Why you need to refresh your heritage retail range for Gen Z
Historic houses and landscapes are drawing a younger crowd than ever, sending a vote of confidence for the sector. But young adults aren't always the most obvious demographic to focus on, so here's why you might need to reconsider your product range for the Gen Z customer.
Why young people are engaging with heritage
Young people are turning to heritage sites to escape screen-time and constant digital chatter. Gen Z are taking digital detoxing seriously, and ‘going analogue’ is their response to feeling burnt out and overwhelmed by constant doomscrolling and notifications. They’re taking their time back by prioritising offline, in-person activities and hands-on hobbies like crafting, journaling, puzzles, and sending snail mail. Time outdoors is providing much-needed quiet reflection, and heritage sites offer a rare opportunity to unplug and become immersed in the storytelling behind place.
How pop culture is driving interest
Not only are Gen Z looking for an escape from the digital world, but Heritage themes are showing up everywhere in pop culture right now. There’s been a wave of film adaptations of classic lit, from Frankenstein to the new Wuthering Heights, featuring cinematic, gothic-romantic visuals and a Charli XCX soundtrack. Young audiences are also rediscovering Jane Austen; a new Sense and Sensibility film is in the works, as well as a Pride and Prejudice TV series written by Dolly Alderton. Alongside Austen’s stories, Bridgerton continues to fuel the Regency revival, keeping young viewers hooked on period drama.
Pinterest has named ‘vamp romantic’ as a top trend in 2026, alongside ‘mystic outlands’, inspiring travel and period drama set-jetting to historic houses and landscapes across the UK. The National Trust has seen a 39% surge in Gen Z memberships, and a recent Historic Houses survey found that 99% of young participants were interested in visiting heritage sites. Whether it’s the lure of ‘dark academia’ or screen-free downtime, Gen Z are proving to be a highly engaged audience for all things heritage.
What this means for retail ranges
Gen Z’s enthusiasm is a real boost for the heritage sector, but it’s also a reminder to consider whether your retail offering speaks to a younger audience. Despite clear interest, Gen Z remain an untapped market in heritage retail, and books are a simple way to adapt to trends, keeping ranges fresh and relevant.
Complementary themes
To broaden your appeal, think about how your site’s themes connect with current pop culture trends. For a Regency-era property, Bridgerton and Jane Austen products are a natural fit to bring your retail space up to date. Austen book clubs have become a popular way for young people to take a break from the fatigue of modern dating, and Spotify report that Audiobook streams of her novels have skyrocketed. There are plenty of gorgeous, giftable editions of her classics, perfect for themed displays and cross-merchandising with puzzles, games, floral stationary and scented candles.
A site with gothic themes can tap into the darker, romantic aesthetic we’re seeing everywhere right now. Gen Z care deeply about storytelling, so curated tables themed around mystery and the supernatural, featuring ghost stories, folk tales, and gothic classics like Frankenstein and Wuthering Heights, are likely to have strong appeal.
Younger generations also crave authenticity. As a socially conscious generation, Gen Z want heritage sites to acknowledge themes like colonial history, class, sexuality and gender. Products that are story-driven and reflect those values are more likely to resonate. Books can highlight a site’s key themes, refresh narratives for a modern audience, and spark curiosity that continues beyond the visit.
Product inspiration
Jane Austen Books and Gifts Refresh your range
Bookspeed can help you develop a fresh book range that reflects your heritage story. Get in touch.
