Marketing regularly evokes notions of spontaneity to engage consumers and sell products and services, yet scant scholarly attention has been paid so far to this concept and its influence on consumption. Indeed, a close reading of the literature on the seminal theoretical construct of extraordinary experience indicates that spontaneity is a central, but latent, element that requires further investigation. Hence, the purpose of this article is to understand the role of spontaneity in extraordinary experience. Drawing upon a 14-month ethnographic study into participating in live grassroots stand-up comedy, we tentatively introduce The Three Ss of Spontaneity: singularity, sociality, and speculation. As such, this paper contributes an original and emergent theorisation of spontaneity in extraordinary experience. Moreover, our study illuminates spontaneous action in marketing theory and practice by demonstrating it to be a positive and productive force in consumption.