Modern Retail+ Research: The 2026 guide to holiday marketing strategies, including A-Frame Brands, Mastercard and Ritual

As the 2026 holiday season approaches, advertisers are planning their marketing strategies amid an uncertain economy. Consumers continue to grapple with higher prices and affordability, while brands face rising operating costs and increased pressure to prove their marketing dollars are delivering measurable returns. 

As advertisers prepare for a holiday season in which shoppers are likely to remain selective about where they spend, many are betting on personalized offers, loyalty programs, bundled products and AI-powered shopping experiences to earn consumer attention. 

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