Leverage nostalgia to drive sales

By Melody Caban

Leverage nostalgia to drive sales at your gift shop.

Remember the thrill of cracking open a fresh Trapper Keeper or the hypnotic glow of a Tamagotchi keychain? For millennials and Gen Z, these aren’t just dusty relics of the past, but they trigger warm, fuzzy nostalgia.


And guess what? This isn’t just a sentimental trip down memory lane. It’s a powerful marketing force that savvy retailers can leverage to boost sales and create a loyal customer base.



Embrace the ’90s aesthetic

The ’90s were a vibrant era with a distinct visual identity: bold neon colors, geometric patterns and grunge.


"Nostalgia isn’t just for millennials and Gen Z — it’s a universal emotion that spans generations."


In a recent study, Kantar found that 52% of 12- to 29-year-old consumers prefer classic brands and 81% enjoy brands that bring back childhood products and trends. Find ways to stock retro items, such as classic toys, throwback-inspired fashion and vintage home goods.



Channel pop culture icons

From iconic video game characters to pop bands, the ’90s and early 2000s yielded many iconic characters. Feature these beloved figures on merchandise, from home decor to notebooks and T-shirts. Licensed brands are working with your favorite vendors to dream up a dose of nostalgia.



Reintroduce childhood toys

Give your customers a chance to relive their childhood dreams with classic toys that have a modern twist. Think limited-edition building block sets featuring popular movies and pop culture icons.


According to Circana, a market research company, U.S. adults accounted for over 17% of total toy sales in 2023. This is all part of the “kidult” economy, where adults embrace their inner child and indulge in nostalgic merchandise.



Create a multi-generational experience

Nostalgia isn’t just for millennials and Gen Z — it’s a universal emotion that spans generations. Create opportunities for parents to share their childhood favorites with their kids. Host “Retro Night” events to bring families together and foster cross-generational connections.



More than just buzzwords

Nostalgia marketing is about tapping into an emotional connection and creating a sense of belonging. By catering to the nostalgia of millennials and Gen Z, you’re not just selling products. You’re selling a feeling.


Your store and products can offer a chance to reconnect with happy memories and create new ones.


Here’s the bottom line: Nostalgia marketing is here to stay. By embracing it, stores can build a loyal customer base, generate buzz and ultimately boost sales. Dust off those throwback favorites and rewind your way to retail success.



Melody Caban is founder of Melody CabAn Consulting, a Latina-owned consulting service that cracks an urgent problem facing museums. Learn more at www.melodycabanconsulting.com.