["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nSurprise marketing, characterized by unexpected tactics such as blind boxes and spontaneous discounts, captivates consumers by sparking curiosity and participation. Despite increasing industry use, scholarly research remains fragmented and limited. This article addresses this gap by introducing the PIEL framework for surprise marketing, which integrates four core tenets: Probabilistic (outcomes), Intentional (design), Exclusive (ownership), and Low stake (offerings). Drawing from a comprehensive analysis of contemporary marketing studies and marketplace practices, this article examines the evolution of surprise marketing across the strategic phases of emergence, engagement, and immersion in response to evolving phygital trends and shifting consumer expectations. The analysis identifies the duality inherent in surprise marketing, wherein its ability to evoke powerful positive emotions can paradoxically heighten consumer vulnerability, skepticism, and perceived unfairness. This article further outlines critical gaps and proposes meaningful directions, including investigating surprise marketing as a catalyst for social change, enhancing inclusivity in its applications, addressing ethical concerns around dynamic pricing, examining its impact on consumer wellbeing, and understanding the cognitive‐behavioral complexities of paradoxical emotions. These insights, in turn, should lead to a better understanding of surprise marketing, thereby guiding more effective, equitable, and sustainable practices.\n"]