90s Nostalgia & Holiday Aesthetics on TikTok: A Smart Marketing Play for Emotional Engagement

Nostalgia marketing continues to thrive on TikTok, and during the holiday season, the 90s aesthetic becomes even more powerful. Think VHS filters, cozy throwback visuals, handwritten fonts, and warm, imperfect edits. For marketers, this trend works because it taps into emotion—comfort, familiarity, and joy—making audiences more receptive to branded content without feeling “sold to.”

From a marketing perspective, the success of 90s nostalgia lies in authentic storytelling. TikTok users favor content that feels human and relatable rather than overly polished. Brands that recreate the feeling of old home videos or classic holiday moments can blend seamlessly into users’ feeds while still promoting products or services. This approach is especially effective for holiday campaigns when emotions drive purchasing decisions.

To bring this trend to life, tools matter. CapCut is one of the best video-editing tools for TikTok marketers, offering built-in retro effects, grain filters, and transitions that mimic 90s visuals. For design assets like retro holiday posters, thumbnails, or promo graphics, Canva provides ready-made templates that are easy to customize for brand consistency.

Marketers should also stay aligned with what’s trending on the platform. TikTok Creative Center allows you to monitor trending sounds, hashtags, and creative formats related to nostalgia and seasonal content. The takeaway? Nostalgia isn’t about copying the past—it’s about using emotion strategically to create content that feels personal, timely, and memorable.