2026: A Defining Year for Trophy & Awards Retailers — Why Buying Behaviour Is Changing Faster Than Ever

How often do you shop online? How often do you research items before buying? And how much do you now rely on the internet rather than going out to physically find what you’re looking for?

For most people, the answer is the same: far more than ever before. This shift in behaviour is now shaping the trophy and awards retail sector in profound and irreversible ways.

Over the past few years, online research has become the first step in nearly every purchasing journey. What’s more interesting is how comfortable customers have become with ordering products they’ve never touched — a development that would have seemed unlikely a decade ago. Today’s confidence comes from information, not in-person inspection.

High-quality images, short videos, clear descriptions and instant communication are replacing the need to handle a product physically. In the trophy and awards world — where design, finish, material and engraving details matter — this change represents both a challenge and a remarkable opportunity.

A Digital-First Buyer Has Emerged

More than 70% of consumers now prefer to shop online, and within our sector that behaviour is even more pronounced. Sports clubs, schools, HR teams, event organisers and corporate buyers all begin their journey the same way: by researching online before speaking to a supplier.

They expect to:

see product detail clearly
understand personalisation options
compare price and quality
get fast answers to questions
browse at any time, from any device

And they expect all of this instantly.

For retailers, the message is clear: digital visibility is now just as important as the products themselves.

Where Trophy Retailers Must Evolve in 2026

As we enter a new year, it’s time for retailers to rethink how they present their ranges and showcase their expertise. The more effectively you show your craftsmanship online, the less your customers feel the need to see items in person — and the faster they make decisions.

Retailers who are thriving right now are those who:

use clear, high-quality photos that reveal material and finish
share videos of engraving, personalisation and production
offer simple digital catalogues or online browsing tools
respond quickly through social media, messaging or online chat
build trust through content, not just price lists

This isn’t about replacing traditional retail — it’s about strengthening it with tools that match the way customers now buy.

2026: A Year of Opportunity

The trophy and awards retail sector is entering a pivotal moment. Customers haven’t stopped buying; they’ve simply changed how they buy. Those who embrace digital behaviour, improve online presence, and communicate their value clearly — both online and in-store — will gain a powerful competitive edge throughout 2026.

As always, TEN Magazine will continue championing this industry — spotlighting innovation, sharing ideas that work, and helping retailers navigate a rapidly evolving market with confidence.

Because one thing is certain: 2026 belongs to the businesses ready to move forward, adapt, and rethink everything — and to those who recognise that the high street, far from being a thing of the past, is the beginning of a new story.

Author – Jane Soones, TEN Magazine