The New Holiday Balance
In 2026, 56% of Americans host monthly, with nearly one in five saying they host weekly or more. While hosting spans generations, millennials lead the way with 67% hosting at least once per month, according to the “How We Host: 2026” report.
As such, the home has now become the centerpiece for holidays and gatherings. Hostesses continue to invest in their at-home parties, from tabletop pieces and candles to shelf sitters and pillows. Additionally, guests are increasingly investing in gifts for the hostess — think wine in a festive bag, sentimental holiday cards and even small giftables like eye masks or lotion — to say “thank you” upon their arrival.
For retailers, this shift reinforces the importance of holiday and seasonal product — not just in Q4, where fall and winter holidays still dominate the year’s festivities, but across the full calendar. New Year’s Eve. St. Patrick’s Day. Easter. July 4. Each offers an opportunity for retailers to captivate and inspire their host-with-the-most customer.
Within this larger movement, two parallel shifts take shape. When it comes to festive décor and gifting, the 2026 customer is seeking both self-expression and longevity. In other words, they are sourcing products that feel personal to them but are also practical enough to live beyond a single day’s celebration.
The idea of a single, uniform holiday “look” continues to loosen its grip as hostesses look to match their holiday decor to their homes and their personalities. They’re building on what already exists in their homes, choosing pieces that align with their style versus tradition. For example, while red and green remains aChristmas classic, new colorways and spins on traditional motifs are rapidly gaining popularity. Read more in our massive, annual Christmas package.
At the same time, customers are thinking more critically about a product’s shelf life in-home. They are investing in heirloom-quality products that can be on display for weeks or months. Thanksgiving tablescapes this year, for example, will lean heavily on pumpkins, harvest birds and warm glass tones that have been in place since early fall. Turkeys and notes of thankfulness still complete the spread, but they’re layered in more selectively as hostesses rework pieces already in their homes.
Ultimately, more self-expression leads to more intentional purchasing. While longevity is top of mind this year, holiday-specific pieces continue to spark delight — adding the finishing touch that transforms a gathering into a festive celebration.
Until next time,
