Have you ever walked into a store and felt like you just stepped back in time?

That’s precisely what you’ll feel when you visit The Item Shop in Normal, Illinois.

Owners Ryan Tauscher and Frank Piejko have turned their passion for video games and collectibles into a successful business built on nostalgia, meaning, and emotional connection.

Their journey provides valuable insights into how nostalgia marketing can transform any business. 

What Is Nostalgia Marketing?

So, what is nostalgia marketing exactly? It’s a strategy that taps into customers’ past positive memories to influence purchasing decisions. Instead of focusing solely on newness or trends, nostalgia marketing sells familiarity, comfort, and emotional resonance. For many shoppers, that means entering a store and feeling like they have returned to childhood.

The Item Shop co-owners have mastered this approach. Their store features vintage video games, toys, trading cards, and collectibles that instantly evoke joyful memories. 

Their display of the classic Tiger Electronics handheld games is a powerful example of nostalgia marketing. Popularized in the 1980s, the game immediately draws Gen X customers and makes them feel right at home.  

Another example of nostalgia in action? A young shopper stumbled upon a rare manga set she hadn’t seen in 15 years. She gushed over it as it reminded her of all the stories she loved growing up. 

The Item Shop shows you can use nostalgia to do more than stock shelves. You can use it to connect. 

Below, we’ll explore seven actionable nostalgia marketing tips that can help foster community and build emotional loyalty.

1. Know What Nostalgia Means to Your Audience

Nostalgia marketing starts by understanding which memories matter most to your customers. At The Item Shop, the owners recognize that people purchase used video games to reconnect with memories from their childhood, like playing Zelda on a Saturday morning or trading Pokémon cards with friends.

Ryan says, “People come in and just appreciate what we’ve put together. They like to think about the things they enjoyed as a child.”

They even welcome customers who stay for hours, just soaking in the memories.

When you think about your business, ask yourself: What emotional touchpoints can you tap into beyond the product? Identifying those touchpoints and creating intentional ways to reflect them in your store layout, merchandise, and interactions can make your customers feel more connected to your brand.

2. Build Inventory Around Emotionally Charged Eras

The Item Shop carefully curates its products, prioritizing those that resonate emotionally. From vintage board games to Nintendo 64 cartridges, they know what generations grew up with, and they source accordingly. 

Though their inventory spans decades, they still center their items on beloved gaming, anime, and toy eras that immediately spark joy.

When stocking inventory, focus on the products your customers remember fondly. Items tied to personal experiences with lasting value will matter much more than those with fleeting hype. 

3. Design Your Store Like a Time Machine

The store’s layout and visual merchandising are integral to the overall experience. Ryan and Frank use vintage consoles and collectible displays to create an immersive environment that feels like you’re stepping into the past.

There’s a reason people walk in and say, “Whoa.” The in-store experience hits people emotionally, transforming the store into an extension of the product.

Your store’s physical space can be one of the most powerful storytelling tools. Try these tips to enhance the nostalgic vibe:

• Use Vintage or Retro Fixtures: Swap modern shelves and displays for old-school cases, wooden crates, or metal racks to create a space that reflects a different era.
• Create an Instagrammable Corner: Design one photo-ready section with era-specific props (like a rotary phone, VHS tapes, or a vintage couch) to attract attention and social media shares.
• Decorate with Pop Culture References: Hang posters, incorporate classic packaging, and utilize iconic ads from the past to create a nostalgic ambiance in your space.
• Play Era-Specific Music: A great playlist sets the tone and completes the immersive experience.

Through thoughtful displays, vintage visuals, and familiar design cues, you can make nostalgia come alive when someone walks through the door—no words needed. 

4. Use Shared Fandoms to Build Community

Both owners of The Item Shop are collectors and lifelong gamers, and this passion is evident. That level of expertise translates into authentic interactions and confident recommendations. Their shared love for games like Zelda and Dragon Warrior IV makes it easy for them to bond with visitors, so the store feels more like a hangout than a storefront.

They even host Illinois’ largest video game convention, further solidifying their presence in fan culture.

Building a business around fandoms you care about creates a community of dedicated customers. When people see that your passion matches theirs, trust and loyalty follow. That shared enthusiasm becomes the foundation for long-term relationships, word-of-mouth marketing, and sustainable growth that trends alone can’t deliver.

5. Appeal to All Ages Through Generational Touchpoints

The Item Shop doesn’t just market to Millennials. It strategically carries inventory that resonates with all age groups, from Gen Z kids discovering Pokémon for the first time to Gen Xers rediscovering Atari.

Here’s what they stock:

• For Gen Z: Budget-friendly Pokémon cards and Wii games
• For Millennials: GameCube, PlayStation, early anime
• For Gen X: NES, comics, vintage toys

Consider the generations your store is reaching. Can each group find a meaningful piece of their past in your inventory? Including a popular childhood toy, a favorite video game, or a long-forgotten collectible could offer something familiar to every age group, deepening the emotional connection and broadening your store’s appeal.

6. Make Word-of-Mouth Part of Your Marketing Strategy

Ryan and Frank say it plainly: their best advertising is when someone says, “You have to check this place out.” Because of this, visitors don’t just buy; they rave about their experience! Whether it’s a woman who hadn’t seen Space Invaders in 15 years or a kid discovering a retro game for the first time, the stories customers tell are the real marketing engine. 

Every customer interaction is an opportunity to create a story they want to share. When a visit to your store sparks joy, surprise, or recognition, it becomes a moment worth talking about, so make sure your store (and customer service) is worth mentioning. Customers spreading the word is how you know you’ve gained the true power of nostalgia marketing. 

7. Stay Authentic to Your Own Story

Perhaps the most powerful aspect of The Item Shop’s success is that it’s deeply personal. Ryan and Frank love everything they sell. They built the business because it reflects who they are.

They embody the meaning of nostalgia marketing. The store is filled with items from their collections, so their memories fill the shelves. That makes every customer feel like they’re part of something special.

When launching or growing a retail business, never underestimate the value of authenticity. A store that reflects your real interests, passions, and personal experiences creates a natural connection with customers. People are drawn to sincerity and genuine brands.

Conclusion

The Item Shop illustrates how retailers can leverage nostalgia marketing to craft a more personalized and enduring customer experience. By curating inventory that reflects meaningful moments from their audience’s past and designing a space that invites exploration, they’ve built a business that matters.

For other retailers, the lesson is clear: emotional connection is everything. When your store reflects what people care about and why they care about it, you give them a reason to return and reconnect.

We Are Retail focuses on highlighting Illinois’ diverse array of retailers. If you loved learning about The Item Shop’s story and know a retailer who deserves recognition, Nominate A Retailer!