The growing demand for personalised items

Vicky Jarman, marketing manager of PrintMAX, discusses the rapid expansion of the personalisation industry, and the advantages of joining the ever growing market.

 In today’s fast-paced, consumer-driven world, there’s an increasing desire for products that stand out. Consumers are moving away from generic, off-the-shelf items, craving something more unique and meaningful. This shift presents a golden opportunity for businesses specialising in bespoke or personalised items.

The global market for personalised products, particularly gifts is experiencing substantial growth. In 2024, the personalised gift sector is valued at approximately $28 billion, with at least £1 billion within the UK economy, and is expected to more than double by 2031, reaching $59 billion.

This existing and anticipated growth is driven by factors like increasing disposable income, the rise in e-commerce, and a growing preference for unique, personalised products over mass production. This trend isn’t limited to gifts; custom packaging, accessories and homeware is also seeing significant growth.

Consumer preference

Today’s consumers are increasingly seeking personalised experiences. Approximately 91% of consumers are more likely to shop with brands that tailor the shopping experience to the customer through personalised items or value-added shopping, such as remembering your most frequently ordered items.

The personal touch

Consumers are seeking connections—whether with people, brands, or products. A personalised item carries emotional weight, creating a stronger bond between the product and its owner.

A personalised notebook or mug can turn a mundane object into something special and memorable. This personal touch makes customers and gift receivers feel valued and unique, harnessing loyalty and repeat business.

Targeting the right audience

Print businesses can tap into various customer segments that value personalisation such as:

• Gift-givers: People love giving unique, thoughtful gifts. Personalised items such as custom mugs, key rings or photo blocks are popular choices.
• Businesses: Corporate clients and hospitality often require branded materials, from custom stationery to promotional items like USB sticks and phone cases. Offering tailored solutions can set your business apart from competitors.
• Event planners: Events like weddings, birthdays, and corporate events are always in need of personalised decor, merchandise, and keepsakes. Your ability to provide bespoke designs can make these occasions even more special.

Leveraging technology

Advancements in printing technology have made it easier and more cost-effective to produce personalised items. With digital printing, even small runs can be customised affordably.

For instance, print-on-demand services allow for customisation without the need for a large inventory, reducing waste and costs. By investing in the right technology, your print business can efficiently cater to the growing demand for personalised products.

Creating a compelling customer experience

To capitalise on this trend, your print business should focus on creating a seamless and enjoyable customer experience. This includes:

• User-friendly design tools: Offering easy-to-use online design tools allows customers to personalise their products with ease.
• Exceptional customer service: Providing guidance and support throughout the customisation process can enhance customer satisfaction.
• Showcasing your work: Highlight examples of personalised products on your website and social media to inspire potential customers.

The market for personalised items is thriving, driven by consumers’ desires for individuality and meaningful connections. By focusing on bespoke products, your print business can tap into this growing trend, offering customers unique items they’ll love and cherish. With the right approach and technology, you can set your business apart, building a loyal customer base and driving sustainable growth.