Brands pull back from owned channels for 2026 holidays

· Beauty & Fashion

A new Glossy+ Research report finds that brands and retailers are less focused on their owned physical stores and owned e-commerce sites for the 2026 holiday season than they were previously. The excerpt names A-Frame Brands, Mastercard and Ritual among those examined in the report, which covers holiday marketing strategies. Holiday is the peak selling period for beauty and fashion, so a shift in where brands direct attention and spending changes the competitive balance among channels. A reduced emphasis on owned stores and sites suggests brands may lean more on third-party platforms and partners to reach shoppers this season. The excerpt did not quantify the extent of the pullback.

Why it matters：Where brands spend during the peak holiday period shapes channel economics across beauty and fashion retail, and any pullback from owned channels could shift power toward platforms and partners.

Key points

  • Focus on owned stores and e-commerce wanes for the 2026 holidays.
  • The report examined companies including A-Frame Brands, Mastercard and Ritual.

Sources (original reporting)

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