$18.3B
Industry sales
U.S. gift, novelty, and souvenir stores reported $18.2747 billion in sales in 2022.
U.S. Census Bureau, 2022 Economic CensusIndustry reference
U.S. Gift Industry Statistics
A concise snapshot of the gift, novelty, and souvenir store industry, built from the latest full U.S. Economic Census.
Last updated October 13, 2026Latest source year: 2022
What this covers
A clean read on a changing gift retail market.
These figures cover U.S. businesses classified as gift, novelty, and souvenir stores. The category includes retailers of new gifts, novelty merchandise, souvenirs, greeting cards, seasonal and holiday decorations, and curios. It is a useful benchmark for writers, retailers, and business teams tracking the broader gift market.
19,546
Store locations
Gift, novelty, and souvenir store establishments operating in the United States in 2022.
U.S. Census Bureau, 2022 Economic Census14,656
Firms
U.S. firms classified in this industry in 2022.
U.S. Census Bureau, 2022 Economic Census+12.1%
Sales growth since 2017
Sales increased from $16.3011 billion in 2017 to $18.2747 billion in 2022.
Calculated from U.S. Census Bureau, 2017 and 2022 Economic Census−9.9%
Fewer locations since 2017
The establishment count changed from 21,687 in 2017 to 19,546 in 2022.
Calculated from U.S. Census Bureau, 2017 and 2022 Economic Census$935K
Sales per location
Average 2022 sales per establishment, calculated from reported industry sales and establishment count.
Calculated from U.S. Census Bureau, 2022 Economic CensusReading the data
More sales, fewer storefronts.
From 2017 to 2022, reported sales rose while the number of firms and establishments declined. That combination does not explain why the market changed, but it does give a clear, citable picture of the category’s direction over the most recent Economic Census cycle.
The figures are a benchmark for the overall retail classification, not a measure of every custom-gift business or every online seller. Use them accordingly when comparing channels, formats, or individual companies.
Methodology & sources
How to use this page.
Primary source
Every figure comes from the U.S. Census Bureau’s 2022 Economic Census comparative table for NAICS 453220, Gift, Novelty, and Souvenir Stores. The table provides comparable 2017 and 2022 U.S. totals.
Calculations
Percentage changes are calculated from the Census totals shown on the page. Sales per location divides 2022 reported sales by the 2022 establishment count, then rounds to the nearest thousand dollars.
Source dates
The underlying Census figures are for 2017 and 2022. This page was updated October 13, 2026, using the latest full Economic Census comparison available for this classification.
Cite this page
NJX Customs. “Gift Industry Statistics: U.S. Gift, Novelty & Souvenir Stores.” Updated October 13, 2026. https://njxcustoms.com/gift-industry-statistics.
Made to be remembered
Looking for a custom gift with a point of view?
NJX Customs creates personalized gifts, engraved pieces, and considered merchandise for the moments that matter.
Start a project ›