economy
March 3, 2026
$230 notebooks, digital cameras and tiny dollhouse furniture: How Gen Z's desire to get offline is a boon for businesses
These businesses are benefitting from Gen Zers "going analog," buying tactile and nostalgic products and services in attempts to lower screentime.
TL;DR
- Gen Z is increasingly seeking out old-school hobbies and tactile products to spend less time online.
- Businesses selling items like miniature figurines, leather journals, and retro digital cameras are experiencing increased revenue and a younger clientele.
- Social media platforms, particularly TikTok, are playing a significant role in popularizing the "going analog" trend.
- Factors such as political and economic uncertainty, along with a desire for self-expression, are driving consumers back to nostalgic products and experiences.
- While the popularity of nostalgia trends may fluctuate, the demand for physical items that evoke strong memories and provide a sense of comfort and warmth remains.
- The art and craft materials industry has seen significant growth, with a majority of adults participating in crafting projects.
- Retro-style in-person experiences and physical products related to offline hobbies have reached new sales peaks.
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