The holiday shopping season is approaching, but retailers should not assume that every consumer will spend more freely this year. For businesses preparing seasonal merchandise, corporate gifts and promotional products, understanding changing consumer budgets can help guide smarter purchasing decisions.
A survey published by LendingTree and reported by Retail Dive on October 16, 2026, found that Americans planned to spend an average of $162 on Halloween this year, down 16% from $192 in 2025. Among consumers planning to shop for Halloween, 61% said they would skip some purchases, including candy, decorations and costumes.
These findings reflect pressure on Halloween spending, not a direct forecast for Christmas or New Year sales. However, they provide a useful reminder for retailers and importers: product selection, pricing and inventory planning matter when customers become more selective.
Source: Retail Dive — Halloween Without Candy? What Shoppers Are Cutting from Budgets This Year.
For businesses preparing year-end merchandise, the practical question is not simply what is trending. It is how to select products that fit the target market, budget and expected selling price.
1. Focus on Products with Clear Practical or Gift Value
When consumers pay closer attention to spending, products need to offer a clear reason to buy. Retailers can consider useful everyday items, attractive gifts and products that serve a specific audience.
Depending on the target market, potential categories include:
- Custom bags: Useful for shopping, travel, events and branded merchandise.
- Custom caps: Suitable for corporate merchandise, outdoor events and lifestyle collections.
- Custom plush toys: Appropriate for gift shops, promotional campaigns and seasonal gift collections.
- Custom gift packaging: Helps present products as coordinated gifts or premium retail sets.
- Corporate gift sets: Combine selected items into a ready-to-present package for employees, clients or business partners.
These are product ideas to evaluate, not categories proven by the Halloween survey to be growing. The right choice depends on customer demand, competition, pricing and the intended sales channel.
Explore our Promotional Gifts page for more customized product options.
2. Compare Total Sourcing Costs, Not Just Unit Prices
A low factory quotation does not automatically translate into a profitable product.
When comparing suppliers, buyers should consider the full cost of bringing a product to market, including:
- Product manufacturing and customization
- Printing, embroidery or other logo applications
- Individual packaging and gift boxes
- Sampling and any required revisions
- Inspection and quality-related costs
- Freight, insurance, duties and other applicable import charges
For example, a customized gift set may have a higher unit price than a single promotional item, but it can also provide more perceived value when the products, packaging and target audience are well matched.
Before placing an order, calculate the estimated landed cost and compare it with your intended selling price. Allow for potential defects, discounts, storage and other business expenses where relevant.
The objective is not always to find the cheapest product. It is to find a product whose quality, presentation and total cost make commercial sense.
3. Choose Customization Carefully
Customization can help a product stand out, but additional design features can also increase cost and production complexity.
Before confirming a design, consider which details will make a meaningful difference to the target customer.
For branded merchandise, these may include:
- A clear, appropriately sized logo
- Colors consistent with the brand identity
- Suitable materials and finishing
- Practical accessories or packaging
- A design that fits the intended use and target price
Avoid adding customization simply because it is available. Compare a simpler version with a more elaborate version, then decide wheth