{
  "id": 19761985,
  "title": "D+ Research: Marketers express revenue optimism for 2026 holiday season despite economic pressures",
  "url": "https://urgent.news/2026/11/13/d-research-marketers-express-revenue-optimism-for-2026-holiday-season",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-11-13T05:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/marketing/d-research-marketers-express-revenue-optimism-for-2026-holiday-season-despite-economic-pressures/"
  },
  "original_language": "en",
  "account": "D+ Research reveals that marketers are expressing increasing optimism about holiday revenue for the 2026 season, despite economic pressures. According to a survey of 90 brand and retailer professionals, 76% of respondents expect their holiday revenue to rise by 1% to 31% or more compared to the 2025 holiday season. No respondents anticipated a decrease in holiday revenue of more than 11% compared to last year.\n\nHowever, some marketing executives expressed concern over inflation weighing on their expectations. Ari Bloom, founder of A-Frame Brands, said that high costs and a softening economy could make it difficult for smaller companies to absorb heavy discounting. He also noted the potential impact of the political calendar on holiday spending, as inflation is a topic of discussion during election years.\n\nLaura Brodie, chief growth officer at Ritual, remains optimistic despite economic concerns. She anticipates consumers will allocate their spending more towards experiences and personal gifts rather than mass-produced items. Brodie believes brands with a unique point of view or mission-driven approach will have an advantage in capturing consumer attention.\n\nWhile optimistic about revenue expectations, most brands and retailers do not plan to offer deeper holiday discounts compared to the previous year. Eighty-one percent of survey respondents anticipate their discounts to remain similar to those offered in 2025. Instead, companies are exploring alternative promotional strategies like bundling products or adding a gift with purchase to entice customers.\n\nEconomic pressures, particularly higher transportation and fuel costs, are adding to the challenges faced by brands during the 2026 holiday season. A-Frame's Bloom emphasized that the economic situation is more difficult this year due to higher prices, making bundling products a more sensitive approach than discounting. He suggested offering gift-with-purchase options to encourage repeat purchases and increase customer value.\n\nRitual's Brodie highlighted the importance of rewarding existing customers during the holiday season to foster brand loyalty and offset the expenses associated with acquiring new customers. She explained that Ritual has partnered with other wellness brands to co-promote products and offer gift-with-purchase incentives, creating mutually beneficial promotions for both brands. Susan Grossman, evp of consumer acquisition and engagement services at Mastercard, recommended that brands invest in rewards, exclusive access, and personalized experiences beyond the holiday season to maximize value.",
  "summary": "Marketers expect their 2026 holiday revenue to increase 1% to 31% or more in comparison to their 2025 holiday revenue.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}