Modern Retail+ Research: Marketers express revenue optimism for the 2026 holiday season despite economic pressures
In Modern Retail+ Research’s holiday report last year, brands and retailers expressed conservative expectations for their 2025 holiday revenue. This year, however, marketers are more optimistic.
The 2026 guide to holiday marketing strategies, published by Modern Retail+ Research, reveals that marketers are expressing revenue optimism for the upcoming holiday season despite economic pressures. This optimism stems from the fact that 76% of survey respondents anticipate their 2026 holiday revenue to increase by 1%-31% or more compared to their 2025 holiday revenue. No respondents forecasted a decrease of more than 11% in holiday revenue.
However, the optimism is tempered by concerns over inflation and its impact on consumer behavior and company finances. Ari Bloom, founder and CEO of A-Frame Brands, notes that the economic climate is becoming increasingly challenging, with high costs and a softening economy. The political calendar may also influence holiday spending, as discussion around inflation could affect consumer sentiment.
Despite the economic concerns, some marketing executives remain bullish on holiday spending. Laura Brodie, chief growth officer at supplement company Ritual, is optimistic, attributing her confidence to a resilient consumer base. Brodie expects consumers to spend more on experiences and gifts with personal value this holiday season, rather than mass-produced items.
Rather than offering deeper discounts, many brands and retailers are adopting alternative promotional strategies to attract customers. Eighty-one percent of brand and retailer professionals expect their 2026 holiday discounts to remain similar to those of 2025. Instead, they are turning to bundling products, adding gifts to purchases, and other creative promotional tactics.
A-Frame's Bloom suggests that bundling products can be an effective way to encourage customers to buy multiples and become repeat buyers, even if it involves trial sizing.
In an effort to retain existing customers and reduce the cost of acquiring new ones, companies are offering exclusivity and unique perks during the holiday season. Ritual's Brodie highlights their partnership with other wellness brands to cross-promote products and provide gift with purchase offers. Similarly, Mastercard's Susan Grossman predicts that brands will invest in rewards, exclusive access, and personalized experiences that extend beyond the holiday season.
By understanding consumer intent and employing smart personalization, brands can create value for consumers while building long-term loyalty.
Written by urgent.news from Modern Retail's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
