U.S. Highway 66, popularly known as Route 66, hit a major milestone this year as it celebrates its centennial. Even though the United States decommissioned this iconic highway in 1985, many travelers keep its legacy alive by driving the route and visiting famous stops along the way across the 2,400-plus mile stretch.
Route 66 winds across roughly two-thirds of the continental U.S., passing through eight states from Lake Michigan in Chicago to the Pacific Ocean coastline in Santa Monica, California. The highway began in 1926 when the Bureau of Public Roads launched the nation’s first federal highway system. The National Park Service website reports that the highway quickly became a popular route due to active promotion from the U.S. 66 Highway Association, which advertised Route 66 as “the shortest, best and most scenic route from Chicago through St. Louis to Los Angeles.”
Small souvenirs like classic Route 66 mugs are favorites with customers at Fanning 66 Outpost.
People from all over the world have traveled on Route 66. Scattered along this road are many destination retailers — some new and some old — all dedicated to helping people celebrate the past, present and future of Route 66 and its landmarks.
Stop #1
Illinois Rock & Roll Museum on Route 66 | Joliet, Illinois
The Illinois Rock & Roll Museum on Route 66 is a newer attraction along Route 66 — Guest Services Manager Christine Johnson says the museum opened in 2023 to showcase the history of both rock ‘n’ roll icons of Illinois and the state’s ties to Route 66. The museum features a colorful, eclectic aesthetic that encapsulates the spirit of both classic rock ‘n’ roll and Route 66.
While the museum and its shop certainly highlight rock ‘n’ roll’s history in Illinois, Johnson says the museum’s location on Route 66 is also very important and is featured in souvenirs across the store.
“Route 66 is vintage Americana,” she says. “A lot of people are looking for the kitschy mom-and-pop feeling and all the cool things that were on the route in its history. People are looking for fun nostalgia that takes them back in time.”
Even though the museum is a new stop for people traveling along Route 66, Johnson says it’s already popular with tourists. To date, she says travelers have come to the museum from 49 states and at least 54 different countries and counting.
The museum store features more than just souvenirs — a retro soda bar setup complete with bar stools and a jukebox invite guests to come sit and take a selfie to make a memory while they’re in the store. Next to the diner bar, autographed electric guitars along with some T-shirts for sale.
Knowing that many visitors are road trippers, Johnson stocks a lot of smaller souvenirs that travel well. She turned to some one-of-a-kind vendors known for Route 66 memorabilia for the store, including David Wickline’s Route 66 magnets and Efren Lopez’s Route 66 photographs and postcards. She adds that Route 66 children’s books and coloring books from Anne Slanina are big with the kids and families coming in.
Store displays tie together Route 66 and rock ‘n’ roll perfectly, with rock on one side of a shelf and highway history on the other side. Some products blend these themes together seamlessly like the store’s new “Rock the road — 100 years and still rocking” T-shirts celebrating the Route 66 centennial.
Since people of all ages and demographics have been stopping at the new museum and its gift shop,
Johnson says she tries to carry something for everyone.
“I listen to the travelers who come in. I ask them, ‘What would you like to see in our gift shop?’” she explains. “I ask people what they want to see in the gift shop. Usually, they are right on the target — I put stuff they recommend in here, and it flies off the shelves. We do very well here in the gift shop. I’m proud of where it’s come.”
Stop #2
Fanning 66 Outpost and the Large Rocker | Cuba, Missouri
Five hours down the road from Joliet, many Route 66 travelers stop to look at the world’s second-largest rocking chair outside the Fanning 66 Outpost in Cuba, Missouri. Owner Ryan Thompson explains that it had been the world’s largest rocking chair until a few years ago.
Jack Rabbit Trading Post displays custom Route 66 mugs, tees and more.
“We have what was once the world’s largest rocking chair. Now it’s the second largest, but that still brings a lot of people!” he says, noting that the 42-foot-tall chair has even attracted some celebrities like Billy Connolly and other TV personalities who want to take a selfie by the famed chair.
Inside the 10,000-square-foot store, nostalgia is plentiful with over 400 different glass soda bottles to choose from, penny candies and the smell of homemade fudge and popcorn wafting from the kitchen.
Thompson says Route 66 signs always sell.
“We sell Signs4Fun signs, and most of my signs are under $17,” he notes.
Route 66 magnets are also popular at Fanning Outpost, with over 40 designs to choose from. Thompson adds, “A lot of people like the small souvenirs.”
People also like souvenirs that can’t be found elsewhere on Route 66. In 2025, Thompson says Route 66 salt-and-pepper shakers in the shape of a gas pump were his No. 2 sellers. People also enjoy homemade Route 66 bracelets and throw pillows that one of Thompson’s relatives makes for the store to sell.
Fanning Outpost prides itself on its wide selection of souvenirs and gifts, from T-shirts and hats to puzzles, Monopoly and drinkware. Thompson says the popularity of his store has spread through word of mouth from past travelers, many of whom post about their visits on social media.
“The word of mouth does a lot for us, and people say they enjoy how crazy our selection is and how we have a lot of different stuff,” he says.
Just as important as the store’s souvenir selection is its customer service. Knowing that tourists might not be able to return to the store for a long time, Thompson offers to help customers by shipping souvenirs to their home if they ask.
“We’re so early on Route 66, so I get a lot of people who finish the route and call me saying, ‘I figured I would see this souvenir again, but I did not. Can you ship it?’” he explains. “So we offer shipping. Especially with motorcycle groups coming in, we let them know we can ship to them.”
Stop #3
Jack Rabbit Trading Post Joseph City, Arizona
One of the oldest stores along Route 66 is the Jack Rabbit Trading Post in Joseph City, Arizona. The store turned 77 years old this year, and owner Cindy Jaquez says she created some souvenirs with the store’s logo and the phrase “77 on 66.”
To celebrate the store’s legacy with customers, Jaquez even offers prizes to customers who have the number “77” in their receipt total.
“If someone has 77 in their total, they get a prize and can pick any one item from our lineup of 77 on 66 merchandise,” she says. “We usually get a winner every other day.”
Jaquez admits not everyone understands the reason for the giveaway, but to her, it’s important to celebrate the store’s long-standing history on Route 66. She shares that her family has owned the store for three generations and all but 12 years of the store’s history. For much of its history, the store has had a large jack rabbit outside, perfect for selfies. Inside the store, there’s just about every souvenir, gift and memento imaginable for travelers to browse.
Like at Fanning Outpost, both magnets and signs are top sellers for Jack Rabbit Trading Post. Jaquez primarily leans on USA-based vendors for her store’s souvenirs, including custom magnets made by Better Magnets and postcards from Smith-Southwestern.
Word of mouth spreads the word about this Route 66 stop, but Jaquez keeps the popularity alive by continuing to post pictures of the store and people’s visits on the store’s Facebook page. With tour groups always coming in, Jaquez says she makes sure to offer them top-notch hospitality to welcome them.
She notes, “If I know a tour is coming, I’ll have treats ready for them, like cupcakes. It makes a memory for them.”
Regularly communicating with other Route 66 store owners and attractions also helps provide Jaquez with inspiration and encouragement, she says.
“We know quite a few of the other Route 66 business owners and are friends with so many of them,” she says. “We support them and do what we can for them. For the most part, many of these businesses are good about helping each other out. It’s just a great feeling to know that we’re all part of this Route 66 family.”
