Preparing for a Unique Holiday Shopping Season in 2026
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Posted from Main Street America 9/8/2026
This year’s holiday shopping season is shorter than usual. Small businesses can start preparing now to make the most of it.
Columbia, Tennessee. Photo courtesy of Visit Columbia TN.
Small Business Saturday lands on November 28 this year, making 2026 one of the shortest holiday shopping windows in recent memory. Coupled with a complex economic landscape, small businesses need to start preparing now to make the most of the season and meet consumer demand. In this Main Spotlight, MSA’s Chief Innovation Officer Matt Wagner, Ph.D., breaks down what’s driving this year’s shopping season trends and shares six strategies that Main Street businesses can use now to attract customers and build meaningful shopping experiences.
