New research from Cornell University casts new light on the psychology behind souvenir buying, revealing that our emotional state—particularly the experience of sadness—plays a significant role in motivating the collection of mementoes. According to the findings, recently published in the Journal of the Association for Consumer Research, the urge to obtain keepsakes is not merely a matter of preserving memories, but is strongly influenced by the emotional timing of an experience’s conclusion. When a meaningful event nears its end, such as a farewell concert or a sports team’s final game of the season, people often feel a deep sense of poignancy. This sadness, far from being incidental, actually predicts a heightened desire to acquire tangible reminders of the moment.

The study suggests that people become more sentimental when they anticipate that a significant chapter in their lives is coming to a close. This emotional swell prompts a stronger inclination to commemorate the event with a souvenir. In contrast, when the experience is routine, repeatable, or lacks personal meaning, the emotional drive to collect mementoes is markedly reduced. In such cases, consumers are less inclined to feel that a keepsake is necessary. Suzanne Shu, a marketing professor at Cornell and co-author of the study, explains this phenomenon by pointing out that, “Sometimes we collect things not just to remember but to ease the pain of something coming to a close.” Her comment encapsulates the study’s central theme: that souvenir buying is not simply about memory preservation, but also about emotional self-soothing in moments of transition or loss.

To explore this dynamic further, the researchers conducted a series of studies, including one involving college students attending a major football game. Those students who were about to graduate—and thus saying goodbye to their collegiate sports experience—were significantly more likely to retain mementoes from the game than their underclassman peers, who still had future seasons to enjoy. Interestingly, this difference could not be attributed to differing levels of fandom, as both groups had attended a similar number of games. What distinguished them was the looming sense of finality felt by the graduating students, which amplified their sentimental response and desire for tangible tokens of remembrance.

Another experiment investigated how the perceived uniqueness or meaningfulness of an event affects memento-buying behaviour. Participants were asked to imagine attending a series of sporting events. One group was told these events marked a special and unrepeatable family season, while the other was informed that the games were routine and would continue. As predicted, those who imagined a one-time, emotionally significant experience spent more money on souvenirs at the final match. In contrast, those who anticipated that the experience could be repeated showed a lower level of interest in purchasing keepsakes. This highlights the power of psychological scarcity—when something feels fleeting or irreplaceable, we are more motivated to grasp hold of it in whatever ways we can, even if only symbolically.

The implications for marketers are striking. Businesses that operate within emotionally charged or time-bound environments—such as sports franchises, concert promoters, airlines, theme parks, and universities—may benefit from offering specially timed souvenirs as an event nears its conclusion. “Last chance” merchandise or commemorative items marketed around finales, graduations, or closing nights could resonate deeply with consumers, precisely because they align with the natural human impulse to cling to significant moments before they slip away. The strategic timing of these offers can be just as important as the items themselves, turning a simple mug or T-shirt into a vessel for emotional attachment and nostalgia.

For consumers, the study provides valuable insight into their behaviours. The impulse to buy a tour poster, snap a final photograph, or purchase a graduation hoodie may seem superficial at first glance. Still, it is rooted in a complex emotional landscape. Rather than being purely rational decisions, these actions often represent attempts to anchor ourselves in cherished experiences that are emotionally ending. The desire for a physical keepsake may not be about memory alone; it is about staving off the sense of loss, marking the transition, and creating continuity between past and present through a tangible object.

Ultimately, this research reveals that souvenir-buying is not a trivial or purely commercial act. Instead, it is a reflection of the profound and sometimes bittersweet ways we engage with time, meaning, and memory. As we navigate endings—whether they are expected or sudden, joyous or sorrowful—we seek out ways to hold on. In this light, a souvenir is not just a trinket, but a quiet, emotional gesture —a way of saying, ‘This mattered to me.’

More information: Suzanne Shu et al, Of Photographs, Souvenirs, and Ticket Stubs: When Do Consumers Desire Mementos During an Experience? Journal of the Association for Consumer Research. DOI: 10.1086/737278

Journal information: Journal of the Association for Consumer Research Provided by Cornell University