Adults are fueling $13.5 billion in Halloween spending thanks to the rise of "Adultoween," growing seasonal categories like home decor, and food and beverage. buff.ly/0aMqbdr

Ahead of this year’s holiday shopping season, Walmart’s sales team has begun directly approaching brand clients offering on-site brand lift studies. Three agency execs told Digiday they’ve had multiple clients approached, but declined to name which clients. buff.ly/rX7YsJm

As more brick-and-mortar retailers launch their own third-party marketplaces, brands have more paths than ever before to reach new customers but also new systems to master. Brands and agencies sound off on what the key to success looks like on Walmart, Target and more. buff.ly/IiYJCYg

In Modern Retail+ Research’s holiday report last year, brands and retailers expressed conservative expectations for their 2025 holiday revenue. This year, however, marketers are more optimistic. buff.ly/nkym1LV

Consumer surveys show that AI helps shoppers find gifts, but most still check reviews, compare prices and review retailers' policies before buying. buff.ly/BDfdBym

Kohl's is emphasizing deeper discounts and delivery capabilities in its pitch to cash-strapped shoppers this holiday season. buff.ly/C8eR91r

Target is betting on daily deals and a digital assistant to woo budget-conscious shoppers this holiday season. buff.ly/rr9Da9F

It's expected to be a big holiday season on TikTok Shop, as this will be the first year that big names like Best Buy, Ulta Beauty and Sephora will be selling on the platform. buff.ly/ZPLlhX4

According to Deloitte's annual holiday shopping survey, 22% of respondents plan to start their holiday shopping earlier than they did last year, and 28% of shoppers' budgets are expected to be exhausted by the end of October — the highest level reported in six years. Here's what that could mean from a supply chain perspective buff.ly/kjMwGzI

Launching October 19, Anthropologie's holiday spotlights products ranging from travel outfits to partywear to pajamas. But Anthropologie is also pairing that broader holiday wardrobe with more home collaborations and a new DoorDash partnership, aiming to capture spending across the season's smaller occasions. buff.ly/dK6t57M

NBCU is developing shoppable television across its own platforms, like Peacock, as well as third-party platforms, like LG TVs. Now, viewers can buy products from about 12 of their favorite shows, including "Top Chef" and "Below Deck." buff.ly/kZXqjwU

Peer-to-peer resale platform Depop is trying to differentiate itself from the competition through the power of music. To date, it has collaborated on drops with the likes of Kacey Musgraves, Zara Larsson and Olivia Rodrigo. buff.ly/RJtD8NW

Target has recently added TikTok-favorite bedding brand Mellow Sleep and other buzzy brands to its home category to help revive sales. buff.ly/GHLMnXQ

Since last August, Ruggable has shifted about 10% of its overall spend from performance channels, like Meta, into brand channels, like influencers and connected television. The brand plans to grow that spend by another 15% to 20% next year, chief marketing and creative officer Lauren Sherman-Kaoud said. buff.ly/UkkPYNQ

The grocery business has been uniquely challenging in 2026, thanks to sky-high inflation. But Albertsons' second-quarter earnings call on Tuesday was still unusually dour. buff.ly/uJYOdxO

Bogg is diversifying beyond the beach as it works to win over commuters, athletes and travelers with its new Go Tote. buff.ly/h7Obner

For some fashion brands, what's old is literally new again. Here's why brands like Crocs, Vera Bradley and Express are looking to their archives for current fashion inspiration. buff.ly/BwBw8xm

More than a decade after launching, kids' clothing brand Monica + Andy is embarking on its first big category expansion. Within the past month, the company has launched a line of baby-care products buff.ly/eLaAyG1

Bath & Body Works, as part of its Consumer First Formula turnaround plan, is quickly testing new small-batch fragrances through an initiative called Hype Lab. The goal is to gather more information about what cultural moments Bath & Body Works customers are currently obsessed with, and try to create a fragrance or a sensorial experience inspired by it. buff.ly/UVDvBb3

This week, Hint is launching a limited-edition "Treat Yourself" pack of dessert-inspired, zero-calorie waters. The company is betting on indulgent, sweet flavors to drive adoption among young and new customers. buff.ly/17oMRjZ