Nostalgia Marketing: Creating Lasting Connections at your next Trade Show

Walk through any major trade show and you will likely spot a pattern: the booths that stick with people aren't always the ones packed with the latest technology or elaborate stunts. Just as often, it's the exhibits that tap into something familiar. Maybe it's a throwback to a classic arcade game, or a childhood toy of the past, but nostalgia marketing is making a comeback. And, the fact is, weaving nostalgia into your exhibit isn’t about clinging to the past; it’s about building an emotional bridge from yesterday to today that invites your audience to engage.

Why Nostalgia Resonates
It’s no accident that nostalgia stirs up strong feelings. Nearly 90% of people say they remember the past fondly, and these warm memories can strengthen our connection with brands. Nostalgia doesn’t care about age. Millennials and Gen Z, for example, are drawn to iconic brands, pop culture, and trends from before the day they were even born (or at least it seems so). 

There’s tangible business sense in this: combining nostalgia with your brand story can boost engagement by as much as 60% and even encourage customers to pay more, about 10-15% extra, according to recent marketing research (Accelerant Research). Companies running these campaigns have also seen a 3-5% bump in revenue. The shared fondness for “the good old days” isn’t just about memory. It is driven by emotion, and it inspires people of all ages. For exhibitors, that means deeper engagement and a wider reach.

The Real-World Impact: More Than Just Memories
With Millennials and Gen Z holding tremendous spending power, brands can’t ignore the opportunity that nostalgia brings Millennials and Gen Z. The numbers don’t lie. In 2024, millennials had a global spending power of $2.5 trillion, according to Visual Capitalist. And with a projected global spending power exceeding $450 billion (Statista), Gen Z is an even more influential market segment. 

The importance of these generations cannot be overstated. Luckily, when the right elements are used you can reach them and watch as booth traffic increases, attendees linger longer, and the buzz spills onto social media. A visitor’s experience in your booth can spark brand loyalty and lead to high-quality leads, often with a measurable impact on the bottom line. 

Let’s take a look at some brands that got it right. 

McDonald’s and the Grimace Birthday
McDonald’s tapped into retro vibes by launching an 8-bit arcade game as part of the Grimace Birthday campaign. This is a perfect example of 'nostalgia made interactive'. Alongside vintage-style swag, they inspired more than 3 billion TikTok views. The game allowed users to interact with the brand in a way that was both nostalgic and engaging, creating a memorable experience that extended beyond the trade show floor.

Mattel’s Barbie Comeback
Mattel breathed new life into Barbie with experiences that let attendees snap selfies with interactive backdrops. This playful throwback, combined with smart marketing, led to a 25% growth in toy sales and over 165 new brand partnerships worldwide. More recently, we helped Cafe Valley Bakery launch a new line of Barbie cupcakes at IDDBA! 



Chili’s Burger Time Challenge
Chili’s brought back a beloved arcade game as a booth activation. In just 20 days, it drew 8,184 hours of gameplay. More than just entertainment, it became a story visitors wanted to share and remember. 

Tracking Performance: Does Nostalgia Work?
The short answer: yes. Trade show teams are seeing measurable results across key performance indicators when they implement strategic approaches. Booth traffic shows noticeable increases in visitor numbers, while dwell time extends as guests stay longer at displays. Lead generation improves with best-in-class quantity and quality of leads captured. Social engagement jumps with more shares and online mentions. Strategic trade show execution delivers tangible business impact beyond just brand awareness.

Bringing Nostalgic Experiences to Your Exhibit
If you want to give this strategy a try, you don’t need a blockbuster budget or a global brand. It just takes a thoughtful approach and some creative planning. Here’s how you can get started:

1. Focus on Design

• Build your booth with retro branding—think color palettes, fonts, and icons that truly represent a favorite era.
• Set the mood with recognizable music from the same time period.
• Create unique photo spots that attendees can’t resist snapping and sharing.

2. Mix in Technology

• Bridge past and present with interactive elements, such as retro games remade for modern audiences.
• Make social media front and center, so the experience keeps working even after the show closes.
• Try AR activations or digital collectibles to add a high-tech twist.

3.  Encourage Engagement

• It helps to appeal to more than one generation. Pick elements that tug at universal heartstrings, like childhood fun or family traditions.
• Limited-edition giveaways with a vintage spin give people a reason to stop by—and keep talking about their visit later.
• Run hands-on activities, from simple games to themed demonstrations

Additional Tips:

• Start with Research: Identify what resonates with your audience and which aspects of the past naturally align with your brand.
• Design Intentionally: Every nostalgic touchpoint should feel genuine and connected to your message, not pasted on as an afterthought.
• Integrate the Right Tools: Ensure that technology enhances the experience, not complicates it.
• Measure What Matters: Track your results by looking at leads, booth visits, engagement on social, and impact on sales—then adjust and refine for next time.

Why the Nostalgia Trend Isn’t Going Anywhere
We all crave real connections, especially on high-energy tradeshow floors. Nostalgia makes those connections possible, sparking smiles and conversations. Gen Z is starting to discover its own “retro” touchpoints, while Millennials' enduring love for the past continues to influence their purchasing habits.

The brands that succeed are those who find authentic, meaningful links between their story and people’s memories, often combining old-school charm with modern engagement. That’s how you stand out, both on the show floor and long after everyone’s gone home.

Contact us today for a free consultation!

About the Author
Niru Desai
Vice President of Strategy, Skyline Exhibits

Niru brings over 20 years of experience leading strategy teams at top experiential agencies. Renowned for her ability to simplify complex challenges into actionable strategies, she has advised on major global events like Mobile World Congress (MWC) and the London Olympics.

As an avid storyteller, Niru excels in crafting compelling narratives that drive impactful brand experiences. A sought-after speaker, author, and blogger, she shares insights on topics ranging from sustainability and brand experience to data-driven outcomes. Her expertise has earned her appearances on national television, solidifying her reputation as a thought leader in the trade show and events industry.