A Goyard St Louis PM will cost around $1,285 in 2020. Today, that same bag runs closer to $1,895 in the U.S.  and it didn't get there in one jump. Goyard handbags have climbed steadily since the pandemic, following a pattern the brand rarely talks about publicly but that resellers and collectors track closely. This piece walks through what's actually changed, why it happened, and whether the price hikes make sense given everything else going on in the luxury handbag market.Here's the blunt version: prices are up roughly 35-45% across most core styles since 2020, increases now happen almost yearly instead of every couple of years, and Goyard still refuses to post prices online  so most buyers only find out the new number when they walk into a boutique.

Why Goyard Raises Prices So Often

Ask five different luxury resellers why Goyard keeps raising prices, and you'll get five slightly different answers: material costs, currency shifts, demand outpacing supply. All of them are partially right.Goyard's Goyardine canvas is hand-painted at a single workshop near Orléans, France, and https://goyardd.us/  that production model doesn't scale the way a factory-run brand can scale. Labor costs in France have climbed since 2020, and so have raw material costs across leather goods generally. There's also a simpler explanation that gets less attention: Goyard doesn't need to justify its pricing to anyone. No stock price, no shareholder calls, no seasonal sale cycles to protect. It's privately held, and it prices however it wants.

Goyard Handbag Prices: 2020 vs. Today

Numbers tell the story better than adjectives. Below is a rough comparison of a few core Goyard handbags, based on tracked U.S. retail pricing over the past several years.

These figures shift depending on boutique location and currency, since Goyard prices differently across the U.S., Europe, and the UK. But the trend line is consistent everywhere: up, and up again.

Has Every Goyard Bag Gotten More Expensive?

Not exactly  and this is the part most price guides skip. In 2024, some Goyard styles in the U.S. actually saw price adjustments downward rather than up, with the Anjou collection reportedly seeing a slight recalibration compared to 2023 pricing. It's a small deviation from the pattern, but it's real, and it suggests Goyard is at least somewhat responsive to regional demand rather than raising every price on autopilot.That said, don't read too much into one style dipping slightly. The broader trend across Goyard handbags remains upward, and Saint Louis  the brand's flagship tote  has moved almost exclusively in one direction since 2020.

How Does This Compare to Louis Vuitton and Chanel?

Goyard's price increases actually look modest next to some competitors. Chanel's classic flap bag has roughly doubled in price since 2019, moving from around $5,200 to well over $10,000 in some markets, a much steeper curve than anything Goyard has done. Louis Vuitton has raised prices more gradually, similar to Goyard's pace, often citing currency and material costs in official statements.My take: Goyard's increases feel less aggressive on paper, but they sting more psychologically because the brand offers zero transparency. Chanel and Louis Vuitton at least publish prices on their websites. Goyard makes you walk into a store, ask, and absorb the number in real time  which somehow makes each increase feel bigger than it actually is.

What's Driving Demand Despite Higher Prices

Higher prices haven't slowed demand for Goyard handbags  if anything, resale prices have climbed too, which usually signals healthy demand rather than a bubble. A few factors are keeping the brand hot:

• No online retail presence, which creates artificial scarcity and boutique-only urgency

• Minimal logo visibility, appealing to buyers tired of loud branding

• Hand-painted personalization options that make each bag feel less mass-produced

• Strong resale retention compared to logo-heavy competitors

Scarcity marketing works. Goyard just does it without ever calling it marketing.

Is It Still Worth Buying a Goyard Handbag in 2026?

Yes, if you're buying for daily use and long-term value rather than short-term trend appeal. Goyard handbags continue to hold resale value better than most competitors, and the craftsmanship hasn't changed even as prices climbed. The St Louis PM, despite costing roughly 40% more than it did in 2020, still sells out in popular colorways at most boutiques  which tells you the price hikes haven't dented demand in any meaningful way.If you're buying purely as an investment play, though, temper expectations. Resale markups exist, but they're not the kind of guaranteed appreciation people sometimes assume with limited-edition sneakers or certain Hermès bags.

Final Word

Prices aren't going back down, and betting on a "wait for a sale" strategy with Goyard is a losing game the brand doesn't discount, and it rarely reverses a price increase once it's made. If you've been eyeing a Goyard handbag, the honest advice is simple: buy this year's price, not next year's regret.