How to Start a Souvenir Shop

As the owner of a souvenir shop, you’ll stock your retail store, cart or kiosk with inventory of interest to tourists. Your offerings will reflect the demographics and socioeconomic strata of the market. For instance, if you’re at a vacation destination that draws young families, you might stock novelty trinkets, toys, t-shirts, candy, and gum. However, if you’ll attract more sophisticated travelers, you might sell pricier jewelry with a local slant -- ie, designed with stones or gems found in the region.

Learn how to start your own Souvenir Shop and whether it is the right fit for you.

Ready to form your LLC? Check out the Top LLC Formation Services.

Start a souvenir shop by following these 10 steps:

  1. Plan your Souvenir Shop
  2. Form your Souvenir Shop into a Legal Entity
  3. Register your Souvenir Shop for Taxes
  4. Open a Business Bank Account & Credit Card
  5. Set up Accounting for your Souvenir Shop
  6. Get the Necessary Permits & Licenses for your Souvenir Shop
  7. Get Souvenir Shop Insurance
  8. Define your Souvenir Shop Brand
  9. Create your Souvenir Shop Website
  10. Set up your Business Phone System

We have put together this simple guide to starting your souvenir shop. These steps will ensure that your new business is well planned out, registered properly and legally compliant.

Exploring your options? Check out other small business ideas.

STEP 1: Plan your business

A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:

Luckily we have done a lot of this research for you.

What will you name your business?

Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Souvenir Shop Name Generator

If you operate a sole proprietorship, you might want to operate under a business name other than your own name. Visit our DBA guide to learn more.

When registering a business name, we recommend researching your business name by checking:

  • Your state's business records
  • Federal and state trademark records
  • Social media platforms
  • Web domain availability.

It's very important to secure your domain name before someone else does.

Want some help naming your souvenir shop?

Business Name Generator

What are the costs involved in opening a souvenir shop?

That will be highly variable depending on your location, size of business, clientele and the merchandise you carry. But here are some cost breakdowns for illustration purposes. Lease -- $5,000 to $20,000 or more. This is highly variable because there are so many different factors involved. First, location. It will certainly cost you more to rent a store on Time Square than outside of Cedar Point in Ohio. Also, you might rent anything from a small kiosk at $800 a month for summer months only, to a year-round thousand-square-foot shop. Utilities -- Zero to $6,000 a year or more. If you go the kiosk route, you might pay nothing. But a year-round store could involve air conditioning in the summer months and heating in the winter. Inventory -- A minimum of $4,000, generally. It really depends on what you’re selling.

Staffing -- $20,000, plus. This includes the bare minimum you have on hand to support yourself as you get your business started. It might be a lower amount if you’re only open seasonally. This estimate includes no additional help. You’re likely to start alone, and add staff as the situation warrants.

Computer hardware and software and cash register -- $2,500 or more. This includes the retail management software that will enable you to manage sales, inventory, invoicing, cash flow, and other critical tracking needs.

Promotion and marketing -- $2,000, est. You won’t need much ongoing advertising and marketing if you’ve chosen your location wisely. That’s because the attraction itself, whether it’s an amusement part, a touristy part of town, a museum, or seaside destination, will draw foot traffic. But you’ll want to hire a graphic designer to design your logo, website, and signage. Decorating, remodeling and signage -- $500 to $6,000 and up. It could range from a decorative umbrella with your logo to a full store makeover. But it’s important to decorate to draw the attention of the audience you want.

Licensing and permits -- $200, est. This cost could be much higher in certain exclusively priced locations, such as Time Square. Consult the Small Business Association (SBA) website for valuable information on the licenses and permits you might need in your area.

This Inc. Magazine article gives a good breakdown of opening costs for a small retail store.

What are the ongoing expenses for a souvenir shop?

Your ongoing costs will include staffing, inventory, rent and utilities. This can be a pricey tally depending on your location, clientele, and type of business, and it reinforces the need to sell as briskly as possible.

Who is the target market?

If you’ve anchored your business in the right location and stocked your store with appropriate inventory, your customers will find merchandise they’ll want to remember their travels by. Vacationers are primed to spend premium rates while away from home because they consider it to be part of the experience. They’re sentimental impulse buyers looking for souvenirs that will connect them with their travels. Or perhaps they’re looking for small gifts for family members, friends, or co-workers who didn’t come along. Either way, they’re motivated to spend.

How does a souvenir shop make money?

Your sole route to profitability is to sell merchandise to enough people at costs that cover your rent, staffing, inventory and miscellaneous costs and yield an appropriate profit. You’ll have an advantage over conventional retailers in that you can stock your location with items they wouldn’t have necessarily bought under any other circumstance. For instance, an inexpensive keychain with the name of the travel destination is of value only at that point in time. Similarly, you won’t compete with the Internet, since the purchase is location-inspired.

How much can you charge customers?

That will depend on your merchandise. But you can charge higher markups than might be possible elsewhere since most of the items you carry can only be easily found in your location. Once a family of customers goes home to Germany, where are they going to find a My Heart’s in San Francisco t-shirt? And why would they buy it anytime except during their San Francisco vacation?

How much profit can a souvenir shop make?

According to figures that appeared in the Small Business Development Center Network (SBDC) National Information Clearinghouse, “Seventy-eight percent (78%) of America’s gift shops employ only one to four employees and 75% have less than $200,000 in annual sales.” But your own sales figures and profits will be determined primarily by your mix of merchandise and location.

How can you make your business more profitable?

Consider adding food or beverages to your product mix. Just remember, you must first obtain licensing from your local health department.

Want a more guided approach? Access TRUiC's free Small Business Startup Guide - a step-by-step course for turning your business idea into reality. Get started today!

STEP 2: Form a legal entity

The most common business structure types are the sole proprietorship, partnership, limited liability company (LLC), and corporation.

Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your souvenir shop is sued.

Form Your LLC

Read our Guide to Form Your Own LLC

Have a Professional Service Form your LLC for You

Two such reliable services:

You can form an LLC yourself and pay only the minimal state LLC costs or hire one of the Best LLC Services for a small, additional fee.

Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services. You can choose to hire a registered agent or act as your own.

STEP 3: Register for taxes

You will need to register for a variety of state and federal taxes before you can open for business.

In order to register for taxes you will need to apply for an EIN. It's really easy and free!

You can acquire your EIN through the IRS website. If you would like to learn more about EINs, read our article, What is an EIN?

There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.

STEP 4: Open a business bank account & credit card

Using dedicated business banking and credit accounts is essential for personal asset protection.

When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil.

Open a business bank account

Besides being a requirement when applying for business loans, opening a business bank account:

  • Separates your personal assets from your company's assets, which is necessary for personal asset protection.
  • Makes accounting and tax filing easier.

Recommended: Read our Best Banks for Small Business review to find the best national bank or credit union.

Get a business credit card

Getting a business credit card helps you:

  • Separate personal and business expenses by putting your business' expenses all in one place.
  • Build your company's credit history, which can be useful to raise money later on.

Recommended: Apply for an easy approval business credit card from BILL and build your business credit quickly.

STEP 5: Set up business accounting

Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.

Make LLC accounting easy with our LLC Expenses Cheat Sheet.

STEP 6: Obtain necessary permits and licenses

Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.

State & Local Business Licensing Requirements

Certain state permits and licenses may be needed to operate a souvenir shop. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits.

Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses.

Certificate of Occupancy

A souvenir shop is generally run out of a storefront. Businesses operating out of a physical location typically require a Certificate of Occupancy (CO).  A CO confirms that all building codes, zoning laws and government regulations have been met.

  • If you plan to lease a location:
    • It is generally the landlord’s responsibility to obtain a CO.
    • Before leasing, confirm that your landlord has or can obtain a valid CO that is applicable to a souvenir shop.
    • After a major renovation, a new CO often needs to be issued. If your place of business will be renovated before opening, it is recommended to include language in your lease agreement stating that lease payments will not commence until a valid CO is issued.
  • If you plan to purchase or build a location:
    • You will be responsible for obtaining a valid CO from a local government authority.
    • Review all building codes and zoning requirements for your business’ location to ensure your souvenir shop will be in compliance and able to obtain a CO.

STEP 7: Get business insurance

Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.

There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance. This is the most common coverage that small businesses need, so it’s a great place to start for your business.

Another notable insurance policy that many businesses need is Workers’ Compensation Insurance. If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.

FInd out what types of insurance your Souvenir Shop needs and how much it will cost you by reading our guide Business Insurance for Souvenir Shop.

STEP 8: Define your brand

Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.

If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners, we'll give you helpful tips and advice for creating the best unique logo for your business.

Recommended: Get a logo using Truic's free logo Generator no email or sign up required, or use a Premium Logo Maker.

If you already have a logo, you can also add it to a QR code with our Free QR Code Generator. Choose from 13 QR code types to create a code for your business cards and publications, or to help spread awareness for your new website.

How to promote & market a souvenir shop

Your store name and signage are important since your destination might be one of many in the area. Also, try to stand out by the originality of your displays. If you’re only selling the same t-shirts and mugs as everyone else on your boardwalk, the items will become a commodity and the sale will go to the first store in line or whoever has the lowest price.

How to keep customers coming back

Most of your customers will be new, impulsive buyers. So customer retention won’t be an important consideration. However, be sure to hand out business cards and fliers, and let your customers know that they can order your merchandise online if they’d like.

As for those first-time shoppers, it’s your inviting displays and personality that will turn them into buyers. Do you have the ability to dress up a store and strike up instant friendships without pressuring shoppers?

STEP 9: Create your business website

After defining your brand and creating your logo the next step is to create a website for your business.

While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.

Here are the main reasons why you shouldn’t delay building your website:

  • All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
  • Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
  • Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.

Recommended: Get started today using our recommended website builder or check out our review of the Best Website Builders.

Other popular website builders are: WordPress, WIX, Weebly, Squarespace, and Shopify.

STEP 10: Set up your business phone system

Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.

There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use. Check out our review of the Best Business Phone Systems 2023 to find the best phone service for your small business.

Recommended Business Phone Service: is our top choice for small business phone numbers because of all the features it offers for small businesses and it's fair pricing.

Is this Business Right For You?

You can succeed if you know your market. You must be able to match inventory with the needs of vacationers and at an affordable price point.

Want to know if you are cut out to be an entrepreneur?

Take our Entrepreneurship Quiz to find out!

Entrepreneurship Quiz

What happens during a typical day at a souvenir shop?

Your typical workday could consist of a range of activities, including the following:

  • Opening and preparing your location for customer traffic
  • Scheduling and supervising staff, if you have any
  • Waiting on customers and helping them find appropriate souvenirs
  • Handling vendors, arranging credit relationships, and ordering merchandise
  • Keeping your store clean and merchandise appealingly displayed
  • Networking with other sellers in your area, so they keep you in mind if customers ask for merchandise they don’t carry -- and you’ll do the same for your neighboring sellers
  • Staying in contact with landlords, local officials, and others who can impact your business operation
  • Paying bills, maintaining financial records, and managing cash flow

What are some skills and experiences that will help you build a successful souvenir shop?

It’s incredibly important to start with a realistic business plan. This valuable start-up tool will help you identify your customer profile and stock up on merchandise that will sell. You must be able to accurately track sales to unveil trends and see what’s selling and what’s not. And finally, you should have a strong sales instinct, to turn shoppers into buyers.

What is the growth potential for a souvenir shop?

You’ll have fewer worries when the economy is humming and people are traveling (and spending). However, people vacation even in bad times, though they’ll stick closer to home and spend less on souvenirs. You can respond to the realities of the marketplace by adjusting your inventory to sell less pricey goods when budgets are tight.

TRUiC's YouTube Channel

For fun informative videos about starting a business visit the TRUiC YouTube Channel or subscribe to view later.

Take the Next Step

Find a business mentor

One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.

Having a support network in place to turn to during tough times is a major factor of success for new business owners.

Learn from other business owners

Want to learn more about starting a business from entrepreneurs themselves? Visit Startup Savant’s startup founder series to gain entrepreneurial insights, lessons, and advice from founders themselves.

Resources to Help Women in Business

There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:

  • Funding
  • Events
  • Guides
  • Support

If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.

What are some insider tips for jump starting a souvenir shop?

Find multiple sources for the inventory you want to carry. You can find most of that online, such as this wholesale site. Also consider attending gift fairs such as NY Now, which attracts numerous wholesale product exhibitors and retail buyers.

Unless you have a successful track record in business, it will likely be difficult to get bank loans. That might mean that you rely on savings, credit cards, or small loans from friends and family. With that in mind, it’s important that you try to earn credit with vendors and have strategies to turn over your inventory quickly.

How and when to build a team

If you’re starting your shop on a shoestring budget, you might try to go it alone. However, you’ll quickly find that the long hours and multiple responsibilities (hopefully including the long customer lines at the cash register) mean you need help. You can usually start by finding part-time help at or near minimum wage.

Have a Question? Leave a Comment!