Finding a small brand’s opening in US holiday shopping: value, touch and gifting
Market opportunities | NRF expected 4.2% growth in US holiday retail sales in 2026. Budgets, product experience and shopping dates shape how brands prepare.
Editorial desk Nina
The National Retail Federation forecast on 28 October 2026 that US holiday retail sales would grow 4.2% and exceed $1 trillion. Ahead of the season, customers were preparing gifts and other purchases while weighing budgets and value. For a small brand approaching US consumers, preparation involves more than choosing a promotional price: the product also needs to be understood and encountered in the right setting.
In the related research, 56% of respondents viewed economic conditions negatively. When budgets matter, a clear product rationale carries weight. Material, use, longevity and suitability as a gift can help someone see where an item fits in everyday life. Concrete information gives the buyer something to compare beyond price and helps a brand explain the experience it offers.
Shopping choices connect digital channels and physical stores. The share choosing online shopping was 53%, below 60% in 2020; these figures describe a choice of shopping method. Online channels remain an important customer entry point, while stores let people see, touch and compare. Dimensions, materials and use information online can complement the experience of picking up a product in a shop.
Purchasing is spread across more than one moment. Some 43% of respondents began holiday shopping before November, while 64% said they waited for Thanksgiving promotions in a separate question. Discovering a product early and buying at a suitable time can be part of the same shopping journey. A product-introduction phase followed by a clearly presented offer gives earlier interest a practical purchasing option.
Physical shopping also creates room for detail: the feel of a mug handle, the texture of a scarf or the way a gift box brings items together. A small brand can begin with a limited selection that expresses its character, organize information about use and materials, and discuss presentation with a retail partner. Products that a buyer can explain and a customer can understand have a better starting point for turning browsing into consideration.
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Some images in this article are generated illustrations.