Two-thirds of Americans are willing to pay up to 32% more for nostalgic products, a new study shows.

Two-thirds of Americans are willing to pay up to 32% more for their favorite childhood products to return to shelves, according to a recent study by Talker Research for UserTesting. Over half believe that retired items like classic gaming consoles, sodas, and jeans are more valuable than current offerings. The study also found that 71% would shop from nostalgia-evoking brands, and 57% would buy second-hand products from their favorite brands. Brand loyalty is strong, with 73% willing to continue buying from their preferred companies even if prices rise.