggest shift in retailer behaviour you've observed?

One of the biggest changes is how open retailers have become to digital buying.

Online wholesale platforms have become part of everyday sourcing, particularly for smaller independent retailers who don't always have the time or budget to travel to every market.

That doesn't mean physical markets are disappearing—but retailers are increasingly combining digital discovery with in-person buying to make better purchasing decisions.

When you speak with independent retailers, what's their biggest challenge today?

For many smaller retailers, time and travel have become significant challenges.

Attending multiple trade shows each year isn't always realistic, particularly for independent boutiques with limited resources.

Retailers are increasingly looking for ways to discover new suppliers more efficiently while still building meaningful relationships with brands.

How are US retailers discovering new brands today?

Trade shows remain an important part of the buying journey, but they're no longer the only starting point.

Digital wholesale platforms have changed buyer behaviour, making it easier for retailers to discover new brands between market seasons.

The most successful businesses are using both approaches—combining online discovery with in-person relationship building.

Is there a trend you think the gift industry is currently underestimating?

One area that deserves more attention is how much education buyers still need when new technologies or new buying models emerge.

Retailers are open to innovation, but they need clear demonstrations of how new tools solve real problems rather than simply introducing more technology.

Consumers have more choice than ever. What makes a brand memorable today?

Brands that tell a compelling story and consistently communicate it stand out.

Visibility isn't created through a single interaction. Buyers remember brands that continue the conversation, educate them and stay present throughout the buying cycle.

What advice would you give to a brand exhibiting at a trade show for the first time?

Don't assume buyers will simply discover you.

Successful exhibitors think about visibility before the event begins. They invest in pre-show marketing, make it easy for buyers to understand their story, and continue the conversation after the event.

Looking ahead, what do you think will define the most successful gift brands and retailers?

The businesses that succeed will be the ones that embrace change without losing sight of relationships.

Technology can make discovery easier and remove barriers, but people still buy from people.

Brands that combine strong products, authentic storytelling and meaningful customer relationships will continue to outperform.

Key Takeaways

• North American retailers are increasingly combining digital sourcing with traditional trade shows.

• Smaller independent retailers are looking for more efficient ways to discover new suppliers.

• Technology succeeds when it solves genuine buying challenges, not when it simply adds features.

• Brands need consistent visibility before, during and after trade shows.

• Storytelling and education are becoming increasingly important parts of wholesale selling.

• The future of the gift industry will combine digital discovery with authentic human relationships.

As Carly's insights highlight, the future of wholesale isn't about choosing between digital and physical. The strongest brands will use both to create better buying experiences, build lasting relationships and make it easier for retailers to discover products that genuinely fit their customers.

Want to Reach More Retail Buyers?

Looking to put your brand in front of independent retailers like the ones featured in Trade Talks Tuesday?

Email events@xpofairs.com to book a demo and discover how The Gift Fair UK and The Gift Fair USA help brands connect with qualified buyers all year round.