Tourists are showing off how well-travelled they are through destination-specific grocery tote bags or branded hotel caps.
Long gone are the days when your souvenirs were limited to whatever you could hastily grab from the airport gift store before rushing to your gate.
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Nowadays, buying something you can only get in that specific destination has become a key part of the travel experience, at least according to Skyscanner’s latest travel trends report.
Dubbed “pilgra-merch”, the trend is the latest iteration of the millennial phrase “pics, or it didn’t happen”, says fashion psychologist Shakaila Forbes-Bell.
“Fashion brands have been leaning into this trend by providing more sensation-seeking style experiences from mystery bags to pop-ups, all of which you have to be ‘tapped in’ to know about,” she said.
“This community-driven aspect is key to creating a coveted pilgra-merch item. When a bag, a tote, or a mug becomes sought after, it’s often positioned as something only a ‘real traveller’ would know about. This positioning taps into our ingrained desire to belong and fear of being othered, which ultimately heightens the item’s desirability.”
Some 23% of travellers have made a trip in the past year to buy something they couldn’t purchase online, with 28% of Gen Z saying they are most proud to buy a limited-edition grocery tote, while 22% of Millennials are showing off their branded robes or caps from luxury hotels.
Where to embrace the ‘pilgra-merch’ trend
Skyscanner’s trends report focused on two ‘pilgra-merch’ examples – the Trader Joe’s tote bag, and Ritz Paris’ merchandise – but we think you can do better than that.
If you want supermarket merch that not everybody has, Family Mart in Japan has you covered. Last month, the chain released 47 different pairs of socks to represent the country’s prefectures.
Exclusively available in Family Mart stores within the prefecture in question, you’ll be able to flex on people about all the under-the-radar places you’ve visited.
While the “pilgra-merch” trend is more about instantly recognisable items that show off how well-travelled you are, we think buying a unique item you’ll use everyday that isn’t necessarily branded is a much better use of your cash.
With autumn finally upon us, it’s time to start thinking about upgrading your wardrobe – so why not head to one of the Handknitting Association of Iceland’s stores to pick out 100% wool, locally-made jumpers and cardigans?
Alternatively, if you’re all sorted for jumpers, you could head to Riga, where SENĀ KLĒTS sells mittens knitted in traditional Latvian designs which are filled with symbolism.
For when the weather warms up again, there are several places on the continent where you can get custom-made sandals, the most famous of which is probably Melissinos Sandals in Athens.
