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Modern Retail+ Research: Brands’ holiday marketing tactics shift in 2026

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Modern Retail+ Research: Brands’ holiday marketing tactics shift in 2026

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 plan to adjust the marketing tactics they’ll use during the 2026 holiday season in comparison to those they used in 2025.

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