Three new reports released this week offer a snapshot of what is landing in American shopping carts as the holidays approach. The short version: collectible cards and squishy toys are hot, store-brand groceries are earning new respect, and many families plan to protect the gifts and gatherings that matter most while trimming everything else.
The findings come from resale marketplace StockX, private-brand firm Daymon and The Harris Poll. Each looks at a different slice of the season, but together they sketch a holiday shaped by fandom, careful budgeting and a strong pull toward time together.
Trading cards lead the collectibles boom
StockX’s latest “Big Facts” report, released Nov. 12 and based on the company’s global sales from January through October 2026 plus third-quarter search data, points to trading cards as one of the year’s biggest stories. Spending on basketball cards on the platform rose 462%, and Pokémon products hold nine of the top 10 card spots. Searches for Topps Chrome cards climbed 194%.
The company also flagged squishy toys as a breakout category, naming NeeDoh and Squishy Bun. According to the report, NeeDoh products resold for about seven times their retail price on average. The squishy craze has been building all year; back in April, Axios reported the squeezable toys taking over Easter baskets.
On the clothing and footwear side, StockX said Vans sales on its platform rose 301%, Jordan sales were up 8% led by the Jordan 5, and Crocs sales rose 13% after two down years. Its holiday predictions include Pokémon and basketball cards, Jordan retro sneakers and squishy toys. That lines up with the nostalgia theme we saw in Google’s Holiday 100 gift searches and the return of the iPod to wish lists.
Store brands become a holiday staple
In the grocery aisle, the trend is less flashy but just as telling. Daymon, the private-brands business of Advantage Solutions, released its Holiday 2026 Private Brand Intelligence Report on Nov. 12. It found that 82% of consumers plan to buy private-label products this holiday season, and 71% say they choose certain retailers because of their store brands.
The report, drawn from two national surveys with more than 2,000 combined responses from adults who shop for their households, also found that 87% expect to spend the same or more on holiday groceries and 77% plan to buy items with seasonal flavors. Hosting duties are shifting to younger adults, too: 52% of Gen Z respondents plan to host Thanksgiving, and 53% of millennials plan to host Christmas.
Daymon North America President Christine Boenig said shoppers are choosing store brands “for quality as much as value.”
Families plan trade-offs, but protect what matters
A Harris Poll report called “The Holiday Edit,” based on a survey of 1,906 U.S. adults conducted Oct. 8 to 13, found that 59% of holiday shoppers expect some kind of financial trade-off this year. About half (52%) say they will give gifts to fewer people or buy fewer gifts per person, and 56% plan to wait for promotions.
Yet the poll also shows what people are guarding. Sixty-five percent said they would protect gifts for children, 66% would protect gatherings and shared meals, and 76% agreed that traditions help them feel grounded. The most common first cut was treats for themselves. Shoppers were skeptical of deal hype, with 72% calling Black Friday and Cyber Monday more hype than real savings. The Harris findings reflect plans and attitudes, not completed purchases, and the published summary did not include a margin of error.
Why it matters for families
- Watch resale prices. When a toy or card sells for several times its store price on resale sites, it is worth checking regular retailers first and setting a firm limit before paying a premium.
- Store brands can stretch the grocery budget. Most shoppers in the Daymon survey already plan to buy them, so comparing labels on holiday staples is an easy place to save.
- Experiences count. In the Harris Poll, a shared outing or experience was the single most-preferred gift type, at 19%.
- Make a plan early. Our guide to building a simple family holiday budget can help put these trends to work at home.
What to watch next
With Thanksgiving two weeks away and early holiday sales already underway, the next test is whether these plans hold once the biggest shopping days arrive. Upstormed News will keep following what families are buying, and skipping, this season.
Read more: Black Friday Creep: Walmart’s Early Sale Opens Today as Holiday Deals Stretch for Weeks
Is anything from the collectibles craze on your family’s list this year, or are you scaling back? Share your thoughts in the comments.
Sources: StockX via PR Newswire, “StockX’s Latest Big Facts Report Spotlights the Trends That Defined 2026” (November 12, 2026); Advantage Solutions via GlobeNewswire, “Most Consumers Plan to Purchase Private Brands This Holiday Season, New Report Finds” (November 12, 2026); FingerLakes1, “Harris Poll: 59% of holiday shoppers expect financial trade-offs” (November 12, 2026); Axios, “Squishy toys take over Easter baskets” (April 4, 2026)
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