The Smile Test
Retailers spend a lot of time trying to predict what consumers will want next.
Sometimes that answer is obvious when it’s driven by culture, shifting lifestyles and economic factors, for example. But sometimes the answer turns out to be simply — cherries.
Or shellfish. Or polka dots. Or capybaras.
The motifs resonating with customers aren’t necessarily indicative of major societal changes. Yet they’re performing well for a reason: They make people smile.
That may sound overly simplified, but in an industry that spends plenty of time analyzing trends, tracking consumer behavior and forecasting what’s next, it’s worth remembering that some bestselling products pass a much less scientific test. They catch someone’s eye, spark a laugh, remind them of a favorite tradition or simply a more cheerful version of themselves they want to channel. The gift industry has always operated on emotion. Let’s admit it, we aren’t selling true necessities for survival. We’re selling connection, memory, personality and delight. We don’t need polka dots to breathe (well, maybe I do).
These products offer us a reprieve from the otherwise heavy burdens we all carry through life. Bills, work, family issues and health scares all get in our way — but, as silly as it sounds, that cherry-laden tea towel makes us smile while we do our chores. And that’s why it sells.
That idea extends throughout this issue. You’ll find playful motifs in our Summer 2026 Trend Report, whimsical holiday entertaining pieces and stationery that transforms everyday correspondence into paper keepsakes. Even our Meet the Maker, Ginny Ball of KEVA + Created By, reflects this theme. By championing artists and bringing their designs to a broader audience, the company reminds us that cheerful, colorful products — and the people behind them — are often what shoppers remember most from their visit to your store.
As buyers and retailers, we’re constantly evaluating assortments through the lens of sales, margin and inventory turns. Those metrics undoubtedly matter. But another question that, in my opinion, is equally important: Would I stop to look at this? Would this make me or my loved ones smile or laugh?
Sometimes that’s the secret ingredient.
Until next issue,
