Kmart has shown that sometimes, a simple product with the right story can take over the market. Their $8 inflatable chair, inspired by Y2K nostalgia, has blown up on social media. A TikTok video calling “the early 2000s are back” set off a wave of excitement, with people sharing memories of inflatable furniture from their childhood.
Some even joked about needing matching bubble backpacks, while others laughed about the struggle of getting out of the chair in their 30s. But this isn’t just fun—it’s a perfect example of how businesses can use nostalgia and social media to grab attention and boost sales. For small businesses and founders, Kmart’s success is more than just a story—it’s a lesson. Here’s how you can use similar strategies to connect with your audience and stand out in today’s market.
Why the past sells
In the fast-paced world of marketing, nostalgia has always been a powerful tool. But today, it’s evolving into something even more immediate—what some experts call “nowstalgia.” The modern spin on nostalgia taps into recent memories and feelings of comfort, offering brands a unique way to connect with customers. For small businesses, understanding and leveraging these trends can turn fleeting moments into long-term success.
Traditional nostalgia marketing operates on a 20-to-30-year cycle, reviving cultural touchstones from decades past. Think of the Furby re-release or the resurgence of 90s-era fashion like platform sandals. Nowstalgia, however, compresses this timeline. Fueled by pandemic-era experiences and social media’s instantaneous nature, people are longing for things from just a few years—or even months—ago. The COVID-19 pandemic accelerated this shift. Lockdowns created a yearning for everyday experiences like eating out or going to the movies.
According to Krystine Batcho, a psychology professor specializing in nostalgia, this longing led people to romanticize even the immediate past. For brands, this means the window to evoke nostalgia has widened and become more personal, offering new opportunities to connect with consumers.
Whether long-term or short-term, nostalgia elicits strong emotions. Research shows that consumers are more likely to spend money when products or campaigns trigger fond memories. This emotional response fosters a sense of comfort and connection, which can be especially effective in uncertain times. For example, the Netflix sleeping bag designed to mimic their iconic red DVD envelopes tapped into this emotional response. It didn’t just celebrate the company’s history—it gave customers a tactile way to relive a specific memory tied to the brand.
How SMEs can leverage nostalgia trends
For small businesses, integrating nostalgia or nowstalgia into your marketing strategy doesn’t require massive budgets. Here’s how you can start:
1. Reimagine Past Products
If you’ve been in business for a while, look back at your own history. Reintroducing popular products or designs from previous years can resonate with longtime customers while attracting new ones. For newer businesses, identify cultural moments your audience holds dear and find ways to integrate them into your offerings.
2. Focus on Emotional Storytelling
Every product or service has a story. Share the inspiration behind your business or the memories tied to a specific product. For example, a bakery could create limited-edition treats inspired by childhood snacks, complete with a story about their nostalgic origins.
3. Harness Social Media Trends
Social platforms like TikTok and Instagram thrive on nostalgia content. Engage users by creating challenges, sharing behind-the-scenes moments, or encouraging them to reminisce using your products. The key is to make your offerings feel both familiar and fresh.
4. Tap Into Affordable Nostalgia
As demonstrated by Kmart’s viral $8 inflatable chair, affordability can amplify a product’s appeal. Budget-friendly, nostalgia-inspired items allow customers to indulge in a memory without breaking the bank.
5. Stay Agile with Nowstalgia
Social media has shortened the nostalgia cycle, so be prepared to pivot quickly. Monitor trending hashtags, memes, and pop culture references. If a particular aesthetic or moment becomes popular, consider incorporating it into your offerings.
The future of nostalgia marketing
Nostalgia marketing is no longer just about reviving the distant past. Nowstalgia proves that even recent experiences can evoke powerful emotions, offering brands and businesses new ways to connect with their audiences. Small businesses can use this trend to their advantage by blending authentic storytelling with a keen eye on cultural shifts.
Whether it’s revisiting a beloved product or drawing inspiration from yesterday’s trends, the opportunity to create meaningful connections—and drive sales—is greater than ever.
