"Financial constraints continue, but consumers are not abandoning these occasions; they're simply redefining how they shop and celebrate."
Marisa Ortega, Analyst - Retail & eCommerce
Non-winter holidays anticipated spending reached $138B (+37% since 2019), illustrating that even under prolonged inflation, consumers largely refuse to forgo celebration, highlighting these occasions’ emotional resilience and commercial heft. As 2026 unfolds, consumer budgets continue to be constrained, with many limiting their spending on these occasions. Nevertheless, non-winter holidays remain outlets for connection, tradition and joy. Tapping into the emotional significance of these occasions will continue to allow brands to resonate with consumers, while also helping them justify the expense.
The biggest industry impact is the rising expectations for authentic DEIB; 57% of adults, and 67% of 18-44s, want brands to recognize more cultural holidays, placing inclusivity at the center of growth strategies. The move to more inclusive calendars can deepen both reputation and growth, identifying multiculturalism as one of the market opportunities.
Conversely, the greatest threat is that ongoing cost of living pressure could cement reliance on discounts, creating a potentially margin eroding cycle. To sustain growth, brands must pair value focused offers with emotionally uplifting and culturally relevant experiences, ensuring non-winter holidays remain both profitable and meaningful moments to connect with consumers.
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