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There are many things that can evoke feelings of nostalgia. Whatever the source, CivicScience data show that a majority of Americans have been feeling it lately. In the past week alone, 62% reported feeling at least ‘somewhat’ nostalgic for the past, including 20% who’ve felt ‘extremely’ nostalgic. This trend spans every adult age group, led by those under 45, but also includes 56% of those over 65. Nostalgia has a clear impact on retail, as highlighted by a recent CivicScience study on adults buying “kids” toys and collectibles. But that’s just the beginning—there’s far more beneath the surface.
Why Nostalgia Matters for Brands
Feeling nostalgic is one thing—but that nostalgia isn’t just tugging at the heartstrings, it’s also opening wallets. Nearly half (48%) of U.S. adults say they’re at least somewhat likely to buy something that reminds them of the past. While nostalgia is more influential in shaping purchasing among younger generations, its impact among older Americans who tend to have higher discretionary spending should not be overlooked.
What’s more, those likely to purchase nostalgia-driven products are also willing to pay a premium to get them. Notably, those making under $100k annually are seven percentage points more likely to be open to paying more compared to those earning $100K+ (55% to 48%, respectively).
Take Our Poll: How important is nostalgia in influencing your purchase decisions?
Can Nostalgia Break Through Tariff Fears?
Nostalgia is also showing signs that it can woo tariff-leery consumers. Fifty percent of respondents who are concerned about tariffs’ impacts on their expenses say they’d be likely to purchase a product that inspires nostalgia for the past. Roughly 6 in 10 of those concerned also say they would be willing to spend more for those products.
Nostalgia’s Strengthening Pull in Clothes Shopping
Not only are more Americans feeling nostalgic lately, but they’re also more likely to purchase nostalgia-inducing clothing as a result. In fact, the percentage of U.S. adults who say nostalgia influences their clothes shopping ‘at least a little’ has increased by 25% over the past two years. This increase is most pronounced among the 30-44 Millennial age group, with those influenced by nostalgia while shopping for clothes rising from 45% to 63% since 2023.
Take Our Poll: Do you prefer shopping for vintage fashion?
Where Nostalgia Influences the Most Customers
Beyond the Gen Pop, certain brands could be well served to lean into nostalgia in their offerings compared to others. A close look at some of the thousands of brands that CivicScience continuously studies uncovers which retail and apparel brands have the highest (and lowest) percentage of customers who say their clothing purchases are influenced ‘a lot’ by nostalgia.
The data reveal that many of the brands with the highest percentage of customers who are influenced the most by nostalgia are found among trendy and/or Gen Z-driven brands. That said, Chico’s, a brand typically favored by women 40+, is a leader, highlighting nostalgia’s impact is far from a young adult game.
With Americans’ emotional well-being under strain and longing for the past on the rise, nostalgia is increasingly shaping consumer behavior. Many are not only likely to purchase products that evoke memories but are also willing to pay a higher price for them, even amid ongoing uncertainty. Apparel is a standout category in this trend, as shoppers gravitate toward clothing that evokes the past, giving brands an opportunity to engage consumers and drive meaningful sales.
