Why we buy souvenirs
The psychology of souvenirs: why we bring back things that have nothing to do with our destination
Have you ever brought back a souvenir only to discover later that it was ‘Made in China’, even though you bought it in Rome, Cairo or Reykjavík?
You are not alone in this experience. Whether it's Eiffel Tower magnets on Spanish beach promenades or key rings from Kenya that were produced in factories in Shenzhen, standardised souvenirs accompany us on almost every trip. And yet we regularly buy them. Often with anticipation – sometimes with a guilty conscience.
Why do we do this?
Because souvenirs don't primarily tell us about the place – they tell us about ourselves.
Travel doesn't just move us geographically. It also changes our emotional state: we experience disorientation, joy, nostalgia, excitement and sometimes uncertainty. A souvenir is an attempt to translate these moving feelings into an object that remains – even when the moment has passed.
Whether it's a glittering memento or a hand-carved figurine, the gift becomes a symbol. And symbols carry psychological meaning.
In this article, we explore why it's so difficult to return from a holiday without a souvenir – even if the item has no local connection whatsoever. You will learn:
The emotional function of souvenirs
Why buying – even kitsch – leaves us feeling good
How memory, identity and the subconscious influence our purchasing decisions
What interpretations psychoanalysis offers for our travel behaviour
How souvenirs can be chosen consciously and meaningfully
What is a souvenir?
A souvenir is an item that we keep or buy to remind us of a place, an experience or a moment.
The word comes from the French souvenir, meaning ‘to remember’. But souvenirs are not just for remembering. They convey stories, feelings and often a part of our identity.
An example from everyday life:
A snow globe from Vienna may never have seen real snow, but it tells a story of longing, presence and the desire to say: I was here. It was important.
Why this is relevant:
In a globalised and fast-paced world, objects give us something to hold on to. When the experience fades, the object remains.
The psychology behind buying souvenirs: 5 unconscious motives
Why do we buy them so often – even when the gift is neither locally produced nor particularly meaningful?
Memories need a physical form
Memories are fleeting – a souvenir gives them shape.
Whether it's a shell, a postcard or a small figurine, the object serves as proof that something happened. It anchors the feeling in something tangible.
Why this is important:
Without the object, the feeling fades – or seems less real.
The brain links emotions to things
Souvenirs support personal narratives (‘I bought this in Morocco!’).
Abstract concepts such as amazement or change become tangible
The object replaces the feeling
Not every trip feels as fulfilling as hoped. Stress, disappointment or fatigue stand in the way of the ‘magical experience’.
In such moments, we buy symbolic substitute objects. The object compensates for what we did not experience.
Why this is important:
The purchase alleviates unconscious disappointment – the object claims: It was beautiful.
We ‘correct’ emotional deficits through possession
We buy the idea of an ideal trip
The souvenir becomes emotional cosmetics
Possession creates identity
Travel in times of mass tourism can seem anonymous. Everyone sees the same things. Eats the same things.
A souvenir helps to make the experience personal – it becomes my moment.
Why this is significant:
Possessions transform fleeting moments into stories.
The object signals belonging or interest (‘I love Japan!’).
It makes the trip part of one's personal history.
It stabilises one's self-image: I discover. I remember. I bring something back with me.
Guilt and social obligation drive the purchase
Many people buy souvenirs for others – out of a sense of duty or fear of appearing selfish. For family, colleagues, acquaintances.
Why this is significant:
The joy of travelling becomes a debt.
We fear appearing ungrateful or self-centred
The gift acts as a symbolic apology
The object becomes a gesture – not a memory
Souvenirs as a substitute for the unattainable
From a psychoanalytical perspective, souvenirs are fetish objects – they replace something that is missing.
They act as a defence mechanism against the loss of time, control and place.
Why this is significant:
We don't just buy things – we calm deeper fears.
The purchasing process appeases our unconscious fear of transience
The object provides stability in times of inner disorientation
It symbolically creates permanence in a fleeting world
From handmade mementos to global mass-produced items
In the past, souvenirs were usually handmade, typical of a place and unique.
With the rise of mass tourism, a new market segment emerged: consumer goods for travellers.
Manufacturers produce in bulk, retailers sell the same items worldwide – adapted with local names, but rarely actually made ‘on site’.
The paradoxical effect:
Even if a souvenir has no real connection to the destination, it still fulfils its emotional purpose.
Why?
Because the story is more important than the origin.
The effect of mass souvenirs – a psychological perspective
What do we lose – and what do we gain – when we buy standardised souvenirs?
What is lost:
Authenticity and local connection
Appreciation for genuine craftsmanship
Ecological resources through transport and mass production
What is (supposedly) gained psychologically:
Easy access to mementos
Less pressure to decide (‘You just take it with you’)
Standardised symbols are easier to communicate
How you can choose more consciously
Understanding the psychological mechanisms can add a new dimension to souvenir shopping. Here are a few suggestions:
Pause before buying: Ask yourself – who is it really for?
Shop locally: craft shops, flea markets, artist cooperatives.
Make your own: drawings, pressed leaves, notes.
Photos instead of objects: digital memories instead of physical burdens.
Stories instead of things: try out a recipe. Recount a moment.
This makes memories lighter – but deeper.
Conclusion: what souvenirs really say
We don't buy souvenirs because they are beautiful, practical or authentic.
We buy them because they have emotional significance – for identity, memory and belonging.
This understanding invites us not to forego souvenirs, but to treat them more consciously.
A souvenir is not just an object, but a reminder of what we want to hold on to inside.
The psychological essence at a glance:
Bond
Emotional trace
We freeze meaning in things
Souvenirs reflect our need for permanence in a fleeting world
We reach for souvenirs so we don't forget how we felt – or how we wanted to feel. They give us stability when travel makes us feel insecure. They shape our identity when movement dissolves it. And they give meaning when the moment is already over. Whether produced in Bali or Bangladesh, souvenirs primarily serve our psyche – and only then the geographical location. Those who recognise this travel more easily – and more deeply.
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