Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Retailers Are Bracing for a Bleak Holiday Season

With consumers expected to buy less this holiday season, categories poised to outperform the industry include off-price and personal care. But brands can still appeal to shoppers by conveying a sense of value, whether through discounts or a point of differentiation.
Shoppers in London.
Shoppers are finally rejecting sticker shock as they see their savings dwindle and credit card debt accumulate; consumer confidence dropped to a five-month low in October. (Getty Images)

Again and again over the past two years, consumers defied predictions that they’ll stop spending. This time around, it might come true.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading
About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.


VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON