Matchbooks are the new “cool” collection to have. TikTok users are driving young people’s search for branded matchbooks from bars, restaurants, hotels, and shops as reminders of the places they’ve been. But their collections aren’t just sitting around: young gens are repurposing matchboxes for DIY art or decor that also function as aesthetic trophies. Match manufacturer D.D. Bean & Sons Co. reported a 20% increase in orders for their promotional line (custom matches for bars, restaurants, and events) this past year. And another party supply company experienced a 40% boost in match sales, which they say come instead from individuals ordering small batches for at-home entertaining. For many collectors, matchbooks hold a unique appeal as they appear to tell stories from the past—something that resonates with Gen Z’s love for all things vintage. (WSJ)
📊 YPulse data: 64% of 13-39-year-olds thinks trends are created / found first on TikTok before they catch on with everyone
