Published
The National Retail Federation (NRF) estimates American consumers will finally surpass $1 trillion in holiday shopping this season, representing a roughly 4% increase over 2024 and making it the most expensive year to date. It's going to be an incredibly busy December for retailers, leading straight into January's reverse logistics stretch.
Despite the inherent challenges ahead, the 2025 holiday season will serve as a litmus test for how well-prepared suppliers and retailers are for the future. Retail is changing rapidly, especially with the industry's willingness to adopt technology that helps consumers on the front line. We expect to see even more transformation in how retailers and suppliers work together in the coming year.
In 2026, we expect suppliers to focus on centralizing their internal operations with a more meaningful adoption of advanced technologies. This shift will enable the regionalization of products, helping deliver goods to consumers at record speed. Centralization leading to regionalization may seem like an unexpected approach, but it will define the year ahead.
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