Modern Retail+ Reseach: Brands’ focus on owned channels wavers for the 2026 holiday season

This is an excerpt from our Modern Retail+ Research report The 2026 guide to holiday marketing strategies, including A-Frame Brands, Mastercard and Ritual, which examined which commerce channels are dominating marketers’ holiday strategies. The report is based on a survey of 90 brand and retailer professionals, as well as individual interviews with marketing executives.

Modern Retail’s survey found that brands and retailers are less focused on using their owned physical retail stores and owned e-commerce sites during the 2026 holiday season than they were in 2025. That’s despite the fact that both sales channels grow more important to marketers during the holidays.

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