Grandparents spend. We all know that, right?!
Driven by emotional connection and a desire to provide “the best” for their grandkids, they are always looking for ideal gifts, for any occasion and often just because.
The grandparent market is an opportunity for every newsagent.
1. Tradition Starter Bundles
Leverage niche expertise by creating entry-level kits that encourage a shared hobby. Think coin collecting, a love of cars, enjoyment building things or creating things.
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The Hobby Starter: Pair a beginner’s coin album with a high-quality magnifying glass and a “mystery pack” of coins.
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The “Grand-Master” Puzzle Pack: Combine a 1,000-piece landscape jigsaw for the adult with a reasonably closely matching 100-piece version for the child, encouraging them to clear the dining table and build together.
2. Navigating the Pokémon & “Blind Box” Phenomenon
Many grandparents find the world of Pokémon and “Blind Boxes” overwhelming. Position your store as the “translator.”
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Parent-Approved Pokémon Kits: Since 2026 marks Pokémon’s 30th Anniversary, create bundles that include a “Booster Bundle” and a high-quality VaultX binder. Signage should explain: “Start their collection the right way.”
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The Mystery Wall: Organise blind boxes by “vibe” rather than just brand (e.g., “Cute Animals,” “Glow-in-the-Dark,” “Miniature Food”). This helps grandparents choose based on the child’s personality.
3. Tactile & Sensory: Fidgets and Plush
Tactile toys aren’t just for kids; they are part of the “Cozy Culture” trend of 2026 that prioritises emotional regulation.
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Premium Plush: Move beyond generic toys to “Weighted Plush” known brands like Ty. These are perceived as “proper” gifts that look beautiful in a bedroom.
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Calm-Down Kit: Bundle a high-quality metal fidget spinner or “infinity cube” with a beautiful art/craft journal. Market it as a way to “unplug and create.”
- Fidget. Consider NeeDoh and other quality fidget and relax type products.
4. Crosswords, Books, and Brain Training
Grandparents value educational growth – embrace brain play.
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Dual-Generation Puzzles: Stock crossword books that feature “Junior” and “Expert” clues on the same page.
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Legacy Books: Source hardbound “treasury” editions of classic stories or high-quality STEM books. Use signage like: “A book they’ll read to their own children one day.”
5. Creative Connection: Art & Craft
Help nurture kids who want to be makers.
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The “Masterpiece” Set: Instead of cheap plastic kits, offer professional-grade watercolour sets or clay-modelling kits.
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Workshop Gift Cards: If you have the space, offer a “Grandie & Me” craft afternoon voucher. It sells the product (the kit) and the experience (the time spent together).
My core point here is that the grandparent market is strong and you can make money from this with some small decisions in-store. This is an easy win for Aussie newsagents regardless of location.
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Mark Fletcher founded newsagency software company Tower Systems and is the CEO of newsXpress, a marketing group serving innovative newsagents who continuously evolve their businesses to be enjoyable, relevant and successful. You can reach him on mark@newsxpress.com.au or 0418 321 338.