2026 Outdoor Holiday Report: Executive Summary

The holiday season is the busiest shopping stretch of the year. For outdoor brands and retailers, the marketing, merchandising, and inventory decisions made in the next few months can shape the entire year.

The 2026 Outdoor Holiday Report shows a season that looks steady on the surface but is far more divided underneath. Overall U.S. holiday spending isn't expected to grow much this year, yet some consumers plan to spend more while others are pulling back significantly. Knowing which shoppers are still buying, and why, is the opportunity for brands and retailers heading into the holidays.

Inside the report, you'll find the key trends shaping the 2026 holiday season, including:

• Holiday spending projections by income tier, along with generational differences in economic optimism and buying intentions
• The impact debt and rising costs for food, housing, and transportation are having on discretionary spending
• The growing role AI tools play in how people shop, and what brands can do to get their products mentioned in AI-generated recommendations
• What a historically strong El Niño could mean for regional demand for gear and outerwear
• The winter apparel trends to watch, with a look at popular colors, textures, and outerwear styles

Download the executive summary to get the key takeaways from the report. Leadership and Support Plus members can access the full report in the OIA membership portal. Not a member? Contact membership@outdoorindustry.org to get the full report.