Behind the Numbers: an EMARKETER Podcast What “Winning the Holidays” Actually Looks Like in 2026 | Reimagining Retail
Feb 18, 2026
Zak Stambor, principal analyst on retail and payments, and Skye Canaves, principal analyst on retail forecasting and AI commerce, dive into holiday shopping shifts. They cover returns and fit issues, Cyber 5 strength and muted 2026 growth, omnichannel complexity, personalization at scale, retailer AI strategies, TikTok Shop momentum, and tests for AI using smaller holidays.
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Channel Complexity Demands Agility
- Channel complexity is increasing with shrinking department stores and growth in off-price, clubs, pop-ups, CTV, and social.
- Retailers must plan and stay agile to meet shifting behavior across physical and digital channels.
Communicate Value Without Heavy Discounts
- Do communicate value beyond price using loyalty, bundles, and exclusive merchandise to protect margins.
- Use those levers instead of relying solely on discounts during tight-margin seasons.
Personalization Requires Cross-Channel Data
- Personalization at scale hinges on integrating cross-channel customer journey data.
- Retailers must map journeys and pull that data to choose the right message and offer for each moment.