State of the U.S. Luggage Industry

How Is the U.S. Luggage Industry Performing in 2026?

U.S. travel goods sales reached $6.4 billion in 2025, down 4% year-over-year but still nearly double 2020 levels, as growth shifts away from traditional suitcases toward backpacks, smart features and value-driven purchasing.

This overview draws on retail sales data from Circana (presented by Beth Goldstein) and industry analysis from the Travel Goods Association (TGA), the Global Business Travel Association, and the American Apparel & Footwear Association.

U.S. Travel Goods Market 2026

U.S. travel goods sales (luggage, backpacks, duffels, and chest/waist/fanny-packs) reached $6.4 billion in 2025, down 4% from 2024's $6.6 billion. The category has grown from $3.3 billion in 2020 and current sales remain nearly double pre-pandemic levels. The more recent 12-month trend (through April 2026) shows dollar sales down just 2%, with unit volume up 1% meaning consumers are still buying, just paying less per item on average (average selling price down 3%).

What this means for sourcing: Demand hasn't collapsed, it's recalibrating around value. Suppliers who can hold quality while offering price flexibility or who can pivot to segments with unit growth, are better positioned than those competing purely on legacy price points.

Are backpacks outselling suitcases in the United States?

Backpacks now account for 46% of U.S. travel goods dollars, more than any other category, while traditional suitcases, sets and garment bags have slipped to 29% and are still declining. Circana's backpack category spans everything from everyday commuter and school backpacks to trekking and adventure packs, and backpacks generally have a much shorter replacement cycle than suitcases. They see daily wear, get replaced more often and are frequently owned in multiples (commute, gym, travel, hiking). Suitcases are a considered, infrequent purchase that can last for years. 

Here's the full category breakdown for the 12 months ending April 2026:

• Backpacks: 46% of category dollars which is the largest and a growing share
• Suitcases, sets and garment bags: 29% 
• Duffel bags: 11% 
• Travel accessories: 7% 
• Chest/waist/fanny-packs: 7% 

Backpacks are also the top-selling travel goods category on TikTok Shop and other social commerce channels, reinforcing that this shift is being driven by younger, digitally-influenced buyers.

Which luggage sub-segments are growing the fastest?

Smart luggage and smart backpacks are growing fastest, with CAGRs as high as 11–21%, followed by eco-friendly designs and adventure backpacks.

What this means for sourcing: When evaluating new suppliers or expanding an existing relationship, ask directly about capability in these areas: tech integration (charging ports, tracking hardware), sustainable material sourcing and modular/convertible construction.

Are U.S. consumers buying luggage online or in stores?

Both but the balance has shifted sharply: online's share of travel gear and luggage sales has grown from roughly 12–21% in 2019 to 30–36% in 2026, while offline retail still holds the majority.

Circana checkout data shows total online penetration for travel goods at 25%, with Amazon commanding 73% share of online travel goods sales (third-party marketplace plus its own retail), far ahead of Walmart, Lululemon, Macy's and Target, each in the low single digits.

Despite the online growth, offline retail remains preferred by most consumers for luggage specifically, largely because buyers want to physically test wheels, weight, durability and fit before purchasing, something harder to replicate online for a considered higher-cost purchase.

What this means for sourcing: This isn't an online-vs-offline choice. The winning approach is omnichannel: suppliers and retailers that support buy-online-pickup-in-store, seamless cross-channel returns and consistent product information whether the customer discovers a product on social media or in a store aisle.

How much does social media influence luggage purchases?

74% of consumers use social media to discover luggage brands and 44% have bought a bag as a direct result of something they saw on social media.

• Of those social-driven purchases, 59% originated from a brand or retailer's own post, 47% from an influencer or content creator and 37% from a friend, family member or other user
• Most of those purchases (56%) happened via a linked website, though 44% purchased directly within the social platform itself

TikTok Shop is a growing but still small piece of this: total TikTok Shop sales reached $10 billion year-to-date in 2026, but travel goods represent under 1% of that total. Within travel goods on TikTok Shop specifically, luggage is the leading category at 40% share, driven heavily by multi-piece sets. The top-selling item being a 4-piece set averaging $179.

Do buyers care more about quality or price when choosing luggage?

Quality remains the top purchase driver at 27% in 2026, ahead of price and promotion at 17% but a growing share of buyers (28%) are comfortable buying luggage “dupes” instead of established brands.

When asked what most influences their luggage and travel bag purchase decisions, consumers ranked quality as the top factor in both 2025 (26%) and 2026 (27%), ahead of price/promotion (down to 17%, from 21% the prior year) and overall value (18%). Versatility rose to 9%, reflecting growing interest in multi-use designs. Meanwhile, 60% of consumers report having purchased a “dupe” across fashion, beauty and luggage categories, and 28% have specifically bought a luggage or travel bag dupe, up 7% from 2024. Of dupe buyers, 57% purchased from Amazon.

Will U.S. travel demand hold up through the rest of 2026?

Yes, most signs point to continued resilience: 2025 TSA passenger volumes were up 6% versus pre-pandemic 2019, and most consumers plan to travel the same or more in 2026.

According to TSA passenger volume data, 2025 screenings hit record levels and that momentum has held into 2026. Headwinds exist, continued cost pressures, uneven consumer sentiment and geopolitical uncertainty, but they're being offset by resilient premium bookings and the enduring priority consumers place on travel and experiences.

What should sourcing teams take away from this data?

1. Ask suppliers about smart and sustainable features. These sub-segments are small today but growing fastest so early supplier relationships here compound over time.
2. Plan for omnichannel, not online-only or store-only. Buyers research online and often still want to test products in person; suppliers and retail partners need to support both.
3. Build in flexibility for social-driven demand spikes. A single viral product can move volume quickly; supplier lead times and reorder flexibility matter more than ever.
4. Don't assume quality requires a premium brand. Buyers want quality, but a growing share are open to sourcing it outside established brand names, which is a real opening for factory-direct relationships.

Frequently Asked Questions

How much does social media influence luggage purchases?

74% of U.S. consumers use social media to discover luggage brands, and 44% have purchased a bag directly as a result of seeing it on social media.

Do U.S. consumers prioritize quality or price when buying luggage?

Quality is the top purchase driver (27% in 2026), ahead of price and promotion (17%). However, 28% of consumers have bought a luggage “dupe” instead of an established brand, up from 2024.

What is a Travel Sentry TSA lock, and does it affect luggage sourcing?

A Travel Sentry TSA is a lock built to the Travel Sentry standard, letting authorized airport screeners open and re-lock a bag without cutting the lock off. It's identified by the red diamond Travel Sentry mark. For suppliers building to this standard (rather than an unrecognized lock) can be a meaningful differentiator for buyers selling into the U.S. and other markets where the standard is widely recognized.

Sources

• Circana — Retail Tracking Service, Checkout, Omnibus Consumer Survey, and Social Commerce/TikTok Shop data, presented by Beth Goldenstein
• Travel Goods Association (TGA) 
• Global Business Travel Association
• American Apparel & Footwear Association
• U.S. Transportation Security Administration — passenger volume data