Consumer Behavior

When it comes to brand merch it's all about the memories

Photo: Eric BVD - stock.adobe.com

December 5, 2023

Nearly half of American consumers who shop branded merchandise are being spurred by memories. Memories are the primary motivator as 45% of consumers buy merch to remember a place, event or concert experience, according to research from EverythingBranded.

The research, conducted by Censuswide, also revealed most merch shoppers aren't willing to spend big bucks for that memory reminder, according to a press release.

Nearly a third, 32%, said they purposefully plan to arrive at an event early just to make sure they get an item they want. Yet nearly one-third, 30%, want to spend less than $50 on merch each time they attend an event and just over a quarter, 27%, say they'd be comfortable spending up to $100 per event.