The return of the collectible matchbook

Restaurant matchbooks — the kind that establishments hand out for free after a meal — are back and cooler than ever. Gen Z and millennials are lining up outside bars like New York City’s Wild Cherry to pick up one of their souvenir matchbooks, but they’re not necessarily using them to light an after-dinner cigarette.

Matthew Kronsberg, who wrote about the resurgence in Bloomberg, says young people could be collecting matchbooks for the same reason they’re using analog cameras and playing vinyl records.

“They are trying to find ways of existing that are not connected to the digital world all the time,” Kronberg said. “Matches are just a physical memento from an evening out that feels more tangible than a bunch of photos on their phone’s camera roll.”

It’s a creative marketing tool that seems to have caught on. Sales of matchbooks have risen 75% annually for the past three years.

“Marketplace” host Kai Ryssdal talked to Kronsberg about his reporting on the retro appeal of the matchbook.

To listen to their conversation, use the audio player above.