The 2026 Holiday Shopping Season: A Longer Runway for Brands
According to the InMarket/Kantar study, brands have a longer runway this year to earn a spot on a shopper's wish list . The shift in consumer behavior toward earlier shopping and increased deal-seeking means brands need to maintain visibility from September through December .
Industry Summary
The US Christmas product market for 2026 is characterized by:
Early Holiday Shopping: 68% of consumers plan to shop early, with retailers launching holiday collections as early as August. Costco and Home Depot are already stocking Christmas goods .
Home Depot's Giant Animated Display Dominance: The retailer's 2026 collection features a 10-foot polar bear, an 8-foot nutcracker with LCD "LifeEyes," an app-controlled Santa, and animated Disney/Marvel characters .
Viral TikTok Products: The DIY Beaded Christmas Tree sold 16,300+ units in one week ($300,900 GMV), and the Christmas Gift Card Book sold 7,000+ units ($84,500+ GMV) in August, driven by TikTok video content .
Decor Trends: "Traditional Christmas" (+207%), "Scandinavian Christmas" (+129%), and "Pink Christmas decor" (+95%) are trending. Wreath accessories are up 144%+, and brass decor has grown 178%+ .
Holiday Season Sponsors: This year's Christmas season is a once-in-a-generation event, with the White House Historical Association's official 250th anniversary ornament being the only official commemorative piece of America250 .
"Kidult" Toy Trend: Adults buying toys for themselves now accounts for about 25% of US toy sales, driven by nostalgia brands like Transformers (40th anniversary) and Tickle Me Elmo (30th anniversary) .
Smart Holiday Shopping: 49.1% of Gen Z consumers plan to use AI to chase deals. Gift cards are the second most popular gift category (57%), behind clothing (65%) .
