Holiday 2026: How Retailers Can Win the Value-Conscious Shopper

Shoppers are still buying gifts, but they're being more selective. Here's how gift, souvenir and resort retailers can stand out this 2026 holiday season.

Consumers still want to celebrate, give gifts and make memories, but they're thinking more carefully about how they spend.

Deloitte forecasts U.S. holiday retail sales will reach $1.70 trillion to $1.71 trillion in 2026, while Circana's research suggests consumers expect to spend slightly less per person than last year.

For independent retailers, the opportunity is clear: value matters, but it's about more than price.

3 Ways to Attract Holiday Shoppers

1. Offer options for every budget. Build a balanced assortment of affordable finds, mid-range gifts and specialty products. Gift groupings and checkout add-ons can make shopping easier while encouraging additional purchases.

2. Give shoppers a reason to buy from you. Highlight locally made gifts, destination-inspired merchandise and distinctive products customers won't find everywhere. Thoughtful displays and product storytelling can help your store stand out from online competitors.

3. Make buying decisions count. When sourcing for the next season, look beyond product appeal. Consider wholesale costs, retail margins, delivery timelines and reorder availability. Prioritize products that fit your customers, destination and budget.

Make Your Next Buying Trip Count

Today's shoppers want products that feel meaningful and worth the price. Retailers can respond with distinctive merchandise, thoughtful merchandising and a clear understanding of their customers.

Markets like the Rocky Mountain Apparel, Gift & Resort Show give buyers the opportunity to discover new brands, compare collections and connect directly with suppliers.

The goal is simple: find products customers will love- and that make sense for your business.

Sources: Deloitte, 2026 Holiday Retail Forecast; Circana, 2026 Holiday Purchase Intentions Study.