Travelers increasingly prioritize destination-exclusive merchandise, dubbed pilgra-merch
A travel trend identified by Skyscanner, referred to as pilgra-merch, describes the practice of traveling to specific destinations to purchase exclusive items unavailable for online purchase. According to the report, this behavior is driven by a desire for unique experiences and social signaling, with 23% of travelers having made a trip in the past year specifically to acquire such goods. The trend is particularly noted among younger demographics, with 28% of Gen Z travelers reporting pride in purchasing limited-edition grocery totes, while 22% of Millennials favor branded luxury hotel merchandise.
Key points
- Skyscanner identified a travel trend called pilgra-merch, where travelers visit specific locations to buy exclusive items.
- 23% of travelers surveyed made a trip in the past year to purchase items not available online.
- Fashion psychologist Shakaila Forbes-Bell attributes the trend to a desire for belonging and social signaling.
- 28% of Gen Z travelers report pride in buying limited-edition grocery totes.
- 22% of Millennials report showing off branded robes or caps from luxury hotels.
- Examples of the trend include regional merchandise like Japan's Family Mart prefecture-specific socks.
What happened
A travel trend known as pilgra-merch has emerged, characterized by travelers seeking out and purchasing items that are exclusively available at their destination. This trend reflects a shift away from generic souvenirs toward items that signal a traveler's specific experiences and locations visited.
According to a report by Skyscanner, 23% of travelers have taken a trip in the past year specifically to acquire items that cannot be purchased online. The trend is supported by data showing that 28% of Gen Z travelers take pride in purchasing limited-edition grocery totes, while 22% of Millennials show off branded items from luxury hotels.
Context
Fashion psychologist Shakaila Forbes-Bell suggests that the trend is a modern iteration of the social media-driven desire to document experiences. She notes that brands are increasingly creating sensation-seeking experiences, such as pop-ups and mystery bags, to cater to this demand.
The desirability of these items is often tied to their exclusivity, which taps into a psychological desire to belong and a fear of being excluded. By positioning items as things only a real traveler would know about, brands increase their appeal to consumers.
What's next
While the trend currently focuses on recognizable branded items, there is a suggestion that travelers may shift toward purchasing unique, locally-made goods that offer utility beyond branding. Examples include locally-made wool jumpers in Iceland, traditional Latvian mittens in Riga, or custom-made sandals in Athens.
Why it matters
The pilgra-merch trend highlights a shift in travel behavior where 23% of travelers now prioritize acquiring exclusive, location-specific goods.
What we know
- Skyscanner identified a travel trend called pilgra-merch.
- 23% of travelers surveyed by Skyscanner made a trip in the past year to buy items unavailable online.
- 28% of Gen Z travelers report pride in purchasing limited-edition grocery totes.
- 22% of Millennials report showing off branded robes or caps from luxury hotels.
- Family Mart in Japan released 47 different pairs of socks representing the country's prefectures, available only within those specific prefectures.
What remains unclear
- The long-term sustainability of the pilgra-merch trend as a primary driver for travel remains uncertain.
