The holidays are where tradition meets the way customers shop today. Today’s customer is planning earlier, chasing better value, consolidating trips and still making room for the impulse purchases and traditions that make the season feel like the season. So what does that mean for brands competing for attention—and share of wallet? Join CMX and Hallmark to unpack the 2026 holiday shopper through three lenses: the data, the culture and the moments that drive purchase. From deal-driven behavior and last-minute missions to the unexpected ways gifting and wellness converge in the holiday basket, we’ll explore what the latest shopper signals reveal about how to show up when it matters most.